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December 2018 (Revised May 2019)
Case

Darling Ingredients International

By: David E. Bell and Natalie Kindred

Led by CEO Randall Stuewe, Texas-based Darling Ingredients International was a rendering firm with $3.7 billion in 2017 revenues. Since 2003, Darling had transformed from U.S. focused into a global player in the processing of biological waste from meat and foodservice... View Details

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18 Sep 2017
Research & Ideas

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

don’t normally like to talk about. Blendtec captured attention and increased sales with a video showing that its blender was so powerful it could crush a cell phone into a pile of powder. “The best defense against people who are speaking... View Details

Keywords: by Dina Gerdeman; Advertising; Technology

13 Sep 2010
Research & Ideas

The Consumer Appeal of Underdog Branding

Snapple forged its initial popularity with underdog narratives and "got its juice back" by reintroducing stories about its quirky founders and its underdog spokesperson, Wendy. Nantucket Nectars' label portrays the story of the founders who started "with... View Details

Keywords: by Martha Lagace

17 Jun 2013
Research & Ideas

Advertising Symbiosis: The Key to Viral Videos

the connection among them," Teixeira explains. CONCEPT: Let viewers show off their ability to find strange hidden gems. EXAMPLE: Blendtec's wacky blender videos. In 2006, Blendtec founder and CEO Tom Dickson launched a series of... View Details

Keywords: by Carmen Nobel; Advertising