how big is going `small`

SIGHTINGS
INSPIRING OBSERVATIONS FROM AROUND THE GLOBE / 2014 / ISSUE 1 / WWW.ANTHEMWW.COM
HOW BIG IS
GOING ‘SMALL’
growth at odds with positioning
TRACKING CONSUMERS IN THE WILD
online experiences in the offline world
PUTTING YOUR MONEY
WHERE YOUR MISSION IS
corporations take on public issues
A SUDDEN WASH
OF WATERCOLOR
/
IN THIS ISSUE
In this issue of ANTHEM SIGHTINGS, we take
a look at how a few big brands are making
their mark leveraging less traditional—yet
equally impactful—strategies and tactics,
and how several new product offerings are
addressing today’s consumers’ specific
functional needs.
OUR COVER:
This issue’s front cover was painted by one
of Anthem’s very own graphic designers,
Anne Tsuei.
SIGHTINGS 2014 : 1
2
04 HOW BIG IS GOING ‘SMALL’
growth at odds with positioning
06 SIPPING THE WAY TO A BETTER YOU
the next generation of functional beverages
07 PROTEIN TO THE PEOPLE
energy for all
08 TRACKING CONSUMERS IN THE WILD
online experiences in the offline world
10 PUTTING YOUR MONEY WHERE YOUR MISSION IS
corporations take on public issues
12 A SUDDEN WASH OF WATERCOLOR
SIGHTINGS 2014 : 1
3
BRANDING
/
HOW BIG IS GOING ‘SMALL’
growth at odds with positioning
To stand out amongst other quick
service restaurants and reinforce
its “food with integrity” positioning,
Chipotle chose to leverage a sponsored
comedy series rather than a traditional
marketing medium.
I
n November 2011, Patagonia famously
put out a print ad telling consumers,
“Don’t buy this jacket.” Since its inception,
the Patagonia brand has stood for love
of the outdoors. And with that love came
a responsibility to actively protect the
environment, which is equally part of the
brand’s essence. Yet as the company grew,
it was not lost on them that their success
negatively impacted the environment. Hence,
the ad campaign mentioned above and
numerous other sustainable measures.
The Patagonia example, though somewhat
extreme, tees up the question of what brands
should do when their growth seems counter
to their positioning. Recently, we’ve seen
examples from three successful brands that
are investing in strategies that aptly reinforce
their “small” positioning (local, small-scale
production, and luxury) even as they grow.
No one can dispute the growth and
success of Starbucks with over 18,000
stores globally. Besides selling consistent
quality coffee, the other key component
of the brand’s positioning is to provide a
comfortable, relaxing neighborhood hang out.
However, as the company grew, appearing
in neighborhood after neighborhood with
basically the same environment and store
SIGHTINGS 2014 : 1
4
experience, it began to seem big and
corporate. To address this head on, the
company is now focusing on store design
to create a more local ambience. If the
positioning is about a neighborhood hang
out, then it makes perfect sense that the look
of a store is unique to that neighborhood.
That customization favors incorporating local
culture and insights. In Japan, the flagship
store in Dazaifu features more than 2,000
wooden rods that are woven into a diagonal
pattern. The goal was to make the store feel
natural and graceful to reflect the nearby
Tenmangu shrine. In Mexico City, Starbucks
leveraged insights about local consumer
After rapidly expanding
through a variety of distribution
channels, Coach looks to
recapture its former prestige
by inviting high-end fashion
influencers to tell their personal
stories of Coach luxury.
behavior to create more large-group seating
areas. The strategy of localizing store design
further bolsters the brand positioning.
Playing in the same QSR industry is Chipotle,
but with a very different positioning. Similar
to Starbucks, the brand stands for more than
quality food, it stands for “food with integrity,”
which can be summarized as a respectful,
sustainable approach to farmers, animals
and the environment. Just as important
as what they stand for is what they stand
against—typical fast food and industrial
farming. Chipotle is experiencing tremendous
growth with 1,500 stores, revenues nearing
$850 million and a stock market value of
$15 billion. At least in size and scale they
seem headed toward being a large fast food
chain. To demonstrate that they are not the
same, Chipotle uses non-traditional media
to communicate their message. Recently, the
company launched “Farmed and Dangerous,”
a four-part comedy series running exclusively
on Hulu. The show speaks to the brand’s
beliefs in small-scale sustainable farming,
but with minimal reference to the brand itself.
