U.K. supermarket chain Sainsbury's is aggressively trying to cut down on excess packaging with a novel idea: breakfast in a bag. It's not an entirely new concept, niche green cereal brands have long used plastic bags for cereal. But Sainsbury's adoption brings the concept to the mainstream.
A canister arrived for me early this morning. Too large to contain Pringles or tennis balls, it could have been home to a bottle of whiskey. I opened the lid, peeled back the top, peered inside and found... cereal. Customized, hand mixed, organic, all natural, artisinal cereal – a mix of organic corn flakes, flaxed and flaked (consisting of organic corn, amaranth, flax and sesame), blueberry, choco goji and pecans. All chosen by me for me and delivered straight to my desk, ready to be munched on, courtesy of an ambitious new startup [me] & goji.
Marketing schizophrenia can be defined in many ways, but one of the most compelling barometers I've found is an advertiser's consistent creation of short term "campaigns". (And of course, use of the term brand campaign.)
Cold Stone Creamery may have the highest unit volume in the ice cream category, but its aggressive expansion plan has hit the skids over the past two years. In May, the Scottsdale-based chain, known for its marble-slab mixtures and crooning employees, was acquired by Kahala Corp, a quick-service-restaurant franchisor that holds Blimpie and Samurai Sam's. Taking a page from Starbucks, which has proved that cranking out new stores can be antithetical to brand building, Kahala-Cold Stone is shifting strategy and testing more-inventive approaches to growing their business.