the food issue - creating brand desirability food issue on the offense ... butter, cane sugar, and...

THE FOOD ISSUEFOOD ON DEMAND Quality Food, Whenever and Wherever You Want It

ON THE OFFENSE AGAINST OBESITY New Regulations & Marketing to Curb the Trend

FOOD MEETS MEDIA CPG & Media Brands Partnering in the Grocery Store

EATING WILD Food Fit for Cavemen

THE FIRST TRANSMEDIA OLYMPICS The 2012 Approach to Sponsoring the Olympics

LATIN RISING Growing Influence in America

INSPIRING OBSERVATIONS FROM AROUND THE GLOBE | 2012 | ISSUE 2

2 SIGHTINGS: 2012, ISSUE 2 2 SIGHTINGS: 2012, ISSUE 2 2

IN THIS ISSUEIn this issue of ANTHEM SIGHTINGS, we bring a focus to the food world exploring trends and what’s happening in marketing, branding, innovation, and design. We then continue to look at the bigger picture, delving into topics that demonstrate just how dynamic our world continues to be.

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THE FOOD ISSUEON THE OFFENSE AGAINST OBESITY 8 New Regulations & Marketing to Curb the Trend

FOOD MEETS MEDIA 10 CPG & Media Brands Partnering in the Grocery Store

FOOD ON DEMAND 12 Quality Food, Whenever and Wherever You Want It

MAKE IT BETTER 14 It Can Be as Simple as That

RETROVORE 15

INFORMALITY REIGNS 16 Changing What and How We Eat

OUT OF THIS WORLD FLAVORS 18 This Year’s Popular Cultural Cuisines

EATING WILD 20 Food Fit for Cavemen

THE FIRST TRANSMEDIA OLYMPICS 22 The 2012 Approach to Sponsoring the Olympics

BOOMERANG 25 New & Improved No Longer the Best

LATIN RISING 27 Growing Influence in America

SIGHTINGS: MOVING FORWARD TO 2012 – INTO ACTION 29 Macro Trend + Sighting = Brand Ideas!

SEE & BE SEEN 31

4 SIGHTINGS: 2012, ISSUE 2

ON THE OFFENSE AGAINST OBESITY New Regulations & Marketing to Curb the Trend

Obesity as a rising health issue is not new. A problem in the U.S. for some time, it has now become a worldwide health concern. Recently, as more nations face rising incidences of obesity in their populations, marked actions are being implemented globally to address the upward trend.

To be sure, food companies and restaurants have made an effort to offer healthier options for some time, but the continued upward obesity trends are resulting in the stronger actions being noted in this article. Businesses would be well served to innovate and change before they are forced to do so. These moves suggest that food marketers should continue the path towards healthier options, from what’s put into foods, to the serving size, to how it’s marketed. Both product innovation and the right marketing communication will be critical for success. SIGHTINGS: New York City and Mayor Michael Bloomberg, United Arab Emirates, The Walt Disney Company, Jenny Craig FOOD MEETS MEDIA CPG & Media Brands Partnering in the Grocery Store

Co-branding, when two brands from different companies or within the same company partner to leverage another’s equity for mutual benefit, has been a marketing tactic for some time—take Breyer’s and Hershey’s, Lay’s and KC Masterpiece, and Tide and Febreze, for example. Such partnerships work well when each brand is able to leverage its strengths to benefit the other and create a powerful synergy. In the past, these partnerships have primarily been between two CPG brands, but today we’re seeing different partnerships forming between CPG and media brands targeted towards adults.

Sometimes marketers close off brand opportunities, because they carefully consider a brand’s equities and don’t see opportunity for extension. Yet these examples should remind marketers that brand stretch is possible through credible borrowed equities and carefully chosen

partners. And those equities don’t have to be other brands, as these examples also show. In these cases, the brands gain stronger product and promotional propositions, while the media brands in turn gain exposure and awareness to new and larger audiences. It remains to be seen if these media equities are able to bear as much weight with adults as media properties with kids. But at least these brands are creatively seeking assets to extend beyond their cores and offer relevant product propositions for consumers. SIGHTINGS: Fitness Magazine & Cheerios, Men’s Health & Planters, Healthy Choice & Bravo’s Top Chef

FOOD ON DEMAND Quality Food, Whenever and Wherever You Want It

For businesses, it’s been a challenge to fulfill the needs of consumers looking for quick, convenient solutions that don’t forego the carefully crafted, high-quality, great tasting foods they would find in a restaurant or in the kitchens of their own homes. Recently, a few businesses and entrepreneurs have made strides in bridging the gap, finding ways to do just that and forcing us to rethink what we associate with fast food on demand.

Fast food no longer equates to just mass-produced foods with subpar ingredients. Businesses are finding innovative ways to answer the need of time-crunched consumers who beg for quality foods that don’t require them to go out of their way. Just as the concept of fast food continues to be challenged, marketers should anticipate which norms in other aspects of the eating experience could be evolving. The reality is that consumers don’t want to give up quality food or quality eating experiences but are balancing the demands of modern life. The task for food marketers—deliver convenient quality by rethinking each aspect of your business model. SIGHTINGS: Bánh Mì Love You Long Time, Boozely’s, Sprinkles Cupcakes, Seattle’s Best Coffee, Living Social, Evian MAKE IT BETTER It Can Be as Simple as That

Marketers often think that innovation has to be breakthrough

SIGHTINGS IN BRIEF

5

tough, solemn years, consumers are seeking environments boasting lighter moods and are more open to mixing it up when it comes to dining. From casual dining to food trucks to breakfast any time of day, informality is at the forefront of changing food culture today.

The acceptance of such informality means that consumers are becoming more open to change as it relates to their dining out experiences. Marketers should be aware that among consumers, there is more support for environments and solutions in which consumers can relax and dine at ease without anyone dictating how things should be done. Marketers should look to create ways that allow more casual and open experiences for consumers to kick back and enjoy.SIGHTINGS: Spuntino, The Riding House Café, PolPo, Cantine California, Le Camion Qui Fume, Taco Bell, Wild Honey, The Rotisserie

OUT OF THIS WORLD FLAVORS

Every year, foods from a particular country or region gain awareness and momentum to go beyond their geographic borders to land on the world’s plate. Additionally, consumers today are having fun trying new foods and are actively seeking out new flavor adventures. Four cuisines coming to our tables this year as a result of these two factors are Peruvian and Regional Cuisines and Korean and Jewish Foods.

Food manufacturers and marketers should embrace and encourage consumers’ willingness to experiment with such foods. Be specific—not mainstream—and offer variety, variety, variety. Don’t shy away from world flavors, unique ingredients, and unusual combinations. Regardless of the cuisine du jour, it’s the promise of delicious exploration that will keep your consumers coming back for more.SIGHTINGS: Peruvian cuisine, La Mar Cebicheria Peruana, Korean food, Jung Sik, Jewish food, Kutsher’s Tribeca, Regional cuisine

EATING WILD Food Fit for Cavemen

The pet food world has been inspired by the theory that pets should eat as if they were still living in the wild (consider the pet foods Naturally Wild from Eukanuba and Wilderness from The Blue Buffalo Co.). This type of thinking is starting to infiltrate human food as well, as some champion the idea of eating as if we were still in prehistoric times. This trend may be inspired by the idea that our food has become too processed, too industrialized, and too clean, stripped of its natural elements. Beyond slow food, wild eating goes

and game changing, yet great innovation can often be achieved by just doing it better than in the past or than the other guy. The food industry is a market that understands this concept well, which makes sense when one considers that NPD reports year over year in its U.S. National Eating Trends that we tend to eat the same things decade after decade. But we aren’t just eating the same things necessarily; we are eating and drinking better. Consider: the better burger (e.g., In-N-Out Burger), the better coffee (e.g., Starbucks), or the better chocolate (e.g., Scharffen Berger).

Product improvements have always been on the marketers’ yearly to-do lists. But making it better is about more than that. It’s not about making incremental improvements (just make it a little creamier, for example). No, making it better is about rethinking traditional food and re-imagining it into new, better forms. It requires daring to ask how things can be done differently and to break outside existing frameworks. Sometimes this is all it takes—take something familiar, but make it better. You just might end up with a hit on your hands.SIGHTINGS: Gourmet Donuts, Coffee, Juice from Evolution Foods RETROVORE

The food category has seen an influx of products reflecting, in more ways than one, the qualities of goods from the past. This isn’t nostalgia for nostalgia’s sake—we’re seeing a direct mirroring of products from previous decades, even centuries ago, from recipe to distribution. It means full fat butter, cane sugar, and other rich, unadulterated ingredients. It means small batch production and traditional methods of preparation. Designs complement these products by cueing the styles of their respective eras. These products have lured consumers from a product standpoint, offering quality and care crafted concoctions, as well as from a design perspective, providing intricate designs that take us on a trip to the past. SIGHTINGS: Loveless Café, Boylan’s Bottling Company, Adams & Harlow, McClure’s

INFORMALITY REIGNS Changing What and How We Eat

A closer look at the dining out occasion demonstrates changing food habits around the world. More and more, diners are becoming receptive to casual settings and informality. This recent restaurant trend may signal influence from the youthful Millennial generation that is open to such change, or it could be driven by the post-recession sense of community that has created a willingness to engage in more social dining experiences. After getting through several

6 SIGHTINGS: 2012, ISSUE 2 6

even further back to the basics towards more simple—and sometimes exotic—foods that many consider healthier. If marketers were to take heed of the advice to seek passionate niches to identify trends and where to place their bets on innovation, you might just find one here. This wild food movement could be the next evolution of natural, organic, and slow food—don’t just grow it, forage for it. Don’t just eat natural or organic, get back to the basics of how we are meant to eat. SIGHTINGS: Paleo Diet, Sauvage, Paleo, Steve’s Originals, Paleo Baking Company, Langdon Cook THE FIRST TRANSMEDIA OLYMPICSThe 2012 Approach to Sponsoring the Olympics

With the 2012 Summer Olympic Games only a short time away, this year’s Olympic sponsors are fully ramping up for the event. In the four short years since Beijing, the demand for an even more spectacular showing from advertisers has been building, along with the continued rise of digital and social media. This London Olympics is being called the first “social Olympics,” where fans around the globe will experience the games and likely interact through Facebook and Twitter. Sponsors of the games are approaching their role unlike past games, using an approach called transmedia storytelling.