This follows up on two successful animated
videos, “The Scarecrow” in 2013 and “Back
to the Start” in 2011. Chipotle is living
and communicating its message of being
different by using atypical marketing vehicles,
ultimately substantiating its positioning.
Finally, let’s take a look at Coach. They are
positioned as accessible luxury and are
currently evolving into a global lifestyle brand,
with expanded accessories, clothing, and
footwear. Coach has a tough balancing act
with accessibility and luxury. Their distribution
system is very much a model of accessibility,
and has driven growth with a combination of
retail stores, outlet stores, boutiques within
department stores, e-commerce, and online
presence on Amazon. However, that pervasive
presence has tarnished the shine on its luxury
halo and sales have suffered as a result.
Coach is now refocusing on the luxury piece
of its positioning by using influencers to
increase its prestige factor. To reclaim its style
credibility, Coach recently brought in Stuart
Vevers as the brand’s new creative director,
who brings high fashion marks from Mulberry
and LVMH. His collection debuted at Fashion
Week alongside higher end luxury brands.
In addition, Coach launched a marketing
campaign called “New York Stories,” which
features models as well as other fashionforward artists and businesspeople to play up
its signature style. It will be interesting to see
if Coach is able to recapture its luxury status
and, with it, continued growth.
Regardless of whether you are managing a
small, medium, or mega-brand, there are
some key learnings and considerations from
the examples above. New insights around
your key consumer can help to shape your
marketing strategy and choice of mediums.
Think broadly about design (environment,
videos, product, packaging, etc.) and how
it can be leveraged to help communicate
your positioning and message. Look to your
positioning: it can provide guidance on what
the brand is and what it is not, which may
highlight a fresh approach for growth. /
SIGHTINGS 2014 : 1
5
INNOVATION
/
SIPPING THE WAY
TO A BETTER YOU
the next generation of functional beverages
D
rinks and beverages providing
benefits beyond hydration and
refreshment have been around
for decades. Think breakthrough product
formulations and powerhouse brands like
Gatorade, Red Bull and, more recently,
Vitaminwater, which promise peak athletic
performance, energy boosts and essential
nutrients, respectively. Today’s time-crunched
consumer is demanding even more benefits
around beauty, health and wellness in
convenient, on-the-go forms. As a result,
beverage makers have been launching new
drinks with specialized, unique ingredients
touting new functionality.
WHAT IT MEANS FOR MARKETERS
With the growth of functional beverages
and the breadth of their diverse benefits, it’s
clear that consumers today are looking for
increasingly convenient ways to do more
than quench their thirst. But before launching
a new cholesterol-lowering tea, marketers
should ask themselves: “is this fulfilling an
actual need with my target consumer? And is
a beverage a credible and appealing format
to deliver this benefit?” For each successful
product there are likely just as many failures.
But one thing is for sure: there is still plenty of
untapped potential. /
1
2
3
Coca-Cola launched its first herbal drink Habu, in
Thailand last summer. Habu is made with four herbs:
roselle, licorice, luo han guo, and cogon grass – each
with properties said to treat several health conditions
including stomach inflammation, ulcers, and fevers. Habu’s
packaging design features modern renderings of traditional
clay containers used to brew herbal drinks.
Brioni’s Healthy Morning prebiotic coffee claims to be
the first coffee to provide digestive health benefits. This
premium roast offers 4 grams of natural, prebiotic fiber
per 12 ounce cup.
Launched last May, Youthy Forever is the first juice drink
made with Resveratrol and grape seed extract. Resveratrol,
a natural antioxidant found in plants and a beneficial
ingredient found in red wine, is known to promote skin
health as well as protect against conditions such as cancer
and heart disease. Grape seed extract has also been
recognized for treating health problems, including those
related to cholesterol, blood pressure, and circulation. The
juice itself is 100% natural, made with pear, passion fruit,
pineapple, and prickly pear.
SIGHTINGS 2014 : 1
6
INNOVATION
/
PROTEIN TO
THE PEOPLE
energy for all
H
igh protein diets began with
body-builders and athletes using
scientifically designed products in
the form of specially formulated powders,
beverages, and bars. Then, the push for
protein shifted to health-focused men and
women for weight management. To address
today’s busy lifestyles, protein messaging
has evolved to a more popular benefit—
energy. New campaigns in the media and
products hitting the shelves are focusing on
providing more energy via protein, not only
for adults, but for teens and children as well.
