A Finely-Tuned Target More Successful with Brand Alliance Marketing

"Breakfast" at IHOP

Recently Universal Pictures, creators of Dr. Seuss’ The Lorax, teamed up with IHOP Restaurants in a brand alliance that puts Lorax themed items on the restaurant’s menu. If you are wondering what The Lorax has in common with pancakes the answer is the target market’s demographics: children under or around the age of 12. Menu items for this group include:

•    Truffula Chip Pancakes – Pancakes filled and topped with rainbow sprinkles.
•    Rooty Tooty Bar-Ba-Looty Blueberry Cone Cake – A pancake with blueberry topping in a crispy waffle cone. 
•    Pipsqueak’s Breakfast – Green Eggs & Ham – Scrambled egg and creamed spinach. 
•    Mac 'n Cheese & Truffula Trees – KRAFT-brand Macaroni & Cheese with broccoli florets. 

Marketing to "The Rest of Us" on Super Bowl Sunday

Photo by: hecknokitty via instagram

In his article for the Wall Street Journal, Matthew Futterman attempts to slot an estimated 111 million Super Bowl XLVI viewers into three, easy to understand categories: Novice, Casual, and Expert Fans. If you watched the game, you already know where you fall on this continuum. It may be more interesting to segment Americans actively avoiding the game, in other words, the rest of us.