When Dunn became the CEO of Bolthouse, in 2008, he had 20 years' experience in the soft drinks industry. If Coca-Cola could persuade people to drink more than a billion servings of its soda each day, he wondered, why couldn't Bolthouse do the same for a vegetable? He and his team decided to use some of the tactics of junk food companies, which are experts in demand creation. "Eat 'Em Like Junk Food, Bolthouse's multimillion-dollar marketing campaign, used tongue-in-cheek TV, print, and digital ads to liken baby carrots to Cheetos, Doritos, and other snack food favorites. The company put its products in vending machines, used "Sesame Street" characters on its packaging, and sold through retailers such as Walmart and 7-Eleven. It created carrot snack packs, developed 27 varieties of juices and smoothies, and put veggie and fruit purees in squeezable tubes. And it attracted the attention of Campbell's, which acquired Bolthouse in 2012.

【書誌情報】

ページ数：6ページ

サイズ：A4

商品番号：HBSP-R1510A

発行日：2015/10/1

登録日：2015/9/28