Spurring on consumer appeal and usage
are familiar, everyday foods in convenient
formats—portable bars, wraps and snacks—
that everyone can fit into their schedules.
products featuring protein’s ability to fuel
everyone’s daily energy needs. Keep in mind,
however, that while the desire for protein is
becoming more widespread, targeting will
be the key to success. Think about who the
consumer target is and what their specific
need is for protein and energy in the context
of their lives. Is it to power through the day
at work as it is for busy, time-crunched
adults? Or is it to keep the kids energized
in class or at soccer practice? Or do teens
need sustained energy to study all night? Use
language that is direct and speaks to their
specific needs. And consider other product
categories that may benefit from the energy
protein provides to help different consumers
pack more power into their day or night. /
WHAT IT MEANS FOR MARKETERS
Look for increased communication and
SIGHTINGS 2014 : 1
7
TOP: The iconic “Got Milk?” national ad campaign has
been replaced by the Milk Processor Education Program in
favor of the new “Milk Life” campaign. The cross-platform
campaign focuses its messaging toward those of all ages
and emphasizes the power of protein providing energy in an
emotional and inspirational tone.
BOTTOM (LEFT TO RIGHT): New products on the shelf are
calling out their protein front and center. Zbar Protein from Clif
offers 5g of protein and is marketed toward “kids in motion.”
Meanwhile, new Hormel Rev wraps are promising 14g of
protein for active teens. Finally, Oscar Mayer is delivering a
protein trinity for adults with P3, which is comprised of Kraft
cheese, Oscar Mayer meat, and Planters nuts—working
together to provide 13g of protein on-the-go.
MARKETING
/
TRACKING CONSUMERS
IN THE WILD
online experiences in the offline world
Companies like Shopkick
are leveraging Apple’s new
iBeacon technology to track
consumer behavior within a retail
environment, targeting offers
specific to their exact location.
C
learly, privacy is a hot button
these days and probably always
will be. But what is also clear is
that many consumers are willing to give up
anonymity in exchange for added value,
greater convenience, or extra savings. This
is especially true in the online world, where
most consumers expect their browsing
history to be tracked, and in return they also
expect a high degree of personalization in
their online experiences. Further, e-tailers
gladly customize the consumer’s experience
because they know it leads to higher dollar
rings and greater sell through.
Moreover, companies like Google use
browsing and search history to drive web
ads. So if a consumer searches for “vacation
packages in Mexico,” that consumer will likely
start seeing web ads for Mexican travel.
This form of marketing has been wellestablished in the online world, offering
consumers not only personalized marketing
content based on who they are, but also
contextual content based on what they’re
doing in that moment.
But what about the offline world? How do
marketers acquire the knowledge they need
SIGHTINGS 2014 : 1
8
to personalize their marketing content and
deliver it at just the right time? The following
three companies are leading the way and
showing how marketers will soon be able to
track and measure their offline consumers like
they do their online consumers today.
The first example is a new in-store positioning
system developed by Apple called iBeacon,
which works with all iPhones running the
latest operating system (iOS 7.0+). The
iBeacon system is enabled through the use
of low-powered transmitters (iBeacons)
that pinpoint the location of a consumer to
within a few feet. Using these transmitters,
While Disney’s MyMagic+ band offers a slew
of conveniences to their visitors, Disney also
benefits from the real-time data it generates on
park operations and purchase habits.
retailers build store zones through a process
called “geo fencing,” which allows them to
know when a consumer enters and leaves a
particular area.
Thus, with iBeacon retailers would know, for
example, that a consumer has been studying
the detergent shelf for the past five minutes
and may need an incentive to close the
deal. In this case, the retailer could push a
message to the consumer offering them a
personalized deal.
While Apple and other companies like
Shopkick are focused on tracking consumer
behavior within a retail store, the Seattlebased startup Placed is taking a different
tack: tracking consumers wherever they go
physically.
Using the GPS capability built into every
smartphone, Placed tracks the movement of
its users 24 hours a day. These consumers,
who have downloaded the Placed app
and answered a set of basic demographic
questions, earn prizes while generating a
massive trove of data that can be mined
for consumer insights. Placed would be
able to tell a grocer, for example, which of
its demographic groups are more likely to
visit external bakeries, natural food stores
and independent florists, helping that
grocer understand where it’s losing shopper
conversion.
