Blog: Propaganda power
Catherine Sleep | 9 July 2004
It’s always fascinating to find out what makes people buy various products in different countries. Price, convenience, health, taste: all these are crucial factors. But advertising, personal recommendation, celebrity endorsement, tie-ins and word of mouth can also play a huge part.
It’s an art rather than a science. Here in the UK a lady called Delia Smith, one of the earlier breed of celebrity chefs, has had huge influence on products’ success or failure. In fact she single-handedly brought about The Great Cranberry Crisis of 1995 when her fans cleared supermarket shelves of the fruit, and a previously small-time saucepan manufacturer saw its turnover soar with a mention of its omelette pan. Companies have been saved by a single recommendation from Delia.
In Japan things are somewhat different. The top propagandist is a daytime TV show with incredible sway over purchasing decisions, notably in the health food market. Among the unlikely hit products are cocoa, red wine, amino acids, almonds and even smoked hams. We asked our Japan correspondent Michael Fitzpatrick to investigate the phenomenon, which members can read about in the Feature of the Week, hyperlinked below.
Danone completed its US$12.5bn acquisition of WhiteWave Foods this week. The move will roughly double Danone's presence in North America, where WhiteWave is a top four dairy player. ...
Premier Foods plc revealed today (28 March) it has secured a deal with its pension scheme trustees that will see the UK food maker reduce its pension burden....
Hain Celestial, under the scrutiny of the investment community in recent months and facing some challenges in its domestic market, has announced another shuffling of its management pack....
FrieslandCampina, which today served up higher profits but lower sales for 2016, is ready to offload the last non-dairy business owned by the Dutch cooperative giant....
- Danone's Q1: four things to learn
- Who will buy Danone's Stonyfield business?
- Nestle Q1 update: four things to learn
- Column: Why snacking is the new meal
- Interview: Sir Kensington's on sale to Unilever
- Tyson shops Sara Lee bakery, Kettle and Van's
- Nestle to cut UK confectionery jobs
- PepsiCo affirms full-year target as Q1 hits mark
- Tyson to buy burger-to-entree firm AdvancePierre
- Icelandic to sell Saucy Fish Co. owner Seachill