Baking & Snack - May 2016 - 39
TRENDS
Disruptive Marketing
SHATTERING
This isn't your parents' marketing style. Companies are breaking all the
norms - and letting consumers rewrite the rulebook.
by Joanie Spencer
O
Our mothers and teachers always chided us for being
disruptive, but if bakers and snack makers want to capture the attention - and dollars - of a new generation,
they're going to have to make a little noise.
Think about the Super Bowl. Ten years ago, when it
came to the commercials, consumers would simply tune
in, sit back and watch. But thanks to Frito-Lay, a brand
of Plano, TX-based PepsiCo, Inc., many consumers now
watch to see if their commercial will air. Speaking to attendees at SNAXPO two years ago, Ann Mukherjee,
then PepsiCo's president of global snacks and insights,
called it "disrupting" the marketplace.
People these days operate through "life hacks" -
shortcuts to making daily life easier and more efficient
- and companies such as Mondelez International,
Deerfield, IL, are hacking the marketplace. Speaking
at the CES Consumer Technology Today conference
in 2015, B. Bonin Bough, vice-president, chief media
and eCommerce officer for Mondelez, coined the term
"hackonomy," or the idea of breaking things to make
them work better.
"We refer to the term, 'fearless marketing,' a vision
set forth by our fearless CMO, Dana Anderson," said
Mondelez' Elise Burditt, brand manager, Oreo North
America. "She continues to push the organization, especially Oreo as a marquee brand, to use fearless marketing
as a 'North Star' in order to think differently and push
brands into territories that capture consumer attention in
new, compelling and, especially, culturally relevant ways."
Disruptive marketing has practically become the new
status quo, as companies find innovative - even colorful and quirky - ways to reach consumers where they
live, eat, talk and even vote.
How they vote
Shaking up the marketplace can mean more than creating buzz in the typical environment. Sometimes it's beneficial to take a marketing campaign completely outside
the norm and into an area that already has consumers'
attention. And there's no better place - or time - than
an election year.
Doritos' Spicy Street
Taco flavor came to
shelves after consumers
voted on their favorite
new "secret" flavors.
Frito-Lay
www.bakingandsnack.com / May 2016 Baking & Snack 39
http://www.bakingandsnack.com
Baking & Snack - May 2016
Table of Contents for the Digital Edition of Baking & Snack - May 2016
Baking & Snack - May 2016
Table of Contents
Table of Contents
Editorial - Mastering a new mindset
Newsfront - GMO labeling: Back to the drawing board?
The ‘snackification’ of breakfast
Flavor forecast reveals trends for 2016
Vilsack promotes agricultural collaboration with Cuba
People/In Brief/In Memoriam
Inspections - Continuous Improvement
Recognizable measures: moving from BISSC to ANSI Z50
Coming to agreement
Mark your calendar
Pretzel Baron - Pursuing a Nobel Agenda
Redefining speed to market
Birth of the Baron
Disruptive Marketing - Shattering the Status Quo
International brand-smashers
Dairy & Eggs - Protein-Packed Recovery and Renewal
Egg replacers and avian flu
Eggs and gluten-free formulating
Sweeteners - High Intensity Baking
Still sweet, still popular
Ingredient App
Mixers - Mixing by Design
Considerations above and beyond the mixer
Pans - Ensuring It All Pans Out
Horizontal Packaging - Going Sideways
Case Study - More with Less
Industry Insight - Something Old, Something New
Industry Images - SNAXPO Brings Change
Meeting Preview - IBIE Expands its Global Reach
Events
Ingredients & Formulating
Equipment & Packaging
Patents
New on the Shelf
Marketplace
Ad Index
Baking & Snack - May 2016 - Baking & Snack - May 2016
Baking & Snack - May 2016 - 2
Baking & Snack - May 2016 - 3
Baking & Snack - May 2016 - 4
Baking & Snack - May 2016 - 5
Baking & Snack - May 2016 - 6
Baking & Snack - May 2016 - 7
Baking & Snack - May 2016 - 8
Baking & Snack - May 2016 - Table of Contents
Baking & Snack - May 2016 - 10
Baking & Snack - May 2016 - Table of Contents
Baking & Snack - May 2016 - Editorial - Mastering a new mindset
Baking & Snack - May 2016 - 13
Baking & Snack - May 2016 - 14
Baking & Snack - May 2016 - 15
Baking & Snack - May 2016 - The ‘snackification’ of breakfast
Baking & Snack - May 2016 - 17
Baking & Snack - May 2016 - Vilsack promotes agricultural collaboration with Cuba
Baking & Snack - May 2016 - People/In Brief/In Memoriam