Transmedia storytelling is an evolution from fully integrated marketing communications that has grown from our increasingly digital world. While integrated marketing communications leverages one message across multiple platforms, transmedia storytelling communicates different things within the broader strategy (or story) across multiple platforms and multiple audiences.

For marketers, transmedia storytelling is an approach that is a needed progression from integrated marketing and can be valuable on a much smaller scale than the Olympics. As marketing gets more complex with brands wanting to reach multiple consumer targets, more global brand expansion, and an expanding marketing toolkit, this approach is a needed evolution. To work well, the story must have a strong and compelling idea and then use different elements of the marketing mix to tell different parts of the story. But transmedia storytelling isn’t for the faint-hearted. It is a complicated approach that requires planning, commitment, and strong execution. A watchout—those programs not executed perfectly can fall short very quickly. But don’t let this discourage you; transmedia storytelling is the way of the future.SIGHTINGS: 2012 Summer Olympic Games in London, Coca-Cola, Mark Ronson, Visa, Procter & Gamble, Samsung

BOOMERANG New & Improved No Longer the Best

More and more there are examples of past “new and improved” innovations, if you will, that are today being turned on their heads. What once was improved is now being proven to not be the best. Take, for instance, the convenience of TV dinners and space food heralded in the 1960s. In the past it was novel, but today for many is viewed as sacrilege that sparked a movement to go back to food basics. What does this mean for marketers? While innovation has traditionally been inspired by looking into the future, we might just find that innovation can be fueled by going back in time.

Marketers can get inspired by such boomerang-learning. Perhaps companies will find that past formulations (already developed and investments made) are better than developing something new. Perhaps we’ll see consumer behavior continue to revert back to past behavior, to which marketers can respond with new offerings (e.g., the organic and natural food movement). What we might expect is that beyond flashbacks, innovation can stop looking solely to the future and instead can be inspired by doing a boomerang and looking backwards to old solutions that are simply better.SIGHTINGS: Travel Agents, Playgrounds, Independent Bookstores

LATIN RISINGGrowing Influence in America

Beyond Jennifer Lopez joining American Idol, it’s clear that Latin influence is growing in America—it’s evidenced in food, fashion, pop culture, marketing, and retail. Perhaps that shouldn’t be surprising given the latest U.S. census that shows the Hispanic population as the nation’s largest ethnic group, having grown 43 percent in the last decade (from 2000-2010) and with a spending power expected to reach $1.3 trillion by 2013. This influence is also likely driven by the growing strength of Brazil in the global economy. Marketers should make note—with Latin rising, don’t be left behind.SIGHTINGS: Peruvian cuisine, Cheerios, Havaianas, Melissa shoes, Sofia Vergara, Zumba, Starbucks, Salma Hayek, Got Milk? campaign, Macy’s

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THE

FOOD ISSUEIn this Food Issue, we explore trends and Sightings across marketing, branding, innovation, and design that are shaping what and how we eat today. Some take us backwards in a sense—consider “Informality Reigns” and “Eating Wild”—while others suggest our progression forward—such as “Food on Demand” and “Food Meets Media.”

INNOVATION

BRANDING

DESIGN

TRENDS

MARKETING


New Regulations & Marketing to Curb the TrendObesity as a rising health issue is not new. A problem in the U.S. for some time, it has now become a worldwide health concern. Recently, as more nations face rising incidences of obesity in their populations, marked actions are being implemented globally to address the upward trend.

Leading the offensive in New York City is Mayor Michael Bloomberg, who is calling for a ban on sugary drinks larger than

16 ounces in food-service enterprises. He cites the following statistics in

support of his proposal—roughly 30 percent of New Yorkers

consume more than one sweetened drink a day and over 50 percent are obese or overweight. The ban would be extensive since it would include any sweetened beverage sold in a myriad of venues such as fast food chains, restaurants, delis, sports stadiums, street carts, and movie theaters.

While it might seem aggressive to ban the sale of large sugary beverages, that is nothing compared to what is happening in the United Arab Emirates. Unable to change behavior with healthy eating guidelines alone, the Ministry of Health has recently proposed new legislation that will make it a federal offense to serve kids junk food. Not only will food companies be scrutinized across all seven emirates in both private and public schools—so will parents sending food from their own home. “Tiffin boxes brought from home will be monitored so that parents also follow the guidelines and pack healthy lunches,” said Dr. Mariam Matroushi, the Director of Health Legislation.

Back in the U.S., The Walt Disney Company with First Lady Michelle Obama announced two landmark initiatives. The first is that all food and beverages sold in Disney’s theme parks and resorts will be in line with federal nutrition guidelines by 2015; the second is that food and drinks not in line with nutrition standards will not be advertised on any of their networks or platforms. The significance of this action cannot be overstated, as Disney is the world’s largest entertainment company. Obama had this to add, “With this new initiative, Disney is doing what no major media company has ever done before in the U.S.—and what I hope every company will do going forward.”

Mayor of New York, Michael Bloomberg, is leading the offense against obesity, calling for a ban of sugary beverages larger than 16 ounces in food-service enterprises.

ON THE OFFENSE AGAINST OBESITY

THE FOOD ISSUE: MARKETING

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To be sure, food companies and restaurants have made an effort to offer healthier options for some time, but the continued upward obesity trends are resulting in these stronger actions being taken. Businesses would be well served to innovate and change before they are forced to do so. Food marketers should continue the path towards healthier options, from what’s put into foods, to the serving size, to how it’s marketed. As an example, consider Jenny Craig taking its weight loss program to France. To succeed in this market, the company is smartly customizing its program to meet the needs of the French consumer, including communal dining, light activity, and fewer eating occasions. The difference in consumer mindset is most evident in the marketing messages. In the U.S., the focus is on motivation and building self-esteem, “Feel Like New. Feel Like You.” Whereas in France, the message is much more functional—Mariah Carey says, “I did the Jenny Craig solution. It works! Why not you?” For food marketers, the lesson here from both Jenny Craig and the changing landscape, especially with weight management and obesity, is that while product innovation is important, the right marketing communication will also be critical for success.

In Brazil, public health supporters are proposing a wide range of aggressive legal measures: healthier school meals, stricter warnings on unhealthy food products, and taxes.

In France, in an effort to control growing childhood obesity, diet guru Pierre Dukan has advocated that students be graded on their weight.

In Germany, consumer groups are in an uproar over how food companies entice children to eat unhealthy meals by using animal shapes, inserting toys in cereal boxes, and enhancing taste with artificial flavors.

In Hungary, the government enacted a new tax on food products that are high in carbs, sugar, and/or salt.

FROM AROUND THE GLOBE: SOUTH AMERICA & EUROPE

In an effort to help curb the obesity epidemic, The Walt Disney Company will be requiring all of the food and beverage products sold at its theme parks and advertised on its media networks to meet federal nutrition guidelines.

THE FOOD ISSUE: MARKETING


FOODMEETSMEDIA

Co-branding, when two brands from different companies or within the same company partner to leverage another’s equity for mutual benefit, has been a marketing tactic for some time—take Breyer’s and Hershey’s, Lay’s and KC Masterpiece, and Tide and Febreze, for example. Such partnerships work well when each brand is able to leverage its strengths to benefit the other and create a powerful synergy.

In the past, these partnerships have been primarily between two CPG brands, but today we’re seeing different partnerships forming between CPG and media brands. While media brands are no stranger to the grocery store—they frequently are on products targeted at kids, such as SpongeBob SquarePants and Kellogg’s in the cereal aisle—today we’re seeing media properties on products targeted to adults. Take, for instance, Fitness magazine and Cheerios, Men’s Health and Planters, and Healthy Choice and Bravo’s Top Chef.

In the last two years, Multigrain Cheerios has partnered with a weight loss brand—first with The Biggest Loser in 2011 and this year with Fitness magazine. Through the current partnership, Multigrain Cheerios offers online weight loss tools, a weight loss plan, and fitness plans, giving the brand the credibility to go head-to-head with cereal rival Special K in the weight loss market. Unlike its competition, Multigrain Cheerios does not offer a two-week weight-loss challenge. What it does offer is the expertise of its partner, Fitness magazine, a credible source in healthy and active living. For Fitness magazine, Multigrain Cheerios reaches a much broader audience and allows Fitness to expand beyond its current readership.