Finally, the value of consumer tracking goes
well beyond the retail world. Disney, which
is reportedly investing a billion dollars in a
proprietary consumer tracking system, is a
perfect example.
The platform, called MyMagic+, is being
tested with consumers now. Guests wear
a wristband, which serves as their park
pass, their hotel room key, and even as a
payment account for goods and services. On
top of that, Disney has added a reservation
system, allowing guests to reserve a limited
number of “must do” activities, which can be
rescheduled on the fly through park kiosks or
through the “My Disney Experience” mobile
app. This app can also be used to make
dining reservations and offers real-time queue
information.
The benefits to Disney are many. This system
reports real-time information on ride demand
and usage, food and souvenir consumption,
SIGHTINGS 2014 : 1
9
and generally where guests are located in
the park, allowing Disney to respond in real
time. Guests can also provide Disney with
key demographic information like age and
gender, giving the company a detailed view of
which guests are doing what while enjoying
their Disney experience. In return, Disney
can continually improve their operations,
marketing programs, and selling efforts in the
future.
The implications for marketers are several.
First, the type of data we’ve grown
accustomed to in the online world—like
customer visits, engagement and loyalty—
will soon be available in the real world,
making it easier to improve customer
experiences and increase conversion rates.
Second, the era of Big Data is surely here to
stay. If you haven’t developed your strategy
for leveraging the full power of your data,
wait no longer. Finally, now is also the time
to begin testing these emerging platforms so
that your organization can learn and grow as
these technologies evolve. /
MARKETING
/
PUTTING YOUR MONEY
WHERE YOUR MISSION IS
corporations take on public issues
After CVS announced it would stop
selling tobacco products in all of its
stores by October 2014, social media
helped spread the word with Twitter
posting over 139,000 mentions on the
first evening the news broke.
I
ncreasingly, companies and brands are
focusing on their mission and purpose
as a way to elicit positive consumer
engagement, press and, hopefully, add
to the bottom line. This is especially true
today, given the growing consumer base
of Millennials who are continuing to look to
companies small and large to make purpose
a mainstay of their business models and
marketing plans. Recently, we’re witnessing
a change in how corporations are delivering
against their missions and purpose
statements, with a few corporations pushing
the envelope.
Rather than just sponsoring non-profit
organizations and charities, these companies
are choosing to go further by investing in
broader public issues that align and support
their company’s mission, such as public
health and minimum wage. In doing so, they
are doing more than just garnering press
attention—they are differentiating themselves
by re-grounding consumers in their corporate
missions and positioning their companies to
be part of larger conversations important to
their target audiences.
CVS/pharmacy gained headlines earlier this
year when it announced that it would move
SIGHTINGS 2014 : 1
10
to end tobacco product sales in its stores
by October 2014 in an effort to truly live up
to its company’s purpose: to help people on
their path to better health. CVS is looking to
address the widespread public health issues
stemming from tobacco smoke straight on,
rather than through simply partnering or
donating to health-oriented organizations
and non-profits. CEO Larry Merlo stated that
the decision allows the company to take
another step towards changing the frame of
reference for its business: “It’s the right time
and the right decision to remove cigarettes
and tobacco products from our store shelves,
positioning us for a growing role in the health
care delivery system.” The investment to
support that mission equates to a loss of
about $2 billion from the pharmacy chain’s
tobacco shoppers.
By being the first major retail pharmacy to
make such a move, CVS received widespread
press and consumer engagement. On the
evening of the announcement, there were
over 139,000 tweets on Twitter mentioning
“CVS” and more than 10,000 hash tag
mentions of #CVSquits. Its actions have
garnered commendation from the White
House and will also likely win favor amongst
its health-forward consumers, but the move
also has received criticism. Some simply see
it as a poor business move; others are more
skeptical, surmising that the investment cost
will be passed on to consumers. Still others
say the move is insignificant (representing
less than 2 percent of sales) in the greater
context of the company’s other product
offerings. Nevertheless, CVS believes that
its decision will help the company solidify
its commitment to guiding its consumers
towards better health and lead the company
toward growth.
