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Consumer protection campaign hits major retailer store aisles this spring

BY CSA STAFF

As consumers head to retail stores this spring to purchase mowers, chain saws, generators, blowers, trimmers, power washers and a host of other small engine equipment, they will see an important ethanol fuel message from the Outdoor Power Equipment Institute (OPEI), an international trade association representing 100 small engine, utility vehicle and outdoor power equipment manufacturers and suppliers.

The message to ‘Look Before You Pump’ will help consumers protect their outdoor power and small engine equipment investments.

In thousands of retail store aisles across the country and in spring preview circulars and catalogs, consumers will be reminded that it is harmful and illegal to use higher than 10% ethanol gas in any outdoor power equipment or other non-road product, such as boats, snowmobiles and motorcycles, with the exception of "flex-fuel" engine products. Independent dealers began using the ‘Look Before You Pump’ message in their stores in fall 2013.

Lowe’s and Walmart are supporting the educational program through in-store signage and circulars, and True Value Hardware will highlight the program on the back cover of its spring outdoor power catalog.

Additionally, Scripps Networks Interactive’s DIY Network is supporting the program through social media promotion, custom research and in-show messaging.

Known by its emblematic prominent, red warning hand symbol indicating ‘OK’ for 10% ethanol and ‘No’ for mid-level ethanol blends (such as E15, E30, E85), the ‘Look Before You Pump’ campaign is spreading nationwide as ethanol blended fuels containing more than 10% ethanol are made available in the marketplace for "flex-fuel" automobiles.

"OPEI’s ‘Look Before You Pump’ campaign is designed to protect consumers’ equipment investment by educating them on using the right fuel for the right product," said Michael Jones, CMO at Lowe’s. "The campaign offers a simple yet effective way to inform customers about the adverse impact of higher than 10 percent ethanol fuel blends on outdoor power equipment for which it is not designed."

“OPEI’s ‘Look Before You Pump’ campaign is exactly what our stores need to meet the challenges posed by higher ethanol fuel blends,” said Ken Goodgame, SVP and CMO at True Value Company. “We used to see about a 70% fuel related failure rate, but now with E10 and E15, we find that up to 80% of all portable and four-stroke OPE failures that come back in our stores are related to fuel, so we recommend customers use a fuel stabilizer. Ethanol has proven to be a corrosive and problematic fuel additive, and we are keen to share the ‘Look Before You Pump’ warning with our customers."

"We’ve been very pleased with the level of support for ‘Look Before You Pump’ from retailers and dealers who sell small engine and outdoor power equipment. They understand the importance of cautioning American consumers and the business owners whose livelihood depends on our equipment to be more mindful at the gas pump. It’s imperative that the consumer is educated about the changing fuels marketplace and getting the right fuel for the right product," said Kris Kiser, president and CEO of OPEI.

OPEI urges consumers to read their equipment operating manual before filling equipment with gasoline to ensure they use the right fuel for that engine.

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Keds launches omnichannel campaign

BY CSA STAFF

Vertical footwear retailer Keds is launching an omnichannel marketing campaign called the “Keds Brave Life Project.” The campaign is aimed at encouraging positive development of girls and young women.

The online home for Keds Brave Life Project is a new Bravehearts.com, a virtual community initially launched by Keds in January 2013. The site now offers dozens of new features including style tutorials, product showcases, and how-to videos covering everything from crafts to cooking, many of which are user-generated, along with everyday brave challenges, personal stories, grant applications, and research and reading material.

"We believe that young women can achieve anything, it just takes the right type of support," said Rick Blackshaw, president, Keds. "The new campaign solidifies our efforts to provide young women with tools and resources that will help them realize their full potential, and celebrate and inspire bravery in ways both big and small."

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New CFO for Coca-Cola Company

BY CSA STAFF

The Coca-Cola Company EVP and CFO Gary P. Fayard plans to retire in May, after 20 years of service with the company. Filling the role will be Kathy N. Waller. She will be elected CFO at the company’s April board meeting.

Fayard joined Coca-Cola in 1994 as VP and controller and was promoted in 1999 to SVP and CFO. In 2003, Fayard was promoted to his current role of EVP and CFO, where he is responsible for leading the company’s global finance organization, overseeing mergers and acquisitions, investor relations, tax, treasury, audit, accounting and controls, financial reporting, real estate and risk management. In this role, he also serves as management representative for the Finance, Audit and Compensation Committees for the board of directors.

During Fayard’s tenure as CFO, revenues of the company have more than doubled to $47 billion in 2013, and the company completed the $12 billion acquisition of Coca-Cola Enterprises’ North America business, the largest acquisition in its history.

Prior to joining Coca-Cola, Fayard served 19 years with Ernst & Young, concluding his service there as a partner. He received his degree from the University of Alabama College of Commerce and Business Administration.

“Gary’s deep experience across the financial spectrum combined with his passion for our business and his people have contributed significantly to the success of our company,” said Muhtar Kent, chairman and CEO. “Gary will leave a legacy of financial strength across the global organization, and the successful development of leaders who will now steward the growth of our system. He has been my trusted adviser, providing leadership, guidance and, importantly, a dry wit. I feel fortunate to have had a leader such as Gary as our CFO and as my colleague through the years. We wish Gary and his family all the best in his retirement.”

Waller currently serves as VP, finance and controller. She joined the company in 1987 as a senior accountant in the accounting research department and soon became principal accountant for the Northeast Europe/Africa Group, followed by marketing controller for the McDonald’s group. Since then, she has taken on a number of roles of increasing responsibility, including financial services manager for the Minute Maid Company and corporate director of financial reporting. In 2004, Waller was named VP and chief of internal audit, managing worldwide internal audit processes, with key responsibilities for the company’s compliance with Sarbanes-Oxley requirements and corporate governance matters.

In 2009, Waller was named VP and controller, a role that was expanded in 2013 to VP, finance and controller, adding global accountability for corporate treasury, corporate tax and finance capabilities.

“Kathy brings more than 25 years of experience with the company and a passion for leading teams and developing talent. Since 2009, she has led the controller’s group in an increasingly complex regulatory environment while also improving our internal management reporting and analytics,” said Fayard. “Kathy’s expertise and deep experience with the company make her a perfect fit for this key leadership role and the expansion of her responsibilities throughout the past year will allow for a seamless transition.”

In addition to her role in finance, Waller also leads the Coca-Cola Company’s Women’s Leadership Council and helped develop its Women in Leadership global program. Kathy also serves on the advisory board of Catalyst, a leading nonprofit organization with a mission to expand opportunities for women and business.

“Kathy brings to this role comprehensive knowledge of our system and strong global financial expertise,” said Kent. “I have been fortunate to work closely with her for several years, and have seen her wise counsel, passion and integrity in action across our system. I have great confidence in her appointment to this role. I wish her the very best of success and look forward to her continued leadership.”

Prior to joining the Coca-Cola Company, Waller worked for Deloitte. She received her bachelor’s and MBA degrees from the University of Rochester in New York. As CFO, she will report directly to Kent.

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