Client Newswrap: New Aldi boss named and Debenhams rebrands

Brands

A total of 50,000 iPods are up for grabs on Powerade packs. Packs will have their own on-pack codes, which consumers can look-up online to find out if they’ve won. The promotion will run until the end of November. Meanwhile, Innocent has launched an on-pack promotional giveaway of alphabet fridge magnets on its Kids smoothie range.

Kellogg’s has been named top brand by supermarkets. Shopper marketing agency Retail Why found that Kellogg’s holds the most promotional space out of all the top brands in Morrisons, Tesco, Asda and Sainsbury’s.

Heineken has announced that it is shifting production of Newcastle Brown Ale from its namesake to the John Smith brewery in Tadcaster, North Yorkshire. The move is part of a cost-cutting drive that it is hoped will save up to £14m.

The Cadbury‘s Caramel Bunny will appear in a dress designed by fashion designer to the stars Giles Deacon in the new billboard campaign promoting Dairy Milk Caramel Nibbles. It is eight years since the bunny was last used to advertise the brand. The campaign will run until the end of November.

Retailers

Debenhams has revealed a new brand identity. In an attempt to entice back lapsed and potential new customers, the retailer will run a new television advert tonight during Corononation Street to promote the redesign. Debenhams’ deputy chief executive Michael Sharp said: “It’s more than just an advertising campaign, it’s about the way we do business.”

Apple’s Steve Jobs has been enlisted to help makeover Disney’s 340 stores in Europe and the US. According to Brand Republic, it is believed that Disney is considering rebranding the stores as Imagination Park. Jobs has encouraged Disney to create a prototype store and it is believed it will move away  from Disney’s traditional hoards of cuddly toys to interactive activities that will cause people to stay longer.

Head of buying in Aldi‘s Australian business Matthew Barnes has been named as the company’s new UK managing director. Barnes will takeover from Paul Foley, who left the company in August.

Last week Tesco’s Sir Terry Leahy committed the retailer to becoming a zero-carbon business by 2050, without purchasing offsets. Leahy outlined a number of green measures in a speech given at the Manchester University Sustainable Consumption Institute. “For Tesco a revolution in green consumption is a fantastic opportunity: once and for all to break the link between consumption and emissions, and in doing so to satisfy a new consumer need and to grow our business,” Leahy said, according to the Grocer reports.

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