May 4, 2024

Media Decoder Blog: Soft-Drink Giant Wants Consumers to Be ‘Impressed’

“McKayla the not-impressed Olympian” sounds as if it might be the title of a song or a book. But as most Americans with access to a TV set, computer, smartphone or mobile device know, it is a reference to McKayla Maroney, an American gymnast at the 2012 Summer Olympics in London.

Ms. Maroney’s facial expression — a scowling kind of glare, or a glaring kind of scowl — when she learned she won a silver medal, rather than a gold, after a vault performance on Aug. 5 was captured in a photograph by Brian Snyder of Reuters that captured the popular imagination.

Soon, the idea that “McKayla is not impressed” turned up as a Tumblr page and became an Internet meme. Ms. Maroney even offered a version of the expression when she and the rest of the United States 2012 gymnastics team met President Obama in the White House — and the president joined in.

This week, the Dr Pepper Snapple Group will proclaim that Ms. Maroney has finally found something that impresses her: five new soft drinks that are entries in the lower-calorie category of the carbonated-beverage market along with Dr Pepper Ten, which the company brought out in 2011.

The “Ten” in the name refers to the fact that each 12-ounce serving of the soft drink contains 10 calories. Dr Pepper Snapple is adding 10-calorie versions of five additional brands: 7Up, AW, Canada Dry, RC and Sunkist.

Ms. Maroney is to appear in New York on Thursday in a section of Penn Station that Dr Pepper Snapple will fancifully rename “Ten Station” for the day. The promotional event will be focused on one new variety, 7Up Ten — which, when said fast, kind of sounds like a sports score.

Although planning is not completed, a tentative schedule calls for Ms. Maroney to meet the public from 10 a.m. to 1 p.m. Those meeting her will be encouraged to sample 7Up Ten and take photographs in which they share their “impressed” looks with her.

The goal of the promotional event is to “leverage the meme” and “turn it on its head, that we’re finally getting her impressed,” said Regan Ebert, senior vice president for marketing at Dr Pepper Snapple in Plano, Tex.

“What we’re hoping is the fact she’s finally impressed” will “get digital buzz across the Internet,” Ms. Ebert said.

Ms. Ebert was asked if she was familiar with what happened when Clara Peller, who became famous in 1984 for being unimpressed when she asked “Where’s the beef?” in commercials for Wendy’s, declared a year later that she had “found it” in a commercial for Prego Plus spaghetti sauce. Wendy’s fired Ms. Peller and her ad career ended.

Ms. Ebert said she recalled the incident and described the agreement with Ms. Maroney as different.

Other marketers “have approached” Ms. Maroney and asked her to declare herself impressed with their brands, Ms. Ebert said, “but she agreed to do it with us, exclusively for us,” because “she enjoys the products.”

Ms. Maroney’s fee is not being disclosed.

Ms. Maroney will not appear in an advertising campaign for the five new soft drinks, Ms. Ebert said, which is scheduled to begin next month. The campaign, by McGarryBowen, part of the Dentsu Network unit of Dentsu, will include commercials, coupons and digital ads.

A social media and digital agency in New York named Code and Theory will work with Dr Pepper Snapple on the promotional event on Thursday. The company also works with Ketchum, the public relations agency owned by the Omnicom Group.

Analysts at brokerage firms who follow the soft-drink industry estimate that Dr Pepper Snapple plans to spend more than $30 million nationally to expand the Ten concept to include the additional products.

Article source: http://mediadecoder.blogs.nytimes.com/2013/02/25/soft-drink-giant-wants-consumers-to-be-impressed/?partner=rss&emc=rss

DealBook: Theodore Forstmann, Private Equity Pioneer, Is Dead at 71

Hiroko Masuike for The New York TimesTheodore J. Forstmann with Padma Lakshmi, the co-host of “Top Chef.”

Theodore J. Forstmann, a colorful financier and philanthropist who helped pioneer leveraged buyouts, died on Sunday at the age of 71.
   
The cause was brain cancer, his spokesman said. Mr. Forstmann, who lived in Manhattan had been diagnosed with a malignant glioma earlier this year.

Mr. Forstmann was among the very first executives to use debt to acquire companies, fix them and then sell them for millions –  and sometimes billions  –  of dollars in profits.
   
Beginning in the late 1970s, he pooled money from wealthy investors and large pension funds to back his acquisitions, while taking 20 percent of the profits, creating a business model that today is known as the private equity industry. 

