"BrandMarketing" news and stories

Odwalla is launching a new line of juices at the Sundance Film Festival, called the "PomaGrand" varieties ("Uniquely combining the wonders of the red spectrum from nature's harvest, PomaGrand combines the goodness of pomegranate juice with wild berry extract"). Quaker Oats is sponsoring the "Steel Cut Oatmeal Power Breakfast" [pdf link], "where Hollywood's dealmakers will be invited to the Premiere [magazine] lounge to find both the next big deal from the Festival as well as a healthy breakfast."

They both seem a little, well, ridiculous. Quaker Steel Cut Oatmeal has (as far as I know) nothing to do with movie dealmakers. Pomegranate, while good for you, is so over. Hollywood is now doing the Acai thing. The hip health nuts have moved on. Yes, the attendees of this festival are truly hip (after all, some of our favorite people are going!). But are they really a mainstream grocery store food audience? Do you really think Robert Redford shops at Safeway?