TASTY LAUNCHES ICE CREAM FLAVORS BASED ON SOCIAL MEDIA SUCCESS
Tasty, the world’s largest social media food network, is launching its own line of limited-edition ice cream flavors. Known for its video recipes that make cooking fun and accessible, Tasty is using its social lens of what is popular in food and translating it to the ice cream aisle. A total of 12 LTO exclusive flavors will be launched in three flavor flights of four, starting with Vanilla Galaxy Twist, Peanut Butter S'mores Smash, Chocolate Caramel Pretzel Crunch and White Chocolate Raspberry Lava Cake. The first flavor flight launches this spring, followed by summer and fall flights. It’s an interesting brand extension for a social media company but feels like a good fit to drive passionate fans from the screen to the store.
MASTERCARD IS MAKING ITSELF HEARD IN VOICE SHOPPING
Research shows that voice-shopping will become a $40 billion industry in the next four years. Mastercard is getting into the voice game with a recently released “sonic brand identity.” Created with a consortium of “musicians, artists, and agencies from across the globe,” the sound will play on various voice-ordering platforms when users check out. Mastercard explains that brands can no longer just rely on their visual identity as a rapidly increasing range of “screenless interfaces like Amazon and Google” creep into the shopping rotation—and that their new sonic identity is the sound equivalent of the company’s iconic yellow and red circles.
P&G GETS INTO THE WASH-AND-FOLD GAME
Procter & Gamble is making its biggest ever direct-to-consumer play by expanding its wash-and-fold service nationwide. The service has been running in several test markets for a while but will now expand to over 2,000 locations where laundry-adverse millennials can drop off/pick up their basic laundry items. Locations will include Tide Dry Cleaners stores, apartment buildings and lockers in retail stores, as well as select Tide University locations. The service is priced by the pound for wash/dry/fold with an average load of 7 to 8 pounds expected per drop-off. Tide says the service will be concentrated in urban living areas where millennials may feel that trips to their building’s laundry room are inconvenient.