L2, Millennials, Nike, Transparency, Trends, Uncategorized

Nike’s Colin Kaepernick Ad: Altruism Or A Money Grab?

My consumer brain questions if Nike’s bold Colin Kaepernick ad was a good move.   My marketer brain found the numbers why it was a smart one.  Since the numbers are on Nike’s side, is it altruism or a money grab driving this political stance?

“Two-thirds of Nike consumers are under the age of 35. A younger consumer who can afford $150 Flyknit racers likely has substantial disposable income and lives in a city. The term for this cohort? Progressive. Of the $20B international customer base, how many believe the US is currently a “beacon on a hill” and is handling race issues well? I’ll speculate, none. Nike has risked $1-3B in business to strengthen their relationship with consumers who account for $32-34B of their franchise. The math? Nike just did it.”

Brand Moves – L2Inc


Beverage, FoodBusinessNews, Grocery, Trends, Uncategorized

The T On International Tea In The US

“These teas also are favored for their widely recognized health benefits, which is attractive to today’s consumers who are trending away from sugary soft drinks and juices.” said David Sprinkle, Research Director for Packaged Facts (FoodBusinessNews)

Sencha Tea

The teas outlined are Matcha, Sencha, Moringa and Muzidashi.

There are few studies for green tea, like Matcha and Sencha, are limited but the NCHI offers some claims.

Matcha tea is a green tea that is “high in a catechin called EGCG (epigallocatechin gallate), which is believed to have cancer-fighting effects on the body. Studies have linked green tea to a variety of health benefits, like helping to prevent heart disease, type 2 diabetes and cancer. However, it’s important to note that much of this research isn’t from clinical trials that show green tea causes a benefit. Instead, it’s largely from population-based studies, where researchers look at groups of people who drink green tea and compare their health outcomes to groups that don’t drink it. Studies have shown associations between tea and better health, but causation is not yet proven. Matcha is even less studied than brewed green tea.” (Time)

Sencha is a green tea, and as such it undergoes minimal processing and no fermentation. This allows it to maintain high concentrations of catechins, substances associated with numerous health benefits. (FoodBusinessNews) but again studies are limited and fall under the blanket of green tea research.

The studies for Matcha and Sencha are very limited but studies on Moringa and Muzidashi are difficult to find.

The key takeaway is that consumers are seeking better health sources by omission, by disregarding something deemed “bad” like high-sugar for something that’s possibly better regardless of the claims being proven.

Tea Trends – FoodBusinessNews

Matcha Tea – Time

Green Tea Study – NCBI

Gender, Shopping, Transparency, Trends, Uncategorized

Brands And Retailers Take A Stand On The “Pink Tax”

The Pink Tax is a business practice where women pay more for the same goods and services as men.

USA Today reports that retailers charge:

  • Four percent more for girl’s clothing;
  • Seven percent more for girl’s toys and accessories;
  • Eight percent more for women’s clothing; and
  • 13 percent more for women’s personal care products.

And feminine health products, an absolute necessity, is taxed.  States and brands are changing the system and bring light to the issue.

  • In 2016, a State of New York consumer study cited that personal products with female-oriented packaging (read: pink) cost up to 13% more than male-oriented ones (read: blue) despite being the same dosage and quantity.  The result is NYS effectively ended the tampon tax in 2016 indicating they are not luxury items.
  • In 2016, California introduced a bill that would outlaw gender-based pricing.
  • Billie, a woman-oriented shaving company, does not charge more for feminine items.
  • Boxed.com publicly refuted the pink tax and now absorbs the additional costs of women’s goods instead of passing excess charges along to female consumers.
  • Burger King called out the Pink Tax in this example of charging 2.39 more for “Chick Fries” served in a pink box.


Pink Tax Makes Women Pay More – USAToday

Retailers Standing Out Vetoing The Pink Tax – RetailWire

NYS Study of Gender Pricing – NYC.gov

Burger King Chick Tax YouTube

Fashion, Shopping, Trends, Uncategorized

Tommy Hilfiger Launches Smart Clothes

Tommy Hilfiger offers chip embedded clothes can track the consumer’s wearage via the XPLORE app and the wear receives messages and challenges.  “Wear your item(s) to get points, walk around you to find icons on the XPLORE map for extra points and play weekly challenges for even more points.”

Tommy Shirt and Heart

Extremely clever way to keep consumers engaged post-purchase.  “Never before has a brand been able to understand how the consumer truly uses the product after it leaves the store.” – Forbes

Tommy Hilfiger Launches Smart Clothing – Forbes

Apps, Trends, Uncategorized

60 Million Homes Are Podcast Fans

The intimacy and extremely targeted content that podcasts offers is an opportunity for marketers.

  • 44% of the US population has listened to a podcast.
  • 49% of podcast listening is done at home, 22% of listening is done in the car.
  • Podcast listeners are loyal, affluent and education and skew slightly male (56%).
  • 80% listen to all or most of each podcast episode and listens to an average of 7 shows per week.



Marketers Guide To Podcasting – Nielsen