Planters Nuts and Men’s Health magazine have recently joined forces to develop and market a nutritious nut mix as part of Planters’ Nut-rition line. Planters launched this new, healthier line a few years back and now can more easily target men specifically. Planters had been considering

CPG & Media Brands Partnering in the Grocery Store

A win-win relationship was created when Planters partnered with Men’s Health magazine on a recommended mix specifically targeted at men.

THE FOOD ISSUE: BRANDING

11

the male target for years, and through this partnership is hoping to gain credibility and further consumer insight. Advertising headlines state, “The Manliest Mix We’ve Ever Assembled.” Planters also released an infographic called “The Modern Man Index,” which reinforces nuts as a nutritious and manly snack. What’s in it for Men’s Health? This partnership provides greater visibility with its target consumer and reinforces its value proposition.

While the first two examples lent the credibility of health, Healthy Choice is seeking a different halo to complement its already healthy image. The brand has partnered with the popular culinary show Top Chef, in a venture reported to be “the largest integrated marketing partnership” in each of their respective histories. The ongoing collaboration has included a host of marketing tactics, including a web series called Top Chef Healthy Showdown (where previous Top Chef contestants compete to be the Flavor Ambassador for Healthy Choice) and integration in Top Chef: Texas, and in the future will include Healthy

Choice product launches inspired by Top Chef. For Top Chef, this means extending its brand into the grocery store, reaching a larger audience, and creating new touchpoints. For Healthy Choice, Top Chef reinforces a message of culinary taste and quality while adding cultural relevance to the brand.

Sometimes marketers close off brand opportunities because they carefully

consider a brand’s equities and don’t see opportunity for extension. Yet these

examples should remind marketers that brand stretch is possible through credible

borrowed equities and carefully chosen partners. And those equities don’t have to be other brands, as these examples also show. Perhaps borrowing media equities is the other side of the coin to product placement, which has been fueled by the continued fracturing of advertising. In these cases, the brands gain stronger product and promotional propositions while the media brands in turn gain exposure and awareness to new and larger audiences. It remains to be seen if these media equities are able to bear as much weight with adults as media properties with kids. But at least these brands are creatively seeking assets to extend beyond their cores and offer relevant product propositions for consumers.

Healthy Choice has partnered with Top Chef to reinforce the brand’s culinary offerings. Top Chef, meanwhile, is reaching a larger audience by expanding presence in the grocery store.

THE FOOD ISSUE: BRANDING


FOOD ONDEMAND

For businesses, it’s been a challenge to fulfill the needs of consumers looking for quick, convenient solutions that don’t forego the carefully crafted, high-quality, great-tasting foods they would find in a restaurant or in the kitchens of their own homes. Recently, a few businesses and entrepreneurs have made strides in bridging the gap, finding ways to do just that and forcing us to rethink what we associate with fast food on demand.

In San Francisco, a community of local food entrepreneurs has popped up and is bringing delectable products directly to its consumers through bicycle-powered delivery. Bánh Mì Love You Long Time’s Jessica Nguyen will load her bike basket and travel across the city to personally deliver her homemade Vietnamese sandwiches straight into the hands of her adoring fans—fans who may be lounging in the middle of the Mission’s Dolores Park or just working through lunch at their office. Similarly, Boozely’s founder, Brad Koester, will bike or walk his hand-packed pickle, green bean, and okra preserves to those within the city limits.

Vending machines are an old staple in office lunchrooms, on school campuses, and nearly everywhere else people might need a quick bite. But next time you pass a vending machine, don’t assume it’s stocked with the typical bagged chips and chocolate bars. Some companies are finding ways to deliver top-quality, fresh goods with a press of a button. In France, bakery owner Jean-Louise Hecht loads pre-cooked baguettes into vending machines near his shops for passersby to purchase and enjoy 24/7. Similarly, Sprinkles Cupcakes’ Beverly Hills location operates a cupcake ATM machine delivering fresh cupcakes all day long. Meanwhile, Seattle’s Best Coffee in the U.S. is rolling out its Rubi kiosks at drugstores, groceries, and mass-market retail chains, dispensing specialty drinks such as vanilla lattes so you’ll be able to ditch the generic

Jessica Nguyen of Bánh Mì Love You Long Time personally delivers handmade Vietnamese sandwiches on her bicycle to patrons in San Francisco, California.

THE FOOD ISSUE: INNOVATION

Quality Food, Whenever and Wherever You Want It

13

coffee in favor or more quality grinds while you’re taking care of your errands.

One would be hard pressed to discuss speed and immediacy without any mention of technology. Indeed, several mobile apps are facilitating takeout and delivery of restaurant foods typically reserved for the dine-in experience. In addition to the daily deals they already provide, the group buying company Living Social has added a feature to their mobile app giving consumers the opportunity to have orders delivered or ready for them upon arrival. Evian, producer of premium bottled water, is now testing a new program in the suburbs of Paris that allows consumers to order delivery straight to their doorsteps using a digital device equipped with wireless Internet capability. The Smart Drop can conveniently be placed onto a refrigerator door and allows consumers to specify their desired time and date of delivery.

As these examples have shown, fast food on demand no longer equates to just mass-produced foods with subpar ingredients. Businesses are finding innovative ways to answer the need of time-crunched consumers who beg for quality foods that don’t require them to go out of their way. Just as the concept of fast food continues to be challenged, marketers should anticipate

which norms in other aspects of the eating experience could be evolving. There are already mobile applications that virtually eliminate the time-consuming payment exchange process at restaurants. McDonald’s is also testing table service at some U.K. locations in an effort to gain an edge over competitors and attract more consumers by improving the quality of its customer service. The reality is that consumers don’t want to give up quality food or quality eating experiences but are balancing the demands of modern life. The task for food marketers—deliver convenient quality by rethinking each aspect of your business model.

LEFT: Now patrons of the Beverly Hills location of

Sprinkles Cupcakes can pick up their favorites 24/7 at the newly installed cupcake ATM.

RIGHT: Evian’s Smart Drop device will allow Parisians

to order delivery of products from their refrigerator straight

to their door.




MAKE IT BETTERIt Can Be as Simple as ThatMarketers often think that innovation has to be breakthrough and game changing, yet great innovation can often be achieved by just doing it better than in the past or than the other guy.

The food industry is a market that understands this concept well, which makes sense when one considers that NPD

reports year over year in its U.S. National Eating Trends that we tend to eat the

same things decade after decade. But we aren’t just eating the same things necessarily; we are eating and drinking better. Consider: the better burger (e.g., In-N-Out Burger), the better coffee (e.g., Starbucks), or the better chocolate (e.g., Scharffen Berger).

Today we see food trends following this model. One such 2012 trend is Gourmet Donuts. Yes, more sophisticated and ultimately better than your Dunkin Donuts. From mini-donuts, to filled donuts, to gourmet flavors like crème brûlée, donuts are being re-imagined, made anew, and made better than their predecessors.

Coffee is also expected to get even

better. Better shipping methods (vacuum-sealed compared to non-airtight burlap sacks) and preparation methods are leading to more refined and nuanced flavors, again upping the game against traditional Folgers but also against the mainstay and ubiquitous dark roasts of Starbucks and others.

Or think juice. Who would have thought at this point juice could get any better? But then the founder of Naked Juice launched Evolution Foods, which was acquired by Starbucks late last year and is now on a growth path, offering juice in grocery outlets and selling in its own retail chains. The “better-ness” here? High-pressure processing (HPP) to make juice by keeping it always cold vs. the pasteurization method many juice makers follow. The benefit? Retention of flavor and more of the vitamins, minerals, and nutrients from the fruits and vegetables.

Product improvements have always been on the marketers’ yearly to-do lists. But making it better is about more than that. It’s not about making incremental improvements (just make it a little creamier, for example). No, making it better is about rethinking the traditional food and re-imagining it into new, better forms. It requires daring to ask how things can be done differently and to break outside existing frameworks. Sometimes this is all it takes—take something familiar but make it better. You just might end up with a hit on your hands.

Evolution Foods puts a twist on traditional bottled juices by using high-pressure processing. The method promises to help retain more of the nutrients found in fruits and vegetables.

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A

B

D

THE FOOD ISSUE: DESIGN

The food category has seen an influx of products reflecting, in more ways than one, the qualities of goods from the past. This isn’t nostalgia for nostalgia’s sake—we’re seeing a direct mirroring of products from previous decades, even centuries ago, from recipe to distribution. It means full fat butter, cane sugar, and other rich, unadulterated ingredients. It means small batch production and traditional methods of preparation. Designs complement these products by cueing the styles of their respective eras. These products have lured consumers from a product standpoint, offering quality and care-crafted concoctions, as well as from a design perspective, providing intricate designs that take us on a trip to the past.

(A) The Loveless Café, a hallmark of Nashville, Tennessee since the 1950s when it began as a café and motel, now packages its preserves made with the original recipe from Annie Loveless herself, who made her first batch in 1951. The jar’s label features the original Loveless Café and motel neon sign that stood just off the highway.

(B) Boylan’s Bottling Company uses pure cane sugar in its beverages and still manufactures its sodas in small batches. Its design reflects the no-frills mentality that the company has continued to express since 1891.

