Beverage brand eyes growth with TEN extension
The Dr Pepper Snapple Group is looking to build on the success of last year’s introduction of Dr Pepper TEN by extending the low calorie franchise to its other leading brands.
Dr Pepper has introduced 7UP TEN, A&W TEN, Sunkist TEN, Canada Dry TEN and RC TEN. Each of the products is a 10 calorie version of the company’s five most popular soda brands. Dr Pepper made waves in the beverage world last year with the introduction of Dr Pepper 10 and its unique blend of caloric and non-caloric sweeteners. The product was introduced to appeal to males consumers age 25 to 39 who are regular soda drinkers. The company’s research showed they were interested in a lower calorie option that wasn’t branded as a diet drink. The launch of Dr Pepper TEN was successful and is enjoying strong trial and repeat purchase rates, according to the company. Likewise, the five new TEN products were tested throughout 2012 in several markets and have received a strong response, with 40% of sales incremental to the soft drink category.
"We truly believe we’ve hit the sweet spot with our TEN products, providing both a fully satisfying flavor and low calories," said Jim Trebilcock, EVP of marketing for Dr Pepper Snapple Group. "This new platform gives shoppers a great tasting experience and a reason to visit the soda aisle and enjoy the brands they love more often."
The five new TEN products were available selectively in January. A wider rollout is underway with the brand looking to activate consumers in March when it unveils a new ad campaign.
President of Aeropostale to retire
New York — Aeropostale announced the retirement of president Michael Cunningham, effective March 29. He will remain on the board of directors.
"Over the past 12 years, Michael has been an incredible partner and friend, and a highly respected leader within our organization,” said CEO Thomas P. Johnson. “Michael has been a key contributor to the evolution of our business as a multi-brand and multi-national specialty retailer. In particular, he has been instrumental in building Aeropostale’s best in class financial and business operations.”
Cunningham’s responsibilities will be taken over by existing staff. Johnson will assume responsibilities over information technology, Marc D. Miller, executive VP and CFO, will assume responsibilities over planning and allocation, and Mary Jo Pile, EVP customer engagement will assume responsibilities over construction, logistics and real estate.
Cache names Jay Margolis as new CEO
New York — Cache announced that it has appointed Jay Margolis as chairman and CEO of Cache. Concurrent with the appointment, Thomas Reinckens will step down as chairman and CEO.
Margolis most recently served as president and CEO of Limited Brands’ Apparel Group (Express and Limited Stores), where he was responsible for revamping the product line and leading the successful operational turnaround of the businesses. Prior to Limited Brands, he was president, COO & director of Reebok International.
Outgoing chairman and CEO Reinckens commented: “We are excited to attract a leader of Jay’s caliber to the position of chairman and CEO of Cache. Jay is a highly accomplished merchant with proven success in strengthening assortments, growing revenues, increasing store productivity and driving product sales in new channels, all of which is expected to position our Company for sustained long term profitability and growth.”