Promotion Marketing
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Promotion Marketing Committee Meeting: Promoting Mature Brands to Consumers
With the proliferation of new brands grabbing consumers attention, how do you keep a mature brand fresh and relevant in the eyes of shoppers. We’ll explore how a couple of older brands are grabbing the attention of Millennials and driving sales.
NETWORKING BREAKFAST (8:45 – 9:15AM)
INTRODUCTIONS (9:15 – 9:30AM)
I. Connecting a 300-Year-Old Brand With Today's 300 Year-Old Drinker (9:30-10:15AM)
Learn why and how Remy Martin is challenging convention to breathe new life into an iconic spirits brand and create relevance for today's beverage alcohol drinkers.
Speaker: Derek Stone, Sr. Director, Field Marketing, Remy Cointreau
II. Revitalizing an Icon: The Giant Awakens (10:30-11:15AM)
Today’s session will reveal how B&G Foods brought Green Giant back to prominence. Recognizing a unique opportunity to use modern social and digital channels to introduce a new brand narrative for the beloved 90-year old icon, B&G Foods and Deutsch will share the plot for teasing out the Jolly Green Giant’s revival and triumphant return, selfies included. And of course, the successful launch of a suite of new Green Giant products.
Steve Finnie, Marketing Director, B&G Foods, Green Giant
Jayme Maultasch, EVP, Group Account Director, Deutsch New York
III. How to Supercharge Your Licensing Program: Leveraging the Power of a Promotional Overlay (11:30AM – 12:15PM)
There is considerable time and funds committed to selecting, planning and implementing licensing programs. They can be even more effective for the "brand borrower" and IP partner when leveraging that IP with a promotion overlay. And it is seldom utilized. Russ Brown, a veteran of the licensing, promotion and advertising businesses will show how the integration of all these marketing tools makes for a far more effective and efficient program. He will also share what each side should be asking for, and its potential value, before the relationship is papered.
Russell Brown, President, Consumer Products, Valiant Entertainment
IV. LUNCH AND ROUNDTABLE DISCUSSION (12:30PM – 1:30PM)