Gap Inc. was another corporation to step
into the spotlight when CEO Glenn Murphy
announced to the public—in the midst of the
minimum wage debate in the Capitol—that
he was raising the minimum wage for its U.S.
employees to at least $9 an hour beginning
June this year and to $10 an hour by June of
2015. In an email Murphy sent out to the Gap
community (see below), he cited a promise
the company’s cofounder Don Fisher made
to “do more than sell clothes,” saying that
the move was strictly an investment in their
store associates, the face of the company
to consumers: “The people in our company
who engage directly with our customers carry
an incredible responsibility. Our success is
a result of their hard work, love of fashion
and commitment.” The move will affect about
65,000 employees across all Gap brands.
Similar to CVS, Gap is benefiting from
garnering valuable press for the bold move—
President Barack Obama paid a visit to the
NYC Gap store soon after the announcement
was made and Starbucks CEO Howard
Schultz has since publicly endorsed raising
the minimum wage, as well. At the same
time, however, there are potential downfalls to
the move. Despite Gap’s claim that this move
would not financially impact consumers,
some are skeptical. In addition, the decision
could draw increased scrutiny of Gap’s
labor practices. Ultimately, Gap hopes their
investment will encourage loyalty among its
employees and consumers.
Each of these examples show how large
corporations are taking a stand and investing
SIGHTINGS 2014 : 1
11
in significant public issues that align to
their mission and values. By doing so,
they are receiving invaluable consumer
engagement and press—albeit both positive
and negative—and are also being given
the opportunity to engage with the public
and consumers about their respective
company’s broader purpose. In addition,
with more companies choosing to make an
impact on a wider variety of public issues,
they are also being given the opportunity to
become influencers in the broader context
of consumers’ lives and connect with
consumers via avenues beyond their products
and services. Marketers who are looking for
an opportunity to strengthen and differentiate
their brand’s presence in the marketplace,
as well as reinforce their brand’s purpose
with consumers may want to consider
investing and supporting public issues that
align closely to their mission statements.
However, these decisions should be made
with extensive consideration to your target
consumers, the pros and cons of each side,
and the side effects of taking such a stance.
If done successfully, championing public
issues that align strongly to your company’s
purpose may turn your current consumers
into loyalists and at the same time grab the
attention of new consumers who may view
your company in a new light. /
DESIGN
/
A SUDDEN
WASH OF
WATERCOLOR
W
atercolor-inspired designs are on
the rise. Although the medium has
been widely used in marketing over
the decades and has popped up at various
times in many categories, watercolors seem
to be making a sweeping resurgence. Brands
around the globe are applying brushes to
a wide range of communication including
print, packaging, and digital design, and
incorporating these fluid and luminous
creations. So why the sudden wash of
watercolor? What is it about this classic
medium that’s so appealing today?
From a purely visual standpoint, watercolors
have a brilliance and clarity that other paints
can often lack. This is largely due to the fact
that they are transparent and get their color
from light bouncing off the paper behind
them. As a result, watercolors look as if
they are lit from within. The medium is also
dependent on the spontaneous behavior of
water itself, which creates lines, shapes, and
shades that are uniquely fluid and organic.
From a communication perspective, these
combined visuals effects convey warmth,
originality, and craftsmanship. The medium
naturally lends itself to capture the essence
of ideas rather than realistic detail, which, in
turn, engages the imagination. One can start
to see how watercolors’ unique strengths can
complement certain marketing messages
and be an effective way to connect with
consumers today. >
RIGHT: The Aquarelle Estate from New Zealand
is a new brand of wine designed to be
identifiable and unique enough to stand out in
a cluttered international market.
SIGHTINGS 2014 : 1
12
SIGHTINGS 2014 : 1
13
DESIGN
PRINT
Photography and illustration are combined in a
recent editorial for Genlux, a magazine devoted
exclusively to luxury and beauty. Entitled “Far, Far
Away,” the final art seamlessly blends real models
and fashion items with watercolor backdrops
to create a tour through fantasy locations. The
watercolors distinctly conjure the richness,
creativity and playfulness associated with
children’s storybooks and accentuates the style of
the apparel.
Artist Kareem Iliya has been commissioned by
an impressive list of global luxury brands, to
bring their products to life through watercolor
(not pictured). Her works have been featured in
publications worldwide including the NY Times,
W magazine, Harper’s Bazaar, the New Yorker and
Vogue. Her watercolors are elegantly simple,
one-of-a-kind interpretations of icons; each
underscoring the brand’s distinction, beauty and
craftsmanship.
