Posts in category "Marketing to Guys"

Kodiak Cakes Disrupts the Sleepy Flapjacks Category with Delicious, Healthy Innovation

Kodiak Cakes Disrupts the Sleepy Flapjacks Category with Delicious, Healthy Innovation
Twenty years ago in Utah, the Clark family started selling “Kodiak Cakes Frontier Flapjack and Waffle Mix” to ski town gift shops. While that doesn’t sound particularly disruptive, it signaled the beginning of the wakeup call Kodiak Cakes was about to give to the sleepy flapjacks category, dominated by big, slow-moving brands. Today, Kodiak Cakes... Read more »

At the Grill and in the Kitchen, Men Are Cooking it Up Cross-Generationally

At the Grill and in the Kitchen, Men Are Cooking it Up Cross-Generationally
Men Stepping Up for Thanksgiving and Other Holidays With Thanksgiving just around the corner, my thoughts are turning more frequently to cooking and meal preparation.  In 2013, I had the pleasure of sharing consumer insights trends with the Butterball team, who had just welcomed the first men as official brand spokespersons. The Butterball brand recognized... Read more »

Which Millennials? Selling to the Stereotype Ignores Realities for Many of These 75 Million Consumers

Which Millennials? Selling to the Stereotype Ignores Realities for Many of These 75 Million Consumers
A recent SNL skit on Millennials humorously portrays the workplace generation gap, with Millennials (defined as “twenty-somethings”) expressing their expectations for career advancement. What A Difference 5 Years Can Make Often overlooked, however, is that during their 20s, Millennials transition through dramatically different lifestages. By the time they are 25-29, fully 45% of women are... Read more »
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Millennial Drinkers Enjoy ‘Farm Fresh Authenticity’ from Emerging $500M Hard Cider Market

Millennial Drinkers Enjoy ‘Farm Fresh Authenticity’ from Emerging $500M Hard Cider Market
On the strength of Millennials seeking local fare, authentic experiences and connections to the farms that grow their food, hard cider has catapulted from obscurity into a $500 million market. From 2012-3, cider volume sales increased over 60%. In 2014, sales grew another 49%. This year, growth is projected to continue at a +39% pace.... Read more »

Can You Feel It? The Market Strategy of Texture Segmentation

Can You Feel It? The Market Strategy of Texture Segmentation
Segmenting with Texture is a Growing Market Strategy Element In the food and beverage market, strategy is becoming increasingly focused on texture. “Over one-quarter (27%) of the best-selling new U.S. foods and beverages launched in 2012 carried a texture claim,” according to the Institute of Food Technologists’ 2013 New Product Pacesetters Report. The common preference... Read more »

Will Men Be More Profitable Grocery Customers?

Will Men Be More Profitable Grocery Customers?
As Men Shop and Cook More, Will They Spend More Freely than Women? In recent years, men have been stepping up with more grocery shopping and cooking activity. For example, Schnuck’s reported that 6% more men were the Primary Grocery Shopper compared to 5 years ago.  Another study found that Gen X men go grocery... Read more »
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Be Your Own Man: What Brands Should Know About First-Time Dads

Be Your Own Man: What Brands Should Know About First-Time Dads
Dads are taking a more active role in the early years of their child’s development, including purchase decisions. As I wrote in “I am Dad, Hear Me Roar,”today’s dads, led by Gen X dads, are taking on more household duties and 40% see themselves as equally sharing parenting responsibilities with Mom. Brands that wish to... Read more »

Iron Pony Gears Up With Motorcycle Millennials

Iron Pony Gears Up With Motorcycle Millennials
Motorcycle Accessories Retailer Creates Millennial Customer Strategies Iron Pony Motorsports, one of the top retailers in the motorcycle enthusiast industry and named by Dealernews as 2011’s number one motorcycle dealer in the US, understands the Millennial market and its growing importance to their industry. Bridget Johnson, Lead Buyer for Iron Pony Motorsports, explains:  “There are... Read more »

I am Dad, Hear Me Roar

I am Dad, Hear Me Roar
Why Brands Are Paying Attention as Dads, Led by Gen X Dads, Take on More Parenting and Household Responsibilities Like Cooking There’s no doubt that moms see themselves in the lead for a wide variety of parenting and household responsibilities.  And for many years, it was taken for granted that Mom was the primary household... Read more »
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How Kraft Velveeta’s Brand Succeeded with Breakthrough Innovation to Millennials and Men

How Kraft Velveeta’s Brand Succeeded with Breakthrough Innovation to Millennials and Men
Velveeta is an iconic brand with a powerful equity.  Historically, the brand’s core consumer has included moms who incorporate Velveeta into family favorite recipes.  And, for many younger consumers, the Velveeta brand conjures up fond childhood memories of these warm meals. Still, you might be surprised that in recent years, this brand has selected young... Read more »
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    Michal Clements

    Michal is co-author of Tuning Into Mom and an experienced consultant. Michal develops winning growth strategies and detailed go to market plans for some of the world’s outstanding organizations including McDonald’s, Gatorade, Abbott, Barilla, Tylenol, Clorox, Key Bank, Eagle Ottawa, Quaker and the Baker Demonstration School.

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