(C) Since 1910, the pork pies of Adams & Harlow have been made with hand-raised pastry at its original facility in Spalding, Lincolnshire. In terms of design, the brand’s mark is inspired from a type popular in the early 20th Century.

(D) Using Great Grandmother Lala’s recipe, the McClure family packs delicious pickles, relish, and bloody Mary mix into jars designed to reflect the retro style of Detroit, Michigan, the birthplace of the family enterprise.

C

RETROVORE

16 SIGHTINGS: 2012, ISSUE 2 16 SIGHTINGS: 2012, ISSUE 2 16

Changing What and How We EatA closer look at the dining-out occasion demonstrates changing food habits around the world. More and more, diners are becoming receptive to casual settings and informality. This recent restaurant trend may signal influence from the youthful Millennial generation that is open to such change, or it could be driven by the post-recession sense of community that has created a willingness to engage in more social dining experiences. After getting through several tough, solemn years, consumers are seeking environments boasting lighter moods and are more open to mixing it up when it comes to dining. From casual dining to food trucks to breakfast any time of day, informality is at the forefront of changing food culture today.

In the U.K., restaurants are transforming to fit the needs of younger consumers who are putting less emphasis on the special eating-out occasion and more emphasis on community and no-fuss dining.

More often today diners are looking to forego the privacy and intimacy that formal dining affords in favor of more pub-style settings that allows all guests to share the dining experience together—strangers or not. Counter-dining, eating at bar counters previously reserved for those looking to grab a quick drink, is becoming popular amongst solo diners who have no qualms with striking up random conversation. In addition, communal-style dining is taking over several London eateries such as Spuntino, The Riding House Café, and PolPo, which provide long, picnic-style tables that allow multiple parties of guests to enjoy their meals together.

Whereas the food trucks craze has now turned the traditional sit-down meal upside-down in the U.S., France has long remained relatively unscathed, holding tight to their bon appétit tradition. However, things have been changing recently and the New York- and California-style mobile food tradition has started to find a following in France. Amidst arguably some of the finest restaurants in the world, Cantine California and Le Camion Qui Fume, two food trucks cooking up typical food

INFORMALITY REIGNSThough it may be considered ubiquitous in many metro areas, having food trucks parked on the streets of Paris is still a novelty.

THE FOOD ISSUE: TRENDS

17 17

truck staples, such as tacos, burgers, and fries, now have daily stops on the streets of Paris. The two trucks blend gourmet, top-quality ingredients one would typically find in an upscale restaurant with an element of informality not yet widely practiced in Parisian food culture.

The next time you step into a restaurant for lunch, don’t be too surprised if you’re offered the breakfast menu. Consumers are adhering less and less to the concept of three square meals and what each comprises. Now breakfast, often a symbol of comfort, is increasingly being offered at all times of the day to consumers who seemingly have no reservations about eating an omelet for lunch. While some fast food chains in the U.S., such as Taco Bell, are responding by introducing breakfast options to their daily menu, other restaurants are now offering breakfast all day. In Singapore, due to its popularity, Wild Honey, a breakfast-all-day restaurant, is expanding to

more locations while The Rotisserie, a self-service eatery known for its chicken, is now serving breakfast dishes all day on Saturdays.

As these examples demonstrate, society is beginning to approach the meal occasion with more informality. Consumers are becoming more open to change as it relates to what they’ve come to expect from dining out. Marketers should be aware that among consumers, there is more support for environments and solutions in which consumers can relax and dine at ease without anyone dictating how things should be done. Whether it’s the Millennial generation who has initiated these change in norms or the collective society who are tired of adhering to rules and authority, marketers should look to create ways that allow more casual and open experiences for consumers to kick back and enjoy.

While Kristin Frederick, owner of Le Camion Qui Fume, initially received warnings that the Parisian community wouldn’t be receptive to ordering food made out of a truck and dining on the streets, she’s seen tremendous early success from both expats and native Parisians alike.


While originally an eatery focused on its chicken

entrees, The Rotisserie in Singapore is now serving

breakfast all day on Saturdays, catering to the

customers who now crave the meal at all times of the day.



Every year, foods from a particular country or region gain awareness and momentum to go beyond their geographic borders to land on the world’s plate. Additionally, consumers today are having fun trying new foods and are actively seeking out new flavor adventures. Here are highlights of four cuisines coming to our tables this year as a result of these two factors.


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PERUVIAN CUISINE, THE “IT FOOD” OF 2012Peruvian food is popping up on a number of restaurant menus this year, featuring traditional signature dishes, such as ceviches, tiraditos (lighter raw fish dish), and lomo saltado (steak dish with sauce and rice). Peruvian food is gaining popularity for its complexity, having been shaped by a multitude of diverse ethnic groups that encompass Incan, Spanish, African, Italian, Japanese, and Chinese influences. In the U.S., flagship Peruvian restaurant La Mar Cebicheria Peruana continues its growth, opening its eighth location in New York City.

KOREAN FOOD, FROM FOOD TRUCK TO HAUTE CUISINEKorean food gained initial exposure with food trucks, bringing bibimbap, bulgogi, kimchee, chop-chae and the like to more palates. Reflecting two other food trends, barbecue and pickling, Korean dishes are on the verge of becoming even more popular. Adding an haute cuisine halo is the recent opening of Jung Sik, a high-end modern Korean restaurant in trendy New York City’s Tribeca.

RESURGENCE OF JEWISH FOODJewish food is regaining interest with several new restaurants—JoeDough, Zucker Bakery, Mile End Sandwich, Kutsher’s Tribeca and Zahav—that have been reinterpreting and reinvigorating traditional Jewish fare with modern touches. San Francisco just got its first Jewish food truck this spring featuring carrot and poppy seed slaw, celery soda, borscht, and matzah bark (smothered in caramel, chocolate, toasted almonds, and sea salt).

THE RISE OF REGIONAL CUISINEFood from specific regions such as Szechuan (China), Oaxaca (Mexico), Nashville (America), and Provence (France), is on the rise. For consumers, going one step deeper into a country’s cuisine adds a dimension of authenticity and uniqueness. It elevates eating to an experience through finding and savoring that special local dish.

THE LESSON FOR MARKETERSFood manufacturers and marketers should embrace and encourage consumers’ willingness to experiment. Be specific—not mainstream—and offer variety, variety, variety. Don’t shy away from world flavors, unique ingredients, and unusual combinations. Regardless of the cuisine du jour, it’s the promise of delicious exploration that will keep your consumers coming back for more.

FROM LEFT TO RIGHT: Peruvian cuisine from San Francisco’s Limon Rotisserie; Korean Bibim from New York’s Jung Sik; Jewish Crispy Potato Latkes from Kutsher’s Tribeca.


EATING WILDFood Fit for CavemenThe pet food world has been inspired by the theory that pets should eat as if they were still living in the wild (consider the pet foods Naturally Wild from Eukanuba and Wilderness from The Blue Buffalo Co.). This type of thinking is starting to infiltrate human food, as well, as some champion the idea of eating as if we were still in prehistoric times. This trend may be influenced by the idea that our food has become too processed, too industrialized, and too clean, stripped of its natural elements. Beyond slow food, wild eating goes even further back to the basics towards more simple—and sometimes exotic—foods that many consider healthier.

One form of wild eating is the Paleo Diet. The diet has been gaining popularity over the last year, taking us back to the Stone Age and possibly to the next hip eating trend. The diet encourages the consumption of whole, fresh foods and the avoidance of starch, processed foods, refined sugars, and dairy products—eating in a way consistent with our evolution and genetics. Based on the diet’s promise, last year in Berlin, the restaurant Sauvage, meaning savage or wild

in French, opened as the first paleo-inspired restaurant in Europe, and in Copenhagen, Denmark, fast food restaurant, Paleo, opened this year serving “primal gastronomy,” as Chef Thomas Rode Andersen calls it.

Paleo-influenced casual foods are also hitting the market, such as Steve’s Originals snacks, which offer a suite of caveman products that tend to be a mix of meats, fruits, and nuts sold in pouches, sticks, and bars. Paleo Baking Company is another. Founded in March of this year, Hannah Bretz started the company inspired by her own need to eat for health. She’s focused on baking delicious gluten-free, paleo-inspired products for people who have similar health issues as her own.

Other evidence of this wild trend is the growing number of people who forage for food and champion eating foods from times past. With its growing popularity, Seattle, Washington is developing its first urban food forest where foragers are allowed to roam and hunt free. Langdon Cook is one such individual and has a book and blog called, “Fat of the Land,” in which he shares notes on rare, wild ingredients and suggests preparation techniques that have drawn the interest of even award-winning chefs.

If marketers were to take heed of the advice to seek passionate niches to identify trends and where to place their bets on innovation, you might just find one here. This wild food movement could be the next evolution of natural, organic, and slow food—don’t just grow it, forage for it. Don’t just eat natural or organic, get back to the basics of how we are meant to eat.

The menu at Sauvage in Berlin, Germany consists of foods inspired by the diet of those from the Paleolithic Age.


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SIGHTINGSWith 2012 being the year of Movement and Progress, per our forecast, these Sightings demonstrate the continued dynamism of our world, be it in seeking inspiration from the past or propelling us forward into the new and evolving.

