New York Times : Huh? Companies spending money online?
March 13, 2008
A BEVERAGE marketer known for pouring money into splashy ads in the traditional media is taking an unconventional approach with a new product.
Posters in stores are part of a campaign to introduce Tava, with flavor names like Brazilian Samba and Mediterranean Fiesta.
The decision by the North American division of Pepsi-Cola, part of PepsiCo, is another sign of the growing use of new media to introduce brands in mainstream categories like packaged goods. Such shifts in media-planning habits by companies like PepsiCo, Coca-Cola, Kraft Foods, Procter & Gamble and Unilever are the reason that spending for ads online is increasing far faster than for any other medium.
This is the part that makes us wonder:
To help Tava reach the right audience, Mr. Cooper turned to agencies like Tribal DDB Worldwide, the interactive unit of DDB Worldwide, part of the Omnicom Group; TracyLocke, an Omnicom shop that specializes in tasks like promotions aimed at shoppers; Element 79, an Omnicom advertising agency; and Grow Marketing, which creates what it calls “brand experiences”� that are meant to generate favorable consumer recommendations (a k a positive word of mouth).
Like they didn’t vary from their normal agencies… these agencies just pulled some random few guys off the street and said ‘here’s our interactive division’ ….
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