food & beverages

  • Article

How to Balance Consumer Response to “Skimpflation”

Rising costs are an important issue for businesses. Many wonder how they should respond and how customers will react if they say, reduce product quality. Such “skimpflation” can be harder for consumers to detect. However, this Marketing Science Institute (MSI) working paper finds that those who do realize it consider the practice deceptive and unfair. Consumers, it seems, prefer reduced product size (shrinkflation) or increased prices to skimpflation, with price increases the most popular/least unpopular of these options.

Not All Boycotts are Equal

A Harvard Business Review paper points to a number of reasons why the Bud Light boycott was more effective than most. The researchers suggest steps companies can take to avoid such boycotts while emphasizing the unique circumstances of this particular situation.  

Read more »

2023 Attribution & Analytics Accelerator

The Attribution & Analytics Accelerator returned for its eighth year as the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. The boldest and brightest minds took the stage to share their latest innovations and case studies. Modelers, marketers, researchers and data scientists gathered in NYC to quicken the pace of innovation, fortify the science and galvanize the industry toward best practices and improved solutions. Content is available to event attendees and ARF members.

Member Only Access

Finding Mountain Dew’s Sweet Spot

LoopMe’s Carlos Cruz and IRI’s Joe Conte review a case study for Pepsi’s Mt Dew using IRI’s real-time deterministic sales data and LoopMe’s in-flight optimization. Highlighting the precision of IRI’s retailer loyalty card data from 117M households (HH), Joe provided background on and execution of the campaign that increased dollars per HH sales lift by 40%. Aligning the right ads at the right time by leveraging IRI’s actual purchase data, Carlos outlined the attributes that drove brand lift and Pepsi’s sales goals to attract new buyers.

A New Metric for Brand Loyalty

There have been dramatic changes in loyalty due to the pandemic, requiring a re-examination of the measures of loyalty, churn, and the value of new vs. loyal buyers. NCSolutions analyzed why it is important to compare loyalty measures longitudinally to gauge a brand’s health, as well as to understand which advertising and promotional strategies have been successful and to determine whether to focus on driving penetration or brand loyalty.

Doldrum of COVID Leads to Breakthrough Creative

In the early stages of the COVID-19 pandemic, PepsiCo embarked on a 21-month research project to find out how the quarantining affected people’s lives. The goal: adapt its brand messaging to the experiences of its core consumers, from both a human and consumption perspective, and then develop new creative. “We know that our primary consumers are really out there,” Kevin Moeller of PepsiCo said, citing data on Pepsi’s core base. “They enjoy letting loose, they don’t like to hold back. They’re people that sing karaoke and cheer at sports events. So how did quarantining impact them?”

Growing ROI with YouTube ABCDs Creative Effectiveness Guidelines

Creative is the dominant ROI driver across all media platforms according to Nielsen Catalina Solutions: creative 49%, media 36%, and brand 15%. However, creative is challenging to measure. The speakers provided an ABCD insights framework for building effective ads on YouTube based on the key creative elements that drive sales as proven by Google’s partner, Nielsen.

  • Attention: Hook viewers and sustain attention with an immersive story.
  • Branding: Brand early, often, and richly.
  • Connection: Help consumers think or feel something.
  • Direction: Ask consumers to take action. Call-to-action has a disproportionate impact.