Over the next three decades, Mr. Forstmann bought, sold and turned around dozens of companies including Gulfstream Aerospace, Dr Pepper and General Instrument.
   

He also coined, if inadvertently, a phrase that set the public image of the leveraged buyout industry. While golfing in the late 1980s with Richard L. Gelb, then the chairman of drug maker Bristol Myers, the discussion turned to a surge in takeovers by buyout firms. “What does it all mean?” Mr. Gelb asked Mr. Forstmann.
   
“It means the barbarians are at the gate, “ Mr. Forstmann replied.  “And they’ll be coming for you next.”
   
The phrase “barbarians at the gate,” was used by Bryan Burrough and John Helyar in their 1990 best-selling book about the $25 billion buyout of RJR Nabisco, which Mr. Forstmann had bid on and lost to a private equity rival, Kohlberg Kravis Roberts. Mr. Forstmann happily recounted his conversation on the golf course dozens of times.
   
Yet as buyouts grew and more and more debt was used to finance deals, Mr. Forstmann grew more cautious about the business, calling the heavy use of debt “wampum” and “funny money.” In an op-ed article in The Wall Street Journal in 1988, at the height of the buyout craze, he wrote, “Watching these deals get done is like watching a herd of drunk drivers take to the highway on New Year’s Eve.”
   
Mr. Forstmann, who gave hundreds of millions of dollars away to charity, was also among the first philanthropists to push for voucher programs for education in the 1990s, leading to the movement by financiers to promote charter schools. In 1999, he founded the Children’s Scholarship Fund, with John T. Walton, the son of the Wal-Mart founder Sam Walton, to offer scholarships to underprivileged children to attend private schools using vouchers. He donated $50 million.

The scholarship fund has since given away $443 million to 116,000 children.
   
Most of Mr. Forstmann’s philanthropy centered on children. Starting in the 1980s, he was a Big Brother. In 1992, he founded the Silver Lining Ranch, a camp for terminally ill children in Aspen, Colo. that was first run by Andrea Jaeger, the former professional tennis player. And for 25 years, he held a prominent charity tennis tournament, dubbed “Huggy Bear,” at his summer home in Southampton, N.Y., raising over $20 million dollars for children’s charities, by bringing tennis pros like Martina Navratilova and Boris Becker to play against amateur donors.
   
His charitable instincts went beyond the usual Manhattan charity circuit. In 1994, he flew on his GulfStream IV jet to Bosnia to deliver millions of dollars of medical supplies and emergency service personnel.
   
Earlier this year, Mr. Forstmann signed the Giving Pledge, a promise by some of the nation’s wealthiest people to pledge to give away at least half of their fortunes. The Giving Pledge was started by Warren E, Buffett and Bill Gates.
   
An influential donor to Republican candidates and causes, Mr. Forstmann was co-chairman of George H. W. Bush‘s reelection campaign in 1992. He named Republican allies to run the companies his firm owned, appointing Donald Rumsfeld as chief executive of General Dynamics in 1990 and adding Colin Powell to the company’s board.

Unusual for a financier, Mr. Forstmann was also a regular bold-faced name in the gossip pages. He had a brief romantic relationship with Diana, Princess of Wales, which he said later turned into a long-term friendship.
   
He was often photographed arm-in-arm with a model or actress, including Elizabeth Hurley. (He was later the godfather of her son.) Over the last several years, he dated Padma Lakshmi, the celebrity chef and model and former wife of Salman Rushdie.
   
Mr. Forstmann never married.
   
“He sees things differently, and that’s part of his genius and part of his problem, you know?” Barbara Hackett, a former girlfriend, explained him in an interview with The New York Times in 2004. “He’s that person who is a terrific athlete, who is out with the most beautiful girl, who is flying around in his plane and has had all this tremendous success. That person may be difficult for a lot of other people to cozy up to and embrace.”
   
Mr. Forstmann had a complicated view of the single life. In 1995, he told The Washington Post, “I find the prospect of being married more difficult than most people. I would be a difficult husband.” He added, “Maybe I’ll adopt some children. I’m not going to do nothing about this.”
   
Two years later, Mr. Forstmann became the guardian of an orphaned child, Everest, now 30 years old, from South Africa. Mr. Fostmann had been invited to South Africa in 1996 by Nelson Mandela to address the parliament on democratic capitalism. Mr. Forstmann was so moved by the work Mr. Mandela was doing with orphaned children that he made a $1 million donation. It was on a subsequent visit to Africa to the see the orphanage he had paid fro with his donation that he met Everest.

