Davis ThinkingYou often hear of the lengthy approval processes required to get a campaign underway. That’s not always the case anymore.
The number of advertisers with presences in the social media like Facebook, Twitter and YouTube are increasing faster than the lines at the supermarket when the values of the cents-off coupons are being tripled. Now, two familiar brands of baked goods sold by Kraft Foods are stepping up their marketing efforts in social media.
After months of fiercely resisting any deal, Cadbury agreed Tuesday to an improved takeover offer from Kraft, worth about $19 billion, to create the world’s largest confectioner. Together Kraft, the maker of Oreo cookies and Ritz crackers, and Cadbury, the producer of Trident gum and Dairy Milk chocolates, would have more than $50 billion in annual revenue and a big presence in markets from the United States to India. The deal continues a trend seen over the past decade, in which food companies have sought to gain scale by combining with one another. Most recently, Mars bought the William Wrigley Jr. Co. in 2008 for $23 billion.
The economy's in the tank. Consumers have no spare cash. And the financial outlook is bleak. So, guess what the savviest consumer product makers are rolling out these days: happy stuff. That's right, products that make folks smile.
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