Baking & Snack - May 2016 - 20
Baking & Snack - May 2016 - Inspections - Continuous Improvement
Baking & Snack - May 2016 - Recognizable measures: moving from BISSC to ANSI Z50
Baking & Snack - May 2016 - 23
Baking & Snack - May 2016 - Coming to agreement
Baking & Snack - May 2016 - Mark your calendar
Baking & Snack - May 2016 - 26
Baking & Snack - May 2016 - Pretzel Baron - Pursuing a Nobel Agenda
Baking & Snack - May 2016 - 28
Baking & Snack - May 2016 - Redefining speed to market
Baking & Snack - May 2016 - 30
Baking & Snack - May 2016 - 31
Baking & Snack - May 2016 - 32
Baking & Snack - May 2016 - Birth of the Baron
Baking & Snack - May 2016 - 34
Baking & Snack - May 2016 - 35
Baking & Snack - May 2016 - 36
Baking & Snack - May 2016 - 37
Baking & Snack - May 2016 - 38
Baking & Snack - May 2016 - Disruptive Marketing - Shattering the Status Quo
Baking & Snack - May 2016 - 40
Baking & Snack - May 2016 - 41
Baking & Snack - May 2016 - 42
Baking & Snack - May 2016 - International brand-smashers
Baking & Snack - May 2016 - 44
Baking & Snack - May 2016 - 45
Baking & Snack - May 2016 - 46
Baking & Snack - May 2016 - Dairy & Eggs - Protein-Packed Recovery and Renewal
Baking & Snack - May 2016 - Egg replacers and avian flu
Baking & Snack - May 2016 - 49
Baking & Snack - May 2016 - 50
Baking & Snack - May 2016 - 51
Baking & Snack - May 2016 - Eggs and gluten-free formulating
Baking & Snack - May 2016 - 53
Baking & Snack - May 2016 - 54
Baking & Snack - May 2016 - 55
Baking & Snack - May 2016 - 56
Baking & Snack - May 2016 - Sweeteners - High Intensity Baking
Baking & Snack - May 2016 - 58
Baking & Snack - May 2016 - Still sweet, still popular
Baking & Snack - May 2016 - 60
Baking & Snack - May 2016 - 61
Baking & Snack - May 2016 - 62
Baking & Snack - May 2016 - Ingredient App
Baking & Snack - May 2016 - 64
Baking & Snack - May 2016 - Mixers - Mixing by Design
Baking & Snack - May 2016 - 66
Baking & Snack - May 2016 - 67
Baking & Snack - May 2016 - 68
Baking & Snack - May 2016 - 69
Baking & Snack - May 2016 - 70
Baking & Snack - May 2016 - 71
Baking & Snack - May 2016 - 72
Baking & Snack - May 2016 - 73
Baking & Snack - May 2016 - 74
Baking & Snack - May 2016 - 75
Baking & Snack - May 2016 - Considerations above and beyond the mixer
Baking & Snack - May 2016 - 77
Baking & Snack - May 2016 - 78
Baking & Snack - May 2016 - 79
Baking & Snack - May 2016 - 80
Baking & Snack - May 2016 - 81
Baking & Snack - May 2016 - 82
Baking & Snack - May 2016 - Pans - Ensuring It All Pans Out
Baking & Snack - May 2016 - 84
Baking & Snack - May 2016 - 85
Baking & Snack - May 2016 - 86
Baking & Snack - May 2016 - 87
Baking & Snack - May 2016 - 88
Baking & Snack - May 2016 - 89
Baking & Snack - May 2016 - 90
Baking & Snack - May 2016 - Horizontal Packaging - Going Sideways
Baking & Snack - May 2016 - 92
Baking & Snack - May 2016 - 93
Baking & Snack - May 2016 - 94
Baking & Snack - May 2016 - 95
Baking & Snack - May 2016 - 96
Baking & Snack - May 2016 - Case Study - More with Less
Baking & Snack - May 2016 - 98
Baking & Snack - May 2016 - Industry Insight - Something Old, Something New
Baking & Snack - May 2016 - 100
Baking & Snack - May 2016 - Industry Images - SNAXPO Brings Change
Baking & Snack - May 2016 - 102
Baking & Snack - May 2016 - 103
Baking & Snack - May 2016 - 104
Baking & Snack - May 2016 - Meeting Preview - IBIE Expands its Global Reach
Baking & Snack - May 2016 - 106
Baking & Snack - May 2016 - 107
Baking & Snack - May 2016 - 108
Baking & Snack - May 2016 - Events
Baking & Snack - May 2016 - 110
Baking & Snack - May 2016 - 111
Baking & Snack - May 2016 - Ingredients & Formulating
Baking & Snack - May 2016 - 113
Baking & Snack - May 2016 - Equipment & Packaging
Baking & Snack - May 2016 - 115
Baking & Snack - May 2016 - 116
Baking & Snack - May 2016 - Patents
Baking & Snack - May 2016 - New on the Shelf
Baking & Snack - May 2016 - 119
Baking & Snack - May 2016 - Marketplace
Baking & Snack - May 2016 - 121
Baking & Snack - May 2016 - 122
Baking & Snack - May 2016 - 123
Baking & Snack - May 2016 - 124
Baking & Snack - May 2016 - 125
Baking & Snack - May 2016 - 126
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Baking & Snack - May 2016 - 129
Baking & Snack - May 2016 - 130
Baking & Snack - May 2016 - 131
Baking & Snack - May 2016 - 132
Baking & Snack - May 2016 - Ad Index
Baking & Snack - May 2016 - 134
Baking & Snack - May 2016 - 135
Baking & Snack - May 2016 - 136
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