“’This kid is for me, that’s it,” he recalled in an interview about the moment they first met. In another visit two years later, he met another boy, Siya, who had become close to Everest. He brought them both to live with him in New York and became their guardian.

He is survived by Siya and Everest, and his siblings: J. Anthony
Forstmann, John Forstmann, Marina Forstmann Day and Elissa Forstmann
Moran.

Mr. Forstmann grew up in Greenwich Conn. His father, whom Mr. Forstmann said was an alcoholic, ran a wool business that went bankrupt in 1958.
   
One of six children, Mr. Forstmann  played ice hockey at Yale. He put himself through Columbia Law School with proceeds from gambling on bridge.
   
In 1978, he started his leveraged buyout fund, Forstmann Little Company, with his brother Nicholas and Brian Little, an investment banker. While other firms relied on the public debt markets, Forstmann raised his own special subordinated debt fund.
   
His firm had a long stretch of beating his rivals, with over an annual average rate of return of 55 percent a year on its equity funds through 2001.
   
But that winning streak came to an end that year when two telecommunications investments, XO Communications and McLeodUSA made at the height of the telecommunications bubble. He later said that he should not have made the investments and blamed himself for delegating investing to a younger generation enchanted by the Internet.
   
“All these psychoanalytical things have been written about me that I’m insecure. Maybe I’m very insecure. I thought the world had passed me by, O.K.? I really did. I didn’t understand a word they were talking about. I don’t use a computer today,” he said about the 2001 failed investments.
   
That same year, his brother Nicholas died of small-cell lung cancer at age 54. Mr. Little had died a year earlier. And in 2004, the state of Connecticut, which had a pension fund invested in Forstmann Little, sued Mr. Forstmann and his fund for the loss of funds, alleging that the investments were too risky and beyond the scope of they type of investments he promised to make. A jury found in favor of the state but awarded no damages, leaving both sides to claim victory.
   
After the ruling, Mr. Forstmann announced that his current fund would be his last. He said at the time that he had become disappointed with the industry and its focus on size and fees. “The world has gone in a completely different direction. It is not for me. Even if things had never changed, I wanted to stop years ago,” he said.
   
Over the past seven years, he worked steadily on his last big investment: IMG, the sports, fashion and media agency that represented the likes of Tiger Woods and Roger Federer. He bought the company in 2004 for $750 million and became its chairman.

It encompassed everything he loved: deal-making and sports. 

Article source: http://feeds.nytimes.com/click.phdo?i=92818d654f540529a09f74a4d699e12f

Coca-Cola 3rd-Quarter Net Income Rises

The world’s largest soft-drink maker, which has more than 500 brands including Fanta, Sprite, Dasani and Minute Maid in addition to its namesake, has shown consistent growth for years, but it is being increasingly pressured by rising costs and consumers’ cautious spending due to the turbulent economy, especially in the U.S. and Europe. It is increasingly focusing on emerging markets like Latin America, India and China, to drive growth.

Gross margin — the proportion of each dollar of revenue the company keeps as profit — fell to 60.2 percent from 65.4 percent, an indication of how higher costs are eating into Coke’s profit.

The Atlanta-based company said volume grew 5 percent in North America and worldwide. Worldwide volume growth was driven by the Coca-Cola brand, which rose 3 percent.

In North America, the company raised prices about 2 percent to offset higher commodity and other costs, including a 3 percent price increase on sparkling beverages. Excluding a cross-licensing deal with Dr Pepper, volume rose 1 percent.

Demand was strongest in emerging markets, including a 19 percent increase in volume in India and a 7 percent increase in Latin America. Volume was flat in Europe.

Net income rose to $2.22 billion, or 95 cents per share, in the three months ended Sept. 30. That’s up from $2.06 billion, or 88 cents per share, a year ago.

Excluding one-time items, it earned $1.03 per share. Analysts expected earnings of $1.02 per share.

Revenue rose 45 percent to $12.25 billion from $8.43 billion a year ago. Analysts expected $12.05 billion. Results were helped by the acquisition of its largest bottler.

Its shares rose 34 cents to $67.34 in premarket trading

Article source: http://feeds.nytimes.com/click.phdo?i=5abadbd47492d48d9ca7ec2ab41645fe