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Joel Ewanick on Why GM's Plan Is a Very "Clever Idea"




Joel Ewanick, Brandweek's Grand Marketer of the Year and the vp of marketing at Hyundai talks with Adweek's Eleftheria Parpis about General Motors' guarantee that if consumers don't like a GM car they buy, they can return it within 60 days. Ewanick says that GM's plan is really very different because it addresses the quality of the company's cars rather than fears about the economy as Hyundai's Assurance plan did. Ewanick also discussed the shelf life of the Assurance plan and how he thought this fall might be a rough one for the auto industry. Finally, Ewanick discussed the brand's plans for 2010—including Super Bowl advertising—and how consumers are still fearful about high unemployment and the prospect of $4 a gallon gas.



Brett Asay on How Hormel Prospered from the Eat-at-Home Trend




Brett Asay, senior product manager of Hormel Foods talks with Adweek's Brian Morrissey about how the company's Compleats product, in particular, addressed consumers who were taking lunch with them to work. Asay also said he thinks that, if and when the economy officially pulls out of the recession, he believes consumer habits will not change. Finally, he discusses how the name change to Compleats had nothing but upside, and how the company observes that consumers are looking for new flavors, particularly those with a gourmet twist.



Nancy Kirkpatrick on What Makes the Twilight Series So Seductive




Nancy Kirkpatrick, president-worldwide marketing for Summit Entertainment, talks with Adweek's Eleftheria Parpis about the success of the Twilight series. Kirkpatrick said while Stephanie Meyer was able to create a romantic, enticing world, it was Summit's job to expand that world beyond young female fans to older women and males. She cited audience fragmentation as one of the biggest challenges for any marketer. Summit, per Kirkpatrick, has grown the demographic to females ages 13-49, and young males. She further explained how Summit managed to stay true to the Twilight property, and why the upcoming New Moon movie is the best one yet.



John McFarland on How Tide Total Care Delivers




John McFarland, Tide's assistant brand manager, talks with Adweek's Brian Morrissey about the concept behind Tide Total Care and why it offers the same results as dry cleaning, only for less. McFarland said he expects the brand to thrive even when the economy turns around and consumers go back to doing more dry cleaning. While competition from private label is heating up for the flagship Tide brand, McFarland noted that it's not the case for Total Care. When it comes to the Tide brand in general, he said it all comes down to benefit over price.



Frances Allen on Why America Runs on Dunkin'




Frances Allen, brand marketing officer for Dunkin’ Donuts, talks with Adweek's Eleftheria Parpis about Dunkin' Donuts' growing market share, despite competition from McDonald's McCafe, Starbucks, and others. Allen boasted that the chain makes the best coffee in America, having beat Starbucks in various taste tests. She said Dunkin' Donuts is constantly looking to introduce innovative products like the recently-launched DDSmart line for health-concious consumers. While Allen didn't disclose what's coming down the pike this fall, she said the company has "many tricks up [its] sleeve."



Jessica Buttimer on the Success Behind Clorox Green Works




Jessica Buttimer, director of marketing for Clorox Green Works, talks with Adweek's Brian Morrissey about the obstacles Clorox Green Works had to overcome when it first launched, including: Consumer skepticism about the effectiveness of green cleaning products, the belief that such products are too expensive, limited availability, and the lack of brand trust. Private label products are growing in the space, but Buttimer said Clorox welcomes the competition and "anyone who can support greener cleaning." So what makes Green Works truly green? Buttimer said all of its products are 95-99% natural--a claim that not many others can make.



Courteney Monroe on How 'True Blood' Was Able to Bite Into Its Fan Base




Courteney Monroe, executive vice president of consumer marketing for HBO, talks with Adweek's Eleftheria Parpis about the appeal of "fun, sexy, dangerous" vampires. Monroe said the success of the campaign for the popular True Blood series is rooted in the fact that it's multidimensional. HBO set out to reach the broadest possible audience, and found that it was the community of fans that propelled the show. Monroe added that large brands were quick to sign on as advertisers, a testament to the success of the show. True Blood recently came to life as an actual drink, which many fans served during the show's season finale. Is a caffeine-free and diet version of True Blood in the works? Monroe explains.



Mandy Ginsberg on Finding Love in Tough Times




Mandy Ginsberg, Match.com's general manager, talks with Adweek's Brian Morrissey about the effects the recession has had on online dating. Ginsberg said people have a need to be in a relationship regardless of the state of the economy. In fact, she said, Match.com has used the opportunity to connect people for about $5 a week, a much cheaper alternative than going on a date. The business has fared well and has thrived over the past year, Ginsberg added. Although Match.com is an online dating site, offline marketing is an important piece of the mix that drives top-of-mind awareness. Ginsberg noted that the company is an aggressive offline (TV, radio) advertiser. So what's the most rewarding part of her job? It's all about the data and making sure people are connecting, and ultimately, seeing people resign because they found that special someone, she said.