SIGHTINGS 2014 : 1
14
PACKAGING
CPG brands globally are embracing watercolors
and their unique way of resonating with consumers
by incorporating the style in illustrations and
package design. While some employ calm,
subdued splashes of color, others seem to be
adding a fresh spin with super-saturated, vibrant
punches. Both approaches reinforce the products’
hand-made / crafted / premium aspects. While
white packaging has been a popular trend
in recent years, it risks appearing sterile or
generic. However, watercolors complement white
particularly well – the white becomes the perfect
“canvas.”
TOP: Les Délices de Michèle – a brand of authentic sweet
treats from Quebec that highlights North Shore berries as
their key ingredients and claims to awaken the taste buds.
BOTTOM: Carr & Sons of Ireland – a brand of quality
seafood with artwork that reflects freshness and the skill
in which the company uniquely fillets, cures, smokes and
marinates every item.
SIGHTINGS 2014 : 1
15
DESIGN
MOBILE APPS
A new iPhone app called Waterlogue replicates the
actual painting process, layer by layer like a real
artist, and simulates the spreading and bleeding of
pigment onto the canvas. Now smartphone users
don’t need to know how to paint to create beautiful
watercolor images – the hard edges of each photo
wash away down to their fluid, idealized essence.
WEB
Web designers have been adopting the watercolor
style too, and for good reason. Watercolor is a
great way to add depth and color. While websites
can often be content heavy and complex,
watercolor can give a site an original, authentic
feel and a necessary light touch that distinguishes
it from the competition. Watercolor in web design
is popping up in a variety of ways; whether it’s
the main graphic of the site for big impact (e.g.
Evolution Fresh, RIGHT) or used for more subtle
and unexpected details. It engages visitors, which
can help hold attention and drive sales.
WHAT DOES
THIS MEAN FOR
MARKETERS?
As the examples show, when used right, the brilliance and spontaneity of watercolors
can engage an audience with a look that’s lively, warm and original. They can capture a
consumer’s attention and imagination, while bolstering the craftsmanship of a product.
They can accentuate a brand’s essence and differentiate it in a highly competitive
landscape. However, watercolors aren’t for everyone. Marketers need to carefully consider
a brand’s attributes and personality to determine if they align with the natural strengths of
this art medium. /
SIGHTINGS 2014 : 1
16
CREDITS
WORKS CITED:
Photo: Hormel. http://hormel.com/Brands/HormelRevWraps.aspx.
A SUDDEN WASH OF WATERCOLOR
HOW BIG IS GOING ‘SMALL’
Photo: Oscar Mayer. http://photos.prnewswire.com/featured/prnthumbnew/20140224/CG69927.
New York Magazine, The Cut. “New York Fashion Week in Watercolor.” September 17, 2012. http://nymag.com/thecut/2012/09/
new-york-fashion-week-in-watercolor/slideshow/2012/09/16/the_illustrated_collections/.
Chipotle. Date accessed: March 25, 2014. http://www.chipotle.com.
Coach. Date accessed: March 24, 2014. http://www.coach.com.
Cohen, Noam. “Chipotle Blurs Lines With a Satirical Series About
Industrial Farming.” The New York Times, January 27, 2014. http://
www.nytimes.com/2014/01/27/business/media/chipotle-blurs-lineswith-a-satirical-series-about-industrial-farming.html.
Gustafson, Krystina. “From overexposed to on-trend: Coach bets
on fashion.” CNBC, February 5, 2014. http://www.cnbc.com/
id/101385251.
TRACKING CONSUMERS IN THE WILD
“MyMagic+ for Walt Disney World Annual Passholders.” Walt Disney
World. Date accessed: March 24, 2014. https://disneyworld.disney.
go.com/plan/my-disney-experience/passholder/
Dockterman, Eliana. “Now Disney Can Track Your Every Move with
NSA-Style Wristbands.” Time, January 2, 2014. http://entertainment.
time.com/2014/01/02/disney-nsa-style-magic-bands-theme-park/
Genlux magazine. “Far, Far Away.” Spring / Summer 2013. http://
www.genlux.com/far-far-away-by-daniel-castro-katie-rodgers/.
Iliya, Kareem. Date accessed: March 20, 2014. http://kareemiliya.
com/KAREEMILIYA/INTRO.html.
