Welcome to the latest copy of Marketer's Brief, a quick booty on business news, moves and trends from Ad Age's reporters and editors. Send tips/suggestions to eschultz@adage.com.
Kraft Heinz has a new breakfast account for apathetic bodies (egg not included), Heineken re-ups with Major League Soccer and Walmart has alien a new e-commerce play, for bedding. But aboriginal we analysis in on the acknowledgment to a pro-female whisky business move that's axis active this week.
Johnnie Walker is accepting affluence of absorption for its new female-friendly Jane Walker version, but not all of it is positive. Stephen Colbert poked fun at the special-edition alms aftermost night, saying, "Female drinkers everywhere will say, 'Finally, a cast that is arrogant to me.'"
Meanwhile, Elle acclaimed that "in this post-Lady Doritos world, the move was unsurprisingly met with backfire on amusing media." Below, an example.
Johnnie Walker-owner Diageo is putting its money area its aperture is, with affairs to accord $1 for every canteen of the Jane Walker copy to pro-women's causes up to a absolute of $250,000. Johnnie Walker VP Stephanie Jacoby explained to Elle that "this wasn't about authoritative a whisky for women. We would never accomplish annihilation that's 'for women's palates.' Taste buds accept no gender." (The aqueous central is the approved Atramentous Label blend.)
Rather, Johnnie Walker, in a columnist release, positioned the move as a attribute of the brand's "commitment to progress." It acicular out that "nearly 50 percent of the brand's 12 able blenders are women, with changeable administration beyond business and C-Level executives." Earlier this week, Diageo abutting the "Free the Bid" movement in abutment of women ad directors.
Kraft Heinz hopes shoppers will pay for a cup of accessibility with Aloof Able an Egg, a new cast of microwavable cups that affection its Ore-Ida potatoes, meat and cheese. As the name suggests, diners, that's right, aloof able an egg into the cup, again activity and bake to get breakfast. It's a somewhat agnate access to Tyson Foods' Jimmy Dean Simple Scrambles, which came out aftermost year
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