EVERYTHING IS BAGELS TO PHILADELPHIA CREAM CHEESE
Much like peanut butter and chocolate, Philadelphia Cream Cheese and bagels are meant to be together. To that end, the brand has introduced the “Bagel That” kitchen device which is designed to punch a hole in any food item so that it appears bagel-like and therefore deserving of the brand’s signature product. The device is available for $9.99 on Amazon and comes well-branded to stand out in any kitchen. An accompanying YouTube video shows the Bagel That in action and gives advice for which foods go best with cream cheese. The brand readily admits it is a marketing stunt, but a pretty cleaver one that taps into the digital culture (streaming and e-comm) of millennials.
PURCHASING PEPSICO PRODUCTS JUST GOT MORE REWARDING
Embracing the digital currency trend, PepsiCo is testing PepCoin, a new loyalty program that does away with points, instead rewarding shoppers with cash in their PayPal or Venmo account. Single-serve PepsiCo and Frito-Lay products will be eligible and will require users to scan a code to receive credit. Once the user has scanned $2 worth of codes, the credit will be transferred to their PayPal/Venmo account to be used however they wish. It will be interesting to see how shoppers embrace this new twist on loyalty.
WECHAT MINI GAMES GET THE FASHIONISTA TREATMENT
Gen Zers are becoming known for their gaming passion as well as their desire to be rewarded for brand loyalty. Luxury Italian fashion brand Fendi is putting these insights to action in China with a WeChat mini game starring popular Chinese movie star Xu Weizhou. In the game, Xu travels the streets of Rome collecting FF logo coins and signature Fendi Baguette bags, and also unlocking hidden levels. There is serious prize potential for those who play—three of the top 1,000 players will win a trip from Shanghai to Rome. Players who drop comments about hidden details found in the game can also win a gift. This is a great example of how brands should dial into actionable insights.