INNOVATION

MARKETING

TRENDS


THE FIRSTTRANSMEDIA OLYMPICSThe 2012 Approach to Sponsoring the Olympics

Coca-Cola’s transmedia campaign is centered on the music of Grammy Award-winning producer, Mark Ronson, and singer Katy B, whose song “Anywhere in the World” incorporates the beat of the music to the sounds of athletes mid-sport.

With the 2012 Summer Olympic Games only a short time away, this year’s Olympic sponsors are fully ramping up for the event. In the four short years since Beijing, the demand for an even more spectacular showing from advertisers has been building, along with the continued rise of digital and social media. This London Olympics is being called the first “social Olympics,” where fans around the globe will experience the games and likely interact through Facebook and Twitter. Sponsors of the games are approaching their role unlike past games, using an approach called transmedia storytelling.

Transmedia storytelling is an evolution from fully integrated marketing communications that has grown from our increasingly digital world. While integrated marketing communications leverage one message across multiple platforms, transmedia storytelling communicates different things within the broader strategy (or story) across multiple platforms and multiple audiences. While it continues to establish itself in the vernacular of the marketing community, transmedia storytelling is fast becoming the norm for advertisers. Sponsors such as Coca-Cola, Visa, and Procter & Gamble are all approaching the Olympics through a transmedia storytelling approach to create dynamic and relevant consumer experiences.

Coca-Cola has been associated with the Olympics for the last 83 years, having one of the longest brand relationships with the event. For the London Olympics, Coke has just launched its campaign called “Move to the Beat of London.” This transmedia campaign is grounded in music but is being told through different pieces of content across multiple platforms. One key piece of content is the song produced by Grammy Award-winning producer Mark Ronson that integrates the sound of athletes mid-sport around the

MARKETING

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globe titled “Anywhere in the World.” This song is currently being used on television. Another piece of content is a documentary that was made while following Ronson on his journey of writing the song. This documentary was broadcast on U.K. television over the last few months to build excitement in the Olympics’ home city. Coke has built a Beatbox Pavillion in the Olympic Village where park visitors can come and “play” the building like a musical instrument once the Olympics begin. By the time the games are over, there will be over 100 pieces of content across multiple platforms as a part of the transmedia approach. When compared to the Beijing 2008 Olympics, where Coke had a mere 10 pieces of content, it demonstrates the scale and strategy needed to execute this much content across multiple platforms. This approach is the first to demonstrate the shift in Coke’s new strategy showcased in their “Content 2020” Youtube video, which says Coke is seeking to move from being about design excellence to content excellence.

Like Coke, Visa is gearing up for the largest campaign they have done to date. Visa has been

an Olympic sponsor for 25 years, and for 2012 has crafted a transmedia campaign titled “Go World.” The campaign focuses on capturing the spirit of the games and celebrating the relationship between athlete and fan. Visa has sponsored athletes around the globe, calling the collection of athletes “Team Visa.” Athletes include United States swimmer Michael Phelps and gymnast Nastia Liukin. Each athlete has a short Youtube video documenting his or her journey from training to competing in the Olympics. Each television advertisement is in black and white, not showing colors or flags, but breaking down country barriers and tapping into a shared global sentiment. On Facebook, different platform fans are given the option to record a cheer for their favorite athlete. This gives consumers the opportunity to engage at a very personal level with athletes and other fans. Visa is planning on using selected cheers in Visa ads broadcast during the Olympics. At the Olympics, Visa owns the financial system and is the only card accepted at the games. Visa is also pairing up with Samsung to provide athletes with the ability to use ATMs virtually through technology called near field communication (NFC).

Visa’s “Go World” campaign celebrates the relationship

between Olympic athletes and the fans who cheer them on.

MARKETING


Visa has put social media at the forefront of its campaign and is engaging consumers on multiple platforms around the globe.

The third example is digital powerhouse Samsung. Samsung is a global sponsor this year and has built a transmedia campaign centered around technology. Leading up to the games, Samsung has created different pieces of content targeted to audiences in different countries. For the U.S. audience, the company has created what is called, “The Samsung Genome Project,” which is a Facebook game similar to “Six Degrees of Separation from Kevin Bacon.” This interactive game helps fans answer the question “How Olympic Are You?” by determining how connected they are to U.S. Olympic team athletes. In the U.K, Samsung has begun building “Team Samsung” with a lineup of all-star British athletes, including soccer phenom David Beckham and U.K. equestrian queen Zara Phillips. Samsung is also playing a large role in creating events along the Olympic Torch Relay Route. At each event, there is a 20-minute performance on stage followed by pyrotechnics during which the crowd is encouraged to give a “Big Cheer.” Samsung is

capturing photos of the crowd during the cheer and providing the photo online so fans can go on and tag themselves. Similar to Visa and in line with its core product offering, Samsung’s campaign is predominately composed of social media and mobile elements.

For each of these brands, transmedia storytelling is allowing them to reach global audiences on multiple platforms in a more engaging and holistic way. The platforms available and actively used by consumers have evolved greatly since the 2008 Beijing Olympics. As the buzz builds around London 2012 being the most social games, brands can no longer simply use one or even a few platforms to reach consumers. This year’s Olympics demands dynamic storytelling, entertainment, and rich engagement cross-platform and cross-consumer. For consumers watching and attending the Olympics, there will be ample opportunity to be more involved and connected than ever before.

For marketers, transmedia storytelling is an approach that is a needed progression from integrated marketing and can be valuable on a much smaller scale than the Olympics. As marketing gets more complex with brands wanting to reach multiple consumer targets, more global brand expansion, and an expanding marketing toolkit, this approach is a needed evolution. To work well, the story must have a strong and compelling idea and then use different elements of the marketing mix to tell different parts of the story. But transmedia storytelling isn’t for the faint-hearted. It is a complicated approach that requires planning, commitment, and strong execution. A watchout—those programs not executed perfectly can fall short very quickly. But don’t let this discourage you; transmedia storytelling is the way of the future.Samsung’s “U.S. Olympic Genome Project” will map out your

connections from Facebook to Olympic athletes and hopefuls.

MARKETING

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New & Improved No Longer the BestMore and more there are examples of past “new and improved” innovations, if you will, that are today being turned on their heads. What once was considered to be an improvement is now being proven to not necessarily be the best. Take, for instance, the convenience of TV dinners and space food heralded in the 1960s. In the past it was novel, but today for many this is viewed as sacrilege that sparked a movement to go back to food basics. What does this mean for marketers? While innovation has traditionally been inspired by looking into the future, we might just find that innovation can be fueled by going back in time.

Consider the fact that travel agents are making a comeback—30 percent of travel agencies are actually hiring right now (source: PhoCusWright, a travel research firm). Consumers don’t have the time and energy to use all the digital devices they have to plan a vacation and supposedly find the best deals. Now busy families and individuals are

again turning to human travel agents to help plan vacations, often gaining a better experience and better deals than if they used all our newfangled technology to figure it out on their own.

Another example is playgrounds. Some psychologists are suggesting that today’s playgrounds have become too safe such that kids today are not learning how to be prepared for potential future risks in adulthood. They aren’t challenged to climb steep ladders, play on monkey bars, and jump over tires in an effort to avoid any potential risk, arguably leading to a lack of cognitive and physical skill development. So, perhaps there’s an opportunity for children’s marketers to encourage risk taking to build confidence instead of teaching kids to play it safe.

And let’s hear it for independent bookstores, which are on the rise while big box bookstores go out of business as their discounts and deep inventory decline in relevance. Ann Patchett, famous author of books such as Bel Canto and State of Wonder, recently opened the successful Parnassus bookstore in Nashville, Tennessee,

BOOMERANGParnassus Bookstore in

Nashville, Tennessee claims to be “An Independent Bookstore

For Independent People.”

INNOVATION


INNOVATION

effectively filling a gap in the city’s offering for books and creating a community for readers and authors alike. The U.K.-based Monocle magazine often features cool, new independent bookstores from around the world, reporting on the revival. And in France, independent bookstores are such an integrated part of the country’s culture, the government has stepped in with price-fixing of French language books (limiting discounts on paper and e-books) and providing grants to those looking to open a shop. The intimacy of small bookstores is definitely coming back into vogue.

Marketers can get inspired by such boomerang-learning. Perhaps companies will find that using past formulations (already developed and investments made) are better than developing something new. Perhaps we’ll see consumer behavior continue to revert back to past behavior, to which marketers can respond with new offerings (e.g., the organic and natural food movement). What we might expect is that beyond flashbacks, innovation can stop looking solely to the future and instead can be inspired by doing a boomerang and looking backward to old solutions that are simply better.

Instead of completely shielding children from injuries, some psychologists believe playground structures like the one seen here from Landscape Structures provide the challenge children need to prepare themselves for future risks as adults.

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LATIN RISING

COUNTERCLOCKWISE FROM TOP: Cheerios’ newest cereal brings the sweet

caramel flavor of Dulce de Leche to your bowl; Starbucks recently released

Café Con Música, featuring artists from Spanish-speaking countries, such as Spain and Chile; Salma Hayek will be

the first actress to be featured in the Got Milk campaign’s English and Spanish

advertisements; Macy’s spotlight on Brazil includes a showcase of products from the country’s noteable designers.

