Vallejo, Calif. — Through a licensing agreement with Discovery Communications, cookware manufacturer Meyer Corp. recently launched a bakeware line that leverages the popularity of TLC reality series “Cake Boss.” The Cake Boss-branded products are being sold at craft stores, department stores and mass retailers nationwide, including Michaels and Walmart.
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Chicago — The best collaboration between manufacturers and retailers occurs when the partners are fully transparent and align their focus clearly on the shopper, posited a trio of shopper marketing veterans during a panel discussion at the 2013 Shopper Marketing Expo.
Chicago — Brands were once true marketing powerhouses, since trips were largely driven by demand for their products. But in recent years, says Family Dollar chief marketing officer Jocelyn Wong, the industry has seen a dynamic shift as retailers and shoppers become more empowered. “No longer can CPGs come in with their big national programs,” she said in October during a Shopper Marketing Expo keynote presentation. “Retailers are starting to demand customization.”
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