Local is hot.
First Frity-Lay uses its “Lay’s Local” ad campaign to make us think its potato chips — produced at a rate of 10,000 bags per hour — are local. Now Starbucks®, the maker of bitter and burnt coffee, is unbranding itself by opening “Stealth Starbucks.”
What’s a “Stealth Starbucks”? It’s a Starbucks coffee shop that passes itself off as a local, independent coffee shop… Continue reading | 1 Comment
I just read an interesting article in The New York Times that said Disney is redesigning its Disney Store in shopping malls to make the stores more like entertainment centers. Instead of displaying rows of Disney toys, the Disney stores will provide an experiential shopping event for children. In fact, Disney might even rebrand its Disney Store as Imagination… Continue reading | 2 Comments
The marketers and brand managers at Frito-Lay just don’t seem to get it.
Over the past several weeks, I’ve noticed that one or more people from PepsiCo in Plano, Texas have been visiting at my blog. Lisa and I are thrilled that people at PepsiCo have noticed us.
Then I saw that a few of… Continue reading | 3 Comments
When it comes to shopping, most of us Americans see ourselves as consumers instead of members of a community. And as consumers, we’re interested in buying things at low prices — not in helping our town or city to survive economically. A recent online article in The Boston Globe about a 16-year campaign in St. Albans, Vermont to stop a WalMart from opening illustrates this attitude… Continue reading | 2 Comments
In Parts 1 and 2, we saw how the marketers behind Frito-Lay’s “Lay’s Local” ad campaign are trying to persuade us that Lay’s® Potato Chips are part of the local food movement because the potatoes are gown by “local” farmers and are made into potato chips local processing plants. We also saw how the Lay’s marketers cleverly don’t define what they… Continue reading | 3 Comments
Lay's Billboard Ad — Photo Courtesy of Rick McOmber
In Parts 1 and 2, we saw how the marketers behind Frito-Lay’s “Lay’s Local” ad campaign are trying to persuade us that Lay’s Potato Chips are part of the local food movement because the potatoes are gown by “local” farmers and are made into potato chips locally. We… Continue reading | 7 Comments
When Lisa and I drove along I-75 in Chattanooga this past weekend, we noticed a Lay’s® billboard on the side of the road that said:
PROUDLY MADE IN TENNESSEE
and Across America
That sign told us that the “Lay’s Local” marketing campaign had come to Tennessee. It also told us that the Lays marketers are taking advantage the many ways in which people define “local.”
If you’ve driven through Michigan lately, you might have noticed a billboard along the side of the road that displays an unusual ad for Lay’s® Potato Chips that says, “Proudly Supporting Local Michigan Farmers.”
Lay's Billboard Ad — Photo Courtesy of Rick McOmber
The message seems… Continue reading | 4 Comments