Beyond Jennifer Lopez joining American Idol, it’s clear that Latin influence is growing in America. Perhaps that shouldn’t be surprising given the latest U.S. census that shows the Hispanic population as the nation’s largest ethnic group, having grown 43 percent in the last decade (from 2000-2010) and with a spending power expected to reach $1.3 trillion by 2013 (Source: Selig Center for Economic Growth). This influence is also likely driven by the growing strength of Brazil in the global economy. Marketers should make note—with Latin rising, don’t be left behind.

Here are examples of the increasing Latin influence on America across a number of dimensions.

FOOD

• Beyond traditional Spanish and Mexican foods that have become Americanized, wonderful flavors such as Peruvian cuisine are gaining in popularity. As reported in our “Out of this World Flavors” article, Peruvian Cuisine is on the rise and one of this year’s top food trends.

• Latin sandwiches are also becoming popular. The Cuban sandwich is grilled and made with a uniquely formulated bread, mojo pork, sweet ham, Swiss cheese, pickles, and mustard spread. The Baura is Brazil’s traditional sandwich, made of roast beef, mozzarella cheese, tomato, and pickles. Watch for these to be popping up in more restaurants around the country.

• Closer to home and crossing into the mainstream, consider last year’s line extension from the Cheerios brand, Dulce de Leche, which ventured into Latin flavors.

FASHION

• The Brazilian brand, Havaianas, has been gaining even more popularity in the last few

TRENDS

Growing Influence in America


years, having permanently landed in the U.S. in 2007. Over the last few decades, the company repositioned the brand from being a functional sandal to a fashion brand. As an example of the transition, back in 2004, the company made a special edition sandal with jeweler H. Stern with an 18-karat gold finish and diamonds. The now famous maker of fun flip-flops representing the Brazilian lifestyle continues to look abroad for growth, having reached 28 percent of growth from exports in the last year and hoping this continues at a 30-40 percent clip.

• Another Brazilian brand making inroads is Melissa. The maker of brightly-colored plastic shoes boasts designs from the likes of Vivienne Westwood and Jean Paul Gaultier. Earlier this year the company opened its first gallery outside of Brazil in New York’s SOHO neighborhood.

POP CULTURE

• Sofia Vergara is the new pop culture “It Girl.” These days we see her face far beyond the Modern Family television show, appearing in magazines and Diet Pepsi ads and even selling her own fashion line at Kmart.

• Zumba, the Latin American-inspired exercise program, has taken America by storm. Created by Colombian Alberto Perez, a choreographer and fitness instructor, Zumba has grown from 1 million students to 12 million in just the last four years. It now even has its own Nintendo Wii and Xbox Kinect video games—proof of the Latin influence crossing into the mainstream.

• Latin alternative music is also on the rise, with music fans of English and Spanish languages discovering new artists in live venues, online via podcasts, and on the likes of Pandora, which has expanded its repertoire of Latin alternative songs. Starbucks has also given its nod to the scene with its album

release in June, Café Con Música. The CD was created in partnership with Nacional Records and represents artists from the U.S. (Bronx, New York; San Francisco, California), Europe (Barcelona, Spain), and South America (Uruguay and Chile).

MARKETING

• Salma Hayek is one of the latest stars of the “Got Milk?” campaign, appearing in both TV and print mediums, encouraging people to drink milk and eat their breakfast. Given her popularity and ethnicity, for the first time ever in the campaign’s history, the same actress will be used in both English and Spanish-speaking ads.

RETAIL

• This May, Macy’s honored Brazil with its first country-focused campaign in years. Attracted by the country’s culture and traditionally bright colors, the campaign includes special shops called “O Mercado, The Market at Macy’s,” which feature goods all from Brazilian designers ranging from apparel to jewelry to home accessories.

One of Havaianas’ newest designs, “Statement,” features phrases that describe the culture of people of Brazil.

TRENDS

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INTO ACTIONMACRO TREND + SIGHTING = BRAND IDEAS!

In Anthem’s Sightings: This Way Forward to 2012, we covered the macro trend of “Urbanism” and the resulting Sightings of “Just Don’t Do It” and “Growing Pains.” On the next page we offer a few ideas and actions for brands to consider for this world of growing population density, urban environments, and resource scarcity.

Find Anthem’s Sightings: This Way Forward to 2012 here to read our forecast: http://www.schawk.com/knowledge-center/white-papers

URBANIZATION

For the first time in history more than 50 percent of the world’s population now lives in cities and metro areas, and this is projected to grow to more than 70 percent by the middle of this century. There are many (most would say) negative impacts of all this urbanism (e.g., overcrowding, more density). Yet, because of the close quarters and the urban environment, cities create ecosystems ripe for innovation that will become hotbeds of activity, progress, and human energy.

JUST DON’T DO IT

Driven by urbanization, growing social awareness, tightening wallets, and a growing consumer movement to live with less, this year is the beginning of the move away from today’s throw-away culture. We see a different play on a well-known mantra—not “just do it,” but rather “just don’t do it” in the name of the environment.

GROWING PAINS

The population of the world will reach seven billion this year, and the many urban dwellers living in tight quarters require new solutions to live comfortably. Product developers and marketers will need to think about catering to consumers’ needs for more utility while considering their constraints.

SIGHTINGS MOVING FORWARD TO 2012


IDEAS TO DO WITHOUT & GET MORE WITH LESS 1. REPAIR IT. Perhaps the Maytag Repair Man should actually be put to work! The reality is that despite our technological advancements, products break down. Instead of encouraging consumers to purchase new, perhaps companies could start to encourage the fix. Offering repair services could be a new source of revenue that might be more lucrative given the increasing cost of goods.

2. JUST THE RIGHT AMOUNT. One third of the edible food produced in the world is wasted or lost each year. This waste is then associated with wasting other valuable resources such as water and oil. Facilitating the purchase of “just the right amount” could aid in solving this problem. This may require both companies and consumers to recognize that smaller is actually better, acknowledging that all we need is all we should take.

3. BE STRAIGHTFORWARD. While recycling and composting have come a long way, most consumers don’t know or understand recycling symbology or what can be composted. A familiar scene: a bewildered customer standing in front of trash, recycling, and compost bins confused to the point of throwing in the “trash.” To avoid this end, consider being straightforward. Some packaging today is starting to do just that by being imprinted with “I’m recyclable” or “I’m compostable,” letting the consumer know exactly where it belongs.

4. FACILITATE SECONDARY MARKETS. Perhaps such markets shouldn’t be left to the likes of Craigslist, Ebay, or Amazon. To cut down on waste and find another revenue stream, consider a business model that facilitates secondary markets, the purchase of used products, while offering a deal. For example, follow the auto industry with its “Certified Pre-Owned” programs that give consumers the confidence to buy used. Why not do the same for other goods? “Certified Pre-Owned” could extend across a number of industries to serve consumers, businesses, and the environment.

5. CHANGE THE GAME. Change the purchase model. It’s not new to purchase products by first shopping a display or sample products, such as searching mp3 players at Best Buy or playing with the iPads on display at Apple and then leaving the store with a newly purchased product fulfilled from back-of-the-store inventory. Yet, it’s not a model that is deployed across all retail outlets, such as the grocery store. Imagine a virtual grocery store where a shopper can scan a code, receive all the product information she needs, perhaps even cross-shop for other items in that same location in the store, and then go to check-out where her groceries are already bagged and ready to go. Such a model would allow stores and manufacturers to rethink packaging. Such a re-imagined model could be a win for all—better brand information communicated at shelf, a better experience for the shopper, improved sales for the retailer, and less materials used from the environment, resulting in a lower environmental impact.

(A) Patagonia takes part in the Common Threads Initiative, which asks consumers to take a pledge to reduce, repair, reuse, and recycle its products. (B) Straightforward communication on packaging can help facilitate a more sustainable environment when married with an approach like that used in San Francisco, California where some public trash cans are clearly marked with their respective purpose. (C) Last year, Seventh Generation launched its liquid detergent in fiber bottle that uses 66 percent less packaging than comparable laundry detergent products.

INTO ACTION

A

B

C

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UPDATES ON OUR TRENDS FOR 2012 EDUCATION FOR NOW

Massively Open Online Courses are getting a boost from the EdX partnership between the Massachusetts Institute of Technology and Harvard University. The EdX program will offer online versions of its classes and those of other institutions to students within the United States and abroad.

TURN UP THE VOLUME

A cardless ATM will soon be rolled out at Japan’s Ogaki Kyoritsu Bank branches. The ATM utilizes the distinct patterns of an individual’s palm to authenticate transactions. Google is also amping up the technology with its Project Glass augmented reality eyewear. Developers are currently designing eyewear that, when worn, will overlay information onto physical surroundings such as the weather, one’s location, and appointments.

GROWING PAINS

Boxetti reimagines the classic Murphy bed for urban dwellers who have minimal space but want all the essentials. The furniture company’s product line now comprises structures that fold out to become not only bedrooms (closets included), but kitchen counters and home offices.

OLDIE, AND A GOODIE

Coach has reissued five classic designs from its past, updating them with more modern materials. Vans looked back to its 45-year heritage for classic styles to inspire its 2012 Vault spring collection, which adds modern elements to its older designs. Meanwhile, to advertise its new 2012 A5 model, Audi paid tribute to the forward-thinking nature of a 1920 concept car that was noted as being too futuristic for its time, but in a much more aesthetically pleasing design.

