Steve Ellwanger
MediaPost
Stamford, CT, United States
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Past articles by Steve:
'Spokesbeast' Sasquatch Unleashes Chaos In New Jack Link's Campaign 03/15/2023
In one spot, a barber bites into a Jack Link's beef stick and suddenly transforms into Sasquatch, who uses a chainsaw rather than scissors to cut hair. → Read More
Brown-Forman:: Jack Daniel's RTD Beverages Are 'Consumer Recruitment' Vehicles 03/15/2023
The company was an early entrant into the ready-to-drink space when it launched Jack Daniel's Country Cocktails in the early 1990s. → Read More
Pepsi Zero Sugar Asks Fans To Predict March Madness Losers 03/14/2023
Prize is $100,000 for correctly predicting teams that lost each round of the college basketball tournament. → Read More
Bud Campaign Seeks To Dispel Notion Hard Seltzer Contains Beer 03/14/2023
The ad "100% Hard Seltzer, 0% Beer" features colorful bubbles meant to represent the flavors of Bud Light's hard seltzer, including cherry limeade and and sangria-splash. → Read More
Aided By Limited-Time Offers, Goldfish Crackers Drive Campbell Soup Co. Growth 03/14/2023
Goldfish Crackers' annual sales approach $1 billion, helped by LTOs like giveaway of a dish with 301-cracker capacity, in the shape of NBA player Boban Marjanovin's hands. → Read More
Iced-Coffee Machines Are A Priority For Keurig Dr Pepper, De'Longhi 03/10/2023
Both companies hope coffee systems equipped to brew over ice will help to increase household penetration amid a growing preference for iced. → Read More
Fiber One Offers 'Insurance' Coverage For Those Who Ditch New Year's Resolutions 03/09/2023
Lisa Ann Walter, starring in the current ABC sitcom "Abbott Elementary," addresses the impulses that result from temptation and FOMO. → Read More
Hemp Cigarette Marketer TAAT Eyes Segue Into Tobacco Smoking Cessation 03/09/2023
Company's planned acquisition of Break Free app could help TAAT "play a strategic role in the marketplace positioning" of its tobacco-free hemp cigarettes. → Read More
Guinness, Jameson Dole Out Cash To Celebrate St. Patrick's Toasting 03/08/2023
Jameson is turning paid-time-off (PTO) into SPTO-St. Patrick's Day Time Off-in a campaign featuring actor and producer Regina Hall. → Read More
CPG Brands Push Back On FDA's Proposed 'Healthy' Label Updates 03/08/2023
The FDA's proposed criteria would disqualify the "overwhelming majority of the ready-to-eat cereals on the market from using the term 'healthy,'" companies say. → Read More
Basketball Star Ja Morant Will Front Biggest-Ever Powerade Campaign After Reformulation 03/07/2023
Powerade's brand reformulation included the fact that it now has 50% more electrolytes than competitor Gatorade Thirst Quencher. → Read More
Altria Makes Fourth Attempt At E-Cigarettes With Planned Acquisition Of NJOY 03/07/2023
Tobacco giant Altria Group said today will pay a hefty $2.75 billion -- and potentially another $500 million -- for NJOY Holdings Inc. → Read More
Oatly Selects Philadelphia To Test New Plant-Based Cream Cheese 03/06/2023
Participants in public tastings include a fake Benjamin Franklin, who is described as an "affordable impersonator." → Read More
Celebrity Chef Gordon Ramsay Stars In Triscuit's 'Wholesome' Rebrand 03/03/2023
Parent Mondelez International says it also wants Triscuit to be thought of as "full of authentic, unfiltered personality and flavor." → Read More
Espolon Pours On Scary Again In 'Scream VI' Movie Partnership 03/01/2023
The collaboration with Paramount Pictures includes product integration within the movie, out-of-home creative and a national consumer sweepstakes. → Read More
Indoor-Farming Brand Square Roots Says Produce Can 'Thrive Inside' 02/28/2023
Visuals in the campaign titled "Thrive Inside" connect nasty winter weather conditions with the warm environment of the brand's hydroponic farms. → Read More
Beyond Meat: Cost Cuts Working, Communicating Product Benefits A Longer Haul 02/28/2023
The company said it has saved $3.6 million in costs by restructuring "certain contracts and operating activities" related to its partnership with PepsiCo. → Read More
FDA Proposal: Plant-Based Milk Alternatives Can Be Called Milk, Must Provide Nutrition Info 02/27/2023
FDA less concerned with labels for plant-based alternative "milks," more that consumers understand nutritional differences between alternatives and cow's milk. → Read More
Philip Morris Bullish On Heat-Not-Burn Devices, Oral Pouches
Philip Morris already has the world's #1 smoke-free brand with iQos and, with its recent $16 billion acquisition of Swedish Match AB, #1 nicotine-pouch product Zyn. → Read More
Footballer Thierry Henry To Fans: 'No Lay's, No Game' 02/24/2023
Knocking on fans' doors in Barcelona, Henry said he would stay to watch a Champion's League football match -- but only if there were Lay's in the household. → Read More