Lindquist, Diane. “The Aquarelle Estate.” The Dieline, November 5,
2013. http://www.thedieline.com/blog/2013/11/5/the-aquarelleestate.html
Starbucks. Date accessed: March 24, 2014. http://www.starbucks.
com.
Gottipati, Hari. “With iBeacon, Apple is going to dump on NFC and
embrace the internet of things.” Gigaom, September 10, 2013.
http://gigaom.com/2013/09/10/with-ibeacon-apple-is-going-todump-on-nfc-and-embrace-the-internet-of-things/
Stinson, Liz. “With Stunning New Stores, Starbucks Has a New Design
Strategy: Act Local.” Wired, January 8, 2014. http://www.wired.com/
design/2014/01/starbucks-big-plan-to-be-your-cozy-neighborhoodcoffee-shop/#slideid-386901.
Griffith, Erin. “Consumer hate in-store tracking (but retailers, startup
and investors love it).” CNNMoney, March 24, 2014. http://tech.
fortune.cnn.com/2014/03/24/consumers-hate-in-store-tracking-butretailers-startups-and-investors-love-it/
Photo: Chipotle. http://farmedanddangerous.com/.
Grobart, Sam. “Apple’s Location-Tracking iBeacon is Poised for Use
in Retail Sales.” Bloomberg Businessweek, October 24, 2013. http://
www.businessweek.com/articles/2013-10-24/apples-locationtracking-ibeacon-poised-for-retail-sales-use
Tinrocket, LLC. “Waterlogue.” March 20, 2014. http://www.waterlogueapp.com.
Palmeri, Christopher. “Disney Bets $1 Billion on Technology to Track
Theme-Park Visitors.” Bloomberg Businessweek, March 7, 2014.
http://www.businessweek.com/articles/2014-03-07/disney-bets1-billion-on-technology-to-track-theme-park-visitors#r=read
Photo: The Aquarelle Estate. http://www.thedieline.com/
blog/2013/11/5/the-aquarelle-estate.html.
Placed . “About.” Date accessed: March 24, 2014. http://www.
placed.com/about/about.
Photo: Carr & Sons of Ireland. http://www.thedieline.com/
blog/2013/10/2/carr-and-sons.html.
Photo: Waterlogue app.
“Youthyforever: What’s Inside.” Youthyforever. Date accessed March
13, 2014. http://www.youthyforever.com.
Robison, Peter. “Tracking Every Move You Make–for a $5 Gift
Card.” Bloomberg Businessweek, February 14, 2014. http://www.
businessweek.com/articles/2014-02-14/tracking-every-move-youmake-by-gps-for-a-5-gift-card-without-that-nsa-taint
Berry, Donna. “On the cusp of a healthy beverage boom.” Food
Business News, July 8, 2013. http://www.foodbusinessnews.net/
articles/news_home/Consumer_Trends/2013/07/On_the_cusp_of_a_
healthy_bever.aspx.
Staggs, Tom. “Taking the Disney Guest Experience to the Next Level.”
Disney Parks Blog, January 7, 2013. http://disneyparks.disney.
go.com/blog/2013/01/taking-the-disney-guest-experience-to-thenext-level/
Photo: Coca-Cola Company. http://www.coca-colacompany.com/
coming-together/introducing-habu-herbal-drink-debuts-in-thailand.
Photo: Shopkick. http://www.shopkick.com/shopbeacon.
Photo: Coach. http://www.coach.com/online/handbags/genWCM10551-10051-en-/Coach_US/StaticPage/freja_beha?LOC=nys.
SIPPING THE WAY TO A BETTER YOU
“Anti-Aging, Anti-Cancer Juice.” Refrigerated and Frozen Foods. October 17, 2013. http://www.refrigeratedfrozenfood.com/articles/87301anti-aging-anti-cancer-juice.
“Brioni’s: Healthy Morning.” Brioni’s. Date accessed March 13, 2014.
http://www.brionis.com/healthymorning/.
Photo: Brioni. http://www.brionis.com/healthymorning/.
Photo: Youthy. http://www.youthyforever.com/.
PROTEIN TO THE PEOPLE
Clif Bar & Company. (2014). New CLIF Kids’ Snack Bar Makes
Portable Protein Delicious, Nutritious. [Press Release], Retrieved
from http://www.businesswire.com/news/home/20140312005519/
en/CLIF-Kids%E2%80%99-Snack-Bar-Portable-Protein-Delicious#.