Find Anthem’s Sightings: This Way Forward to 2012 here to read our forecast: http://www.schawk.com/knowledge-center/white-papers

SEE & BE SEENSIGHTINGS OF INTERESTING TIDBITS

BEAUTY IN UNEXPECTED PLACES

The Dutch design team of Demakersvan has turned the sterile aesthetics of a chainlink fence into modern art with its creation, Lace Fence. With the project, the team wanted to show how something so functional could also serve as a decorative piece that creates unique environments.

HAVE YOUR CAKE, AND THE CANDLES, TOO

Finally, no more wasted time spent on picking out the wax from melted birthday cake candles. Yum Wick, based in New York, has answered the consumers’ cry for a more efficient way to celebrate—edible candles. Instead of wax, these candles are made with pure Belgian dark, milk, and white chocolate. In place of string, the wicks are made of nuts. Now that’s a reason to celebrate!

ASIA’S HERITAGE COFFEE BRANDS

Ya Kun Kaya Toast in Singapore has managed to retain its heritage position for over 65 years, a sign of Asian heritage brands claiming their own territories against the invasion of Western coffee brands, such as Starbucks. Ya Kun has also since started to merchandise its products, selling its famous coffee powder and traditional kaya jam in simple, modern packaging.


Anthem Worldwide, the brand development division of Schawk, Inc., is an integrated global network that provides innovative solutions to articulate, unify and manage brand impact. Anthem creates compelling brand experiences by aligning its strategic, creative and executional talent worldwide with the business needs of companies seeking a competitive advantage. Anthem offers a full range of branding and design services. For more information on Anthem, please visit http://www.anthemww.com.

To learn more about Schawk, please visit http://www.schawk.com.Schawk invites Industry Thought Leaders to participate in BRANDSQUARE, a one-of-a-kind, exclusive online marketing community. Visit http://brandsquare.com.

© 2012 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 Anthem logo is a trademark of Schawk, Inc. Product names, logos, brands and other trade dress and trademarksfeatured or referred to within this publication either textually or inphotographs are the property of their respective trademark holders. These trademark holders are not affiliated with Schawk, Inc., our products and services or our website. They do not sponsor or endorse our products, services and opinions.

Contact:Kathy Oneto, Vice President, Brand [email protected]


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ON THE OFFENSE AGAINST OBESITY

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FOOD MEETS MEDIA

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Kutnick, Geoff. “Planters Teams Up With Men’s Health Magazine to Swing New ‘Manly Nuts.” Food Beast, May 2, 2012. http://foodbeast.com/content/2012/05/02/planters-teams-up-with-mens-healthmagazine-to-swing-new-manly-nuts/.

McKee, Steve. “The Pros and Cons of Co-Branding”. Buisnessweek, July 10, 2009. http://www.businessweek.com/smallbiz/content/jul2009/sb20090710_255169.htm.

Photo: Guy Gourmet Blog (Men’s Health). http://blogs.menshealth.com/guy-gourmet/taste-the-mens-health-nut-mix%E2%80%94for-cheap/2012/04/17/.

Photo: Healthy Choice.

FOOD ON DEMAND

Boozely’s. http://boozelys.com.

Dishman, Lydia. “Tech Please! Austin-Born App Speeds Up Your Dining Experience.” Fast Company, May 31, 2012. http://www.fastcompany.com/1839058/how-tabbedout-uses-austins-vibrant-restaurant-and-bar-scene-to-develop-mobile-technology.

Lanks, Belinda. “Sweet Genius: An ATM That Dispenses Cupcakes 24 Hours a Day.” Fast Company, March 12, 2012. http://www.fastcodesign.com/1669243/sweet-genius-an-atm-that-dispenses-cupcakes-24-hours-a-day.

Reynolds, John. “McDonald’s trials McWaiter service.” Brand Republic, May 16, 2012. http://www.brandrepublic.com/news/1132108/McDonalds-trials-McWaiter-service/.

Sanina, Anna. “Evian Will Offer Parisians One-Button Push Delivery.” Popsop, June 12, 2012. http://popsop.com/56253/.

Sawers, Paul. “Bon Apetit! France gets freshly baked baguette vending

machines!” The Next Web, August 11, 2011. http://thenextweb.com/shareables/2011/08/12/bon-appetit-france-gets-freshly-baked-baguette-vending-machines/.

Tannenbaum, Kiri. “Coming to a Store Near You: Coffee Kiosks.” Delish, June 8, 2012. http://www.delish.com/food/recalls-reviews/seattles-best-coinstar-rubi-kiosks-sell-automated-coffee.

Turner, Emily. “Pedal Pushers.” The Bold Italic. http://www.thebolditalic.com/throughcaterwaul/stories/1801-pedal-pushers. Date accessed: June 20, 2012.

Photo: Evian.

Photo: This Delectable Life. http://www.thisdelectablelife.com/2012/05/28/DELICIOUS-UPDATES/.

Photo: Timbuk2 Designs. http://www.flickr.com/photos/timbuk2/6983118534/sizes/l/in/photostream/.

MAKE IT BETTER

Hazell, Kryrsty. “Food Trend Predictions For 2012.” The Huffington Post, January 24, 2012. http://www.huffingtonpost.co.uk/2012/01/24/food-trend-predictions-for-2012_n_1228277.htmlDate Accessed: June 17, 2012.

Strand, Oliver. “The New Coffee.” The New York Times, June 3, 2012.http://www.nytimes.com/interactive/2012/06/03/magazine/innovations-issue.html. Date Accessed: June 17, 2012.

Photo: Starbucks.

RETROVORE

Photo: Anderson Design Group.

Photo: V-Nam Cafe. http://vnamcafe.com/2010/09/boylan-soda-pop/.

Photo: H Potter Marketplace. http://www.hpotter.com/goldnerwalsh/store/products/mcclures-pickles/.

Photo: Designers Anonymous. http://www.designers-anonymous.com/portfolio/adams-harlow?type=77.

INFORMALITY REIGNS

Ee, Elaine. “Best all-day breakfast spots in Singapore.” CNNGo.cm, January 4, 2012. http://www.cnngo.com/singapore/eat/city-essentials/best-all-day-breakfast-spots-singapore-051977.

Lost in Catering. “U.K. Restaurant Trends 2012: Continental Drift.” Lost in Catering. http://www.lostincatering.com/lostincatering/casual_2012.html. Date accessed: June 20, 2012.

Moskin, Julia. “Food Trucks in Paris? U.S. Cuisine Finds Open Minds, and Mouths.” June 3, 2012. http://www.nytimes.com/2012/06/04/world/europe/food-trucks-add-american-flavor-to-paris.html.

Schreiner, Bruce. “Taco Bell Breakfast Menu: Chain Debuts ‘First Meal’ Offerings.” The Huffington Post, January 26, 2012. http://www.huffingtonpost.com/2012/01/27/taco-bell-breakfast-menu_n_1237004.html.

Photo: Cantine California.

Photo: Manon. http://cuteandwild.blogspot.com/2012/05/wild-restaurants-le-camion-qui-fume.html.

Photo: The Rotisserie.


Altman-Ohr, Andy. “Hardly Strictly Bagels: Hundreds of Bay Area food trucks — now one is Jewish.” Jweekly.com, June 7, 2012. http://www.jweekly.com/article/full/65431/hardly-strictly-bagels-hundreds-of-bay-area-food-trucks-now-one-is-jewish/. Date Accessed June 16, 2012.

Baum and Whiteman. “16 Hottest Food and Dining Trends for Restaurants and Hotels in 2012.” http://www.baumwhiteman.com/trends.html. Date Accessed June 12, 2012.

Food Channel Editor. “#8 Food Trend for 2012: Groovin’ on Peruvian.”

Food Channel, December 2, 2011. http://www.foodchannel.com/articles/article/8-food-trend-2012-groovin-peruvian/. Date Accessed: June 11, 2012.

The Hartman Group. “20 Years, 20 Trends in Food Culture, Sweet and Sour.” Hartman-Group.com, May 17, 2012. http://www.hartman-group.com/hartbeat/20-years-20-trends-in-food-culture-sweet-and-sour. Date Accessed June 16, 2012.

Kadushin, Raphael. “The Revival of Jewish Cuisine, in Philadelphia of Course.” Epicurious.com, January 19, 2012. http://www.epicurious.com/articlesguides/blogs/editor/2012/01/the-rise-of-jewish-cuisine.html. Date Accessed June 16, 2012.

Severson, Kim. “Nashville’s Rising Stars: The Kitchen Is Their Studio.” The New York Times, June 18, 2012. http://www.nytimes.com/2012/06/20/dining/the-food-scene-in-east-nashville.html. Date Accessed June 27, 2012.

Photo: Limon Rotisserie, http://www.limonsf.com/limonsf/valencia/.

Photo: Jung Sik, http://jungsik.kr.

Photo: Evan Sung, http://kutsherstribeca.com/.

EATING WILD

Daily Mail Reporter. “No bread, pasta or sugar: Stone Age-style restaurant serves only food that was available to our caveman ancestors.” Daily Mail, October 29, 2011. http://www.dailymail.co.uk/news/article-2055067/Back-Stone-Age-Trendy-restaurant-serves-food-available-caveman-ancestors.html. Date Accessed: June 23, 2012.

Eriksen, Lars. “Fast-Food Restaurant Inspired by ‘Caveman Diet’ to Open in Copenhagen.” The Guardian, March 2, 2012. http://www.guardian.co.uk/lifeandstyle/2012/mar/02/fast-food-restaurant-caveman-diet-copenhagen. Date Accessed: June 29, 2012.

