Welcome to the latest edition of Marketer’s Brief, a quick take on marketing news, moves and trends from Ad Age’s reporters and editors. Send tips/suggestions to [email protected].
Lay’s gets a new look
These days, everything needs to be photo-ready, even that bag of potato chips. Frito-Lay is updating the Lay’s bag for the first time since 2007. Changes include updated food photos taken from a top-down angle that’s more Insta-worthy. The logo itself is a bit smaller and closer to the center with rings radiating beyond it meant to “celebrate the magnetic pull of the delicious chips loved around the world,” Frito-Lay says. Wording on the back of the bag has also been decreased, paving the way for more imagery. The more modern look will appear on 115 packages covering more than 25 flavors, starting in China and the U.S. before expanding into more countries. Ads will begin airing in mid-October. The design process was led by the PepsiCo and Frito-Lay internal design team.
Fox Sports tunes in to digital audio
Pandora scored a deal with Fox Sports to serve listeners a slew of new audio ads that it hopes will lure fans into watching more college football and NFL games. The audio streaming giant is bringing the concept of dynamic ad units to audio, which, generally speaking, uses data about a person’s interests and location to show a custom-tailored piece of creative. For example, someone who frequently visits pregnancy websites might later see a video ad about purchasing a new minivan. Although the concept is commonplace in display and video, it’s fairly new with audio. Pandora’s deal with Fox Sports will run ads for games based on the user’s location. They will also include a countdown toward kickoff based on the listener’s timezone. Fox Sports says it looked to Pandora to increase brand awareness, drive urgency to tune-in and ramp up excitement for their upcoming football games, all while customizing the creative for listeners.
Portal into your living room
Facebook debuted Portal TV on Wednesday, a device that allows users to make video calls, play games and use popular apps found all through the big screen in their living room. Portal TV features a $149 price tag, but consumers might be wary about paying for such a device: Bloomberg reported Wednesday that Facebook will use humans to review and transcribe some voice messages from Portal after saying last month that it would stop the practice altogether.
Panera’s bowled over
Panera Bread has a new bowls campaign. No, not about its bread bowls. It is getting into the grain bowl game with Baja and Mediterranean bowls that include cilantro-lime long-grain brown rice and both red and golden quinoa. The bowls get the chain’s biggest marketing push of the year, including traditional and over-the-top TV, digital, radio, out-of-home ads and other efforts. Anomaly is the creative agency on the “Full of Good” campaign.
Where’s the beef?
In other fast-casual news, Just Salad eliminated steak from its menu last week when it introduced …read more
Via:: Ad Age B to B