U07NBeZdUhM.
Hormel Foods. (2014). Hormel Foods Energize the Protein-Based
Snack Category with the Launch of Hormel® Rev® Wraps. [Press
Release], Retrieved from http://www.hormelfoods.com/Newsroom/
Press-Releases/2013/07/20130717.
Oscar Mayer. (2014). The Oscar Mayer Brand Introduces P3 Portable
Protein Pack, a Groundbreaking Alternative to Gels, Powders and
Bars. [Press Release], Retrieved from http://www.prnewswire.com/
news-releases/the-oscar-mayer-brand-introduces-p3-portableprotein-pack-a-groundbreaking-alternative-to-gels-powders-andbars-246857941.html.
Schultz, E.J. “‘Got Milk’ Dropped as National Milk Industry Changes
Tactics.” AdAge, February 24, 2014. http://adage.com/article/news/
milk-dropped-national-milk-industry-tactics/291819/.
Photo: Walt Disney Co.. https://disneyworld.disney.go.com/plan/mydisney-experience/bands-cards/.
PUTTING YOUR MONEY WHERE YOUR MISSION IS
Berthiaume, Dan. “Report: CVS tobacco decision spurs social media
discussion.” Chain Store Age, February 6, 2013. http://chainstoreage.com/article/report-cvs-tobacco-decision-spurs-social-mediadiscussion.
Bruce, Mary. “President Obama Visits NYC, Takes Surprise Shopping
Trip to the Gap.” ABC News, March 11, 2014. http://abcnews.
go.com/blogs/politics/2014/03/president-obama-visits-nyc-takessurprise-shopping-trip-to-the-gap/.
CVS Caremark. “This is the right thing to do.” Date accessed: March
12, 2014. http://info.cvscaremark.com/cvs-insights/cvs-quits.
Lobosco, Katie. “Starbucks CEO backs minimum wage raise.” CNN
Money, March 20, 2014. http://money.cnn.com/2014/03/19/news/
companies/schultz-minimum-wage/.
Murphy, Glenn. “A Message from Glenn,” Gap.com. Date accessed:
March 12, 2014. http://bananarepublic.gap.com/Asset_Archive/
BRWeb/content/0007/702/228/glenn_message.html.
Murphy, Glenn. “Gap is doing more….” In an email communication
to the Gap community (email list). Date received: March 11, 2014.
Photo: Milk Processor Education Program. http://milklife.com/fun.
Photo: John Phelan (Creative Commons).
Photo: Clif Bar & Company. http://www.clifbarstore.com/products/
clif_kid/clif_kidzprotein.
Photo: Email message from Gap, Inc. to the Gap community.
SIGHTINGS 2014 : 1
17
Les Délices de Michèle. Date accessed: March 20, 2014. http://www.
lesdelicesdemichele.com/index.html.
Carr & Sons of Ireland. Date accessed: March 20, 2014. http://www.
carrandsons.ie/our-products.
Evolution Fresh Inc. Date accessed: March 20, 2014. http://www.
evolutionfresh.com/en-us/our-story.
Photo: Genlux magazine.
Photo: Les Délices de Michèle. http://www.lesdelicesdemichele.com/.
Photo: Evolutionfresh.com.
Anthem is a global creative agency that
actively connects brands with people by
amplifying desirability—creating an insatiable
thirst for brands from package design to brand
campaign. Anthem sells brands to drive brand
performance. Anthem is part of the brand
development group of SGK (NYSE: SGK),
formerly marketed as Schawk, Inc. For more
information visit: http://www.anthemww.com.
©2014 Schawk, Inc. All rights reserved.
No part of this work may be reproduced in
any form without written permission from
the copyright holder. Schawk is a registered
trademark of Schawk, Inc. The Schawk and
BLUE logos are trademarks of Schawk, Inc.
The SGK, Anthem and Brandimage logos
are servicemarks of Schawk, Inc. All other
trademarks are the property of their respective
trademark owners.
https://www.linkedin.com/company/anthemww
http://www.facebook.com/AnthemWorldwide
http://www.twitter.com/anthemww
http://www.youtube.com/anthemww
/
CONTACT:
Nanda Sibol
Senior Director
Brand Strategy
nanda.sibol@anthemww.com
SIGHTINGS 2014 : 1
18