Jones, Dr. Deamon. “The Caveman Diet: Is It a Healthy Option?” FoxNews.com, January 3, 2012. http://www.foxnews.com/health/2011/12/30/caveman-diet-is-it-healthy-option. Date Accessed: June 29, 2012.

Kaste, Marin. “Seattle Forager Inspires Others to Learn About Wild, Forgotten Foods.” NPR, June 20, 2012. http://www.npr.org/blogs/thesalt/2012/06/20/155423555/seattle-forager-inspires-others-to-learn-about-wild-forgotten-foods. Date Accessed: June 23, 2012.

Leach, Jeff D. “Dirtying Up Our Diets.” The New York Times, June 20, 2012. http://www.nytimes.com/2012/06/21/opinion/lets-add-a-little-dirt-to-our-diet.html. Date Accessed: June 29, 2012.

Molland, Judy. “Paleo Take-Out Restaurant to Open in Denmark.” Care2.com, March 17, 2012. http://www.care2.com/causes/paleo-take-out-restaurant-to-open-in-denmark.html#ixzz1ydyQeYI9. Date Accessed: June 23, 2012.

Paleo Baking Company: http://paleobakingcompany.com/category/pbc-products.

Photo: DPA, From “Berlin Restaurant Caters to Modern Cavemen,” by Alison Kilian, Spiegel Online International, http://www.spiegel.de/international/zeitgeist/paleolithic-eating-berlin-restaurant-caters-to-modern-cavemen-a-782747.html.

THE FIRST TRANSMEDIA OLYMPICS

“Transmedia Rising”. JWT, March 2011. http://www.jwtintelligence.com/.

“What’s the Difference Between Cross-Media Marketing and Transmedia Storytelling?” Creatives At Work, March 16, 2011. http://creativesatworkblog.com/2011/03/what%E2%80%99s-the-difference-between-cross-media-marketing-and-transmedia-storytelling/.

Champagne, Christine. “Based On A New Marketing Mandate, Coca-Cola’s Summer Olympics Campaign Is A Real Team Effort”. FastCo, February 27, 2012. http://www.fastcocreate.com/1679972/based-on-a-new-marketing-mandate-coca-cola-s-summer-olympics-campaign-is-a-real-team-effort.

Elliot, Stuart. “Ad Campaign From Visa Piggybacks Olympic Spirit”. New York Times, May 6, 2012. http://mediadecoder.blogs.nytimes.com/2012/05/06/ad-campaign-from-visa-piggybacks-olympic-spirit/.

Knowles, Jamillah. “As Facebook Embraces the Olympics, Here’s How Athletes are Going Social Online”. The Next Web, June 18, 2012. http://thenextweb.com/facebook/2012/06/18/as-facebook-embraces-the-


olympics-heres-how-athletes-are-going-social-online/.

Patel, Kunur. “Takeaways from a Cannes Panel Starring Visa, the IOC and Nadia Comaneci”. Adage, June 18, 2012. http://adage.com/article/special-report-cannes-2012/takeaways-olympics-marketing-cannes/235453/.

Samsung, http://www.facebook.com/samsunggenomeproject/app_197458140327772.

Visa, http://www.facebook.com/visa.

Warman, Matt. “Samsung S3 Olympics edition confirmed by Visa”. Telegraph, May 9, 2012. http://www.telegraph.co.uk/technology/samsung/9253520/Samsung-S3-Olympics-edition-confirmed-by-Visa.html.

Photo: Coca-Cola.

Photo: Visa.

BOOMERANG

“Ann Patchett on New Chapter for Independent Bookstores.” BBC News, May 29, 2012. http://www.bbc.co.uk/news/magazine-18256087. Date Accessed: June 16, 2012.

Hammond, Darrell. “Dangerous Playgrounds are Good for Your Kids.” The Huffington Post. Posted April 25, 2012. http://www.huffingtonpost.com/darell-hammond/playgrounds_b_1452620.html. Date Accessed June 16, 2012.

Higgins, Michelle. “Are Travel Agents Back?” The New York Times, April 20, 2012. http://travel.nytimes.com/2012/04/22/travel/are-travel-agents-back.html. Date Accessed: June 16, 2012.

Risen, Clay. “Terrifying Playgrounds.” The New York Times, June 3, 2012.http://www.nytimes.com/interactive/2012/06/03/magazine/innovations-issue.html. Date Accessed: June 17, 2012.

Sciolino, Elaine. “The French Still Flock to Bookstores.” The New York Times, June 20, 2012. http://www.nytimes.com/2012/06/21/books/french-bookstores-are-still-prospering.html. Date Accessed: June 19, 2012

Photo: Parnassus Books. http://www.parnassusbooks.net/.

Photo: Landscape Structures.

LATIN RISING

“Brazilian Brands Abroad.” CFI, May 22, 2012. http://capitalfinanceint.com/news/lifestyle/2012/05/brazilian-brands-abroad. Date Accessed: June 24, 2012.

“Salma Hayek’s ‘Got Milk?’ Campaign Ads Unveiled.” AceShowbiz.com, February 25, 2012. http://www.aceshowbiz.com/news/view/00048214.html. Date Accessed: June 24, 2012.

Cookman, Tomas. “Café Con Música.” Starbucks (blog), June 19, 2012. http://www.starbucks.com/blog/cafe-con-musica-/1204. Date Accessed: July 3, 2012.

Rusli, Evelyn. “Giving Some Muscle to a Growing Fitness Trend.” The New York Times, March 8, 2012. http://dealbook.nytimes.com/2012/03/08/giving-some-muscle-to-a-growing-fitness-trend/. Date Accessed: June 24, 2012.

Santos, Ana Maria. “Life’s a Beach: How Brazilian Brands Went Global.” Marketing Magazine, March 9, 2012. http://marketingblogged.marketingmagazine.co.uk/2012/03/09/lifes-a-beach-how-brazilian-brands-went-global/#ixzz1ykSRcnfO. Date Accessed: June 24, 2012.

Stanley, T. L. “Old Brands, New Faces.” Adweek, March 12, 2012. http://www.adweek.com/news/advertising-branding/old-brands-new-faces-138852. Date Accessed: June 24, 2012.

U.S. Census. http://www.census.gov/prod/cen2010/briefs/c2010br-04.pdf. Date Accessed: June 24, 2012.

Wides-Munoz, Laura. “Latin Alternative Music Finds a Niche in the U.S.” Associated Press, June 28, 2012. http://music.yahoo.com/news/latin-alternative-music-finds-niche-us-151717252.html.

Workneh, Lilly. “Fitness Trends for the New Year.” CNN, December 27, 2011. http://www.cnn.com/2011/12/27/health/new-year-fitness-trends/index.html. Date Accessed: June 24, 2012.

Zatto, Barbara. “Latin Sandwiches on the Rise.” Food Product Design, April 24, 2012. http://www.foodproductdesign.com/articles/2012/04/latin-sandwiches-on-the-rise.aspx. Date Accessed: June 24, 2012.

Zmuda, Natalie. “Macy’s Brings Brazil to Customers.” Ad Age, May 8, 2012. http://adage.com/article/global-news/macy-s-brings-brazil-customers/234600/ Date Accessed: June 24, 2012.

Photo: General Mills.

Photo: Starbucks.

Photo: Adweek, http://www.adweek.com/news/advertising-branding/spot-dairy-queen-138910.

Photo: Havaianas.

INTO ACTION

Hoffman, Beth. “Food Waste Visualized.” Forbes, April 6, 2012. http://www.forbes.com/sites/bethhoffman/2012/04/06/food-waste-visualized-infographic-1-of-2/.

Photo: Jeff Johnson. http://www.patagonia.com/us/common-threads/repair.

Photo: Amy Hollyfield. http://sfcitizen.com/blog/2009/06/01/ucsf-mission-bay-teaches-us-how-to-recycle-with-visual-aids/.

Photo: Trasherbasher. http://trashbasher.blogspot.com/2011/05/spotlight-on-seventh-generation.html.

SEE & BE SEEN

“Japan Introduces World’s First Card-less ATM.” Design Taxi, April 13, 2012. http://designtaxi.com/news/352197/Japan-Introduces-World-s-First-Card-less-ATM/.

“Google unveils Project Glass augmented reality eyewear.” BBC News Technology, April 4, 2012. http://www.bbc.co.uk/news/technology-17618495.

Bazilian, Emma. “Audi 1920s concept car shows the automaker was a pioneer in aerodynamic design.” AdWeek, March 30, 2012. http://www.adweek.com/news/advertising-branding/ad-day-audi-139300.

Boxetti. http://www.boxetti.com/en/.

Rudenko, Anna. “Vans Vault Goes Retro in the 2012 Spring Collection.” Popsop.com, March 21, 2012. http://popsop.com/54632/.

Shayon, Sheila. “Harvard and MIT EdX Venture Fosters Video Education Boom.” BrandChannel.com, May 4, 2012. http://www.brandchannel.com/home/post/2012/05/04/Harvard-MIT-edX-050412.aspx.

Photo: Terence Ong.

Photo: Yum Wick, http://yumwick.com/fr_home.cfm.

Photo: Lace Fence, http://www.lacefence.com/.

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