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- Anatomy Of A Trend: Will Pumpkin Spice Last? in
Marketing: CPG on
The leaves don't change colors in all regions of the United States, but autumn does bring with it some certainties: cooler weather, football and going back to school. In recent years, we've come to associate autumn with another phenomenon: pumpkin spice products. Consumer interest in all things pumpkin has reached new heights. Nielsen reports that pumpkin-flavored products accounted for $308 million in food and beverage sales in 2013, up 13.5% from the year before. That's a strong performance for a food and beverage trend that is considered seasonal.
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- The Rise Of Story
(Marketing: CPG on
Excellent post, Michael. It is interesting to see this sudden awakening to the power of story: Brands want storytellers, not marketers, content is king, etc. The Honest Company has created a powerful story around their brand despite very little traditional advertising. Their ethical consumerism story has made eco-friendly products seem like the obvious choice for any discerning parent.