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- Title
FAMILY BRAND.
- Authors
UDELL, MELODY
- Abstract
The article discusses the growth of consumer packaged goods (CPG) brands and appealing families through values-based marketing efforts. It mentions that the CPG brand Honey Maid is putting efforts to reach families while maintaining its family-focused brand positioning. Topics discussed includes increase in online search and household penetration for Honey Maid, "This Is Wholesome" campaign launched by the company that features real families and social media response team of the company that monitor consumers.
- Subjects
SOCIAL media; MONDELEZ International Inc.; ADVERTISING campaigns; CUSTOMER relations; MARKETING management; FAMILIES; BUSINESS enterprises; CONSUMER behavior; BUSINESS to consumer transactions
- Publication
Marketing Insights, 2015, Vol 27, Issue 2, p4
- ISSN
1040-8460
- Publication type
Article