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Coca-Cola Enterprises and Kellogg are to experiment with 'buzz marketing'.
The approach, also known as word-of-mouth marketing, involves techniques that can range from employing actors to extol the virtues of products in bars, to more structured campaigns.
Kellogg is one of a growing number of brands making its first foray into buzz marketing with a campaign to promote FruitaBu, its range of bagged fruit snacks. Consumers can sign up to be sent samples and product information, with the intention that they will then recommend the...