April 2009
An article in Sunday's USA Today described what some marketers are doing to set themselves apart from the competition in a time where price rather than brand loyalty is guiding consumer choices.
Some brands, such as Allstate Insurance, Lowe's Home Improvement and Post Shreddies cereal, are emphasizing their longevity in the marketplace to boost consumer confidence, and hopefully sales.
A new TV spot for Post Shreddies, developed by Ogilvy & Mather New York, tells the viewer that the company has "not changed a thing in 116 years." Why this message? Heath Osburn, marketing director for Post, says "It's important to show (consumers) reliability as they work through uncertain times."
"The ad is a reflection of the shift in American values," says Kelly Peters, senior director of integrated insights and strategies at Post. "People are looking for security, and this taps into that notion in the form of reliability and authenticity."
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