Market Wise

Carving a bust of the president in honey will no doubt peak curiosity and work in favor as a marketing tool for veteran honey producer Eden.

By
September 20, 2007 07:55
4 minute read.
eden pere 88 224

eden pere 88 224. (photo credit: Courtesy Photo)

 
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REMEMBER THE days when you lugged smelly cheeses and other delicacies home from France, Holland and Switzerland? Today, Israel can compete with these and other countries in the production of quality cheeses and other palate pleasers. Mindful of this and wanting to help promote the "Made in Israel" concept, James Richardson Israel, which maintains duty-free stores at Ben-Gurion Airport, is opening an 80 sq.m. duty-free cheese, wine and chocolate boutique at an investment of NIS 1.2 million. All the products sold in the boutique will be kosher. Israelis can buy them to have a taste of home while traveling overseas or to present them to relatives and friends abroad, while tourists who have tasted these products during their visit to Israel, will be able to share at least the taste of Israel with their nearest and dearest once they get back home. ALSO ACTIVE on the duty-free front is Sakal, which is re-launching the JVC brand name in Israel at an investment of NIS 3m. Sakal will be marketing the JVC 32-inch and 46-inch screens, which previously have not been sold in Israel. Sakal is also marketing a new range of JVC audio products. According to Haim Sakal, the company's vice president marketing, a survey conducted by the company indicated that Israelis are familiar with JVC and regard it as a good brand with innovative products. GIMMICKS DON'T always work to a company's advantage, but in the case of Eden, the country's most veteran producer of honey, the gimmick of carving a bust of the president of the state in honey will undoubtedly peak curiosity and work in its favor as a marketing tool. Eden was established in 1923, the year in which President Shimon Peres was born. Moreover, in Jewish tradition, this is the honey season and instead of giving the president just a pot or a bowl of honey, Elad Eden, the fourth generation of the local honey dynasty, brought the president his head, if not exactly on a silver platter - certainly in a golden hue. The bust was carved from a 50 kilogram block of hardened honey. Eden has a 19 percent share of the local honey market, and maintains literally thousands of beehives from which it derives a broad variety of honey-based products. FORMER MTV presenter Jason Danino Holt is the star of a new marketing commercial financed by Delek to popularize its chain of 54 Menta convenience stores. The commercial, which is the keystone of the Menta campaign, features a hard rock band that comes to a Menta store to stave off "hard hunger." Holt plays the store-keeper. The campaign is the work of the Adler Chomsky and Warshavsky advertising agency. USUALLY, WHEN one thinks of Coca Cola, it's in line with "The pause that refreshes." Now, the beverage giant doesn't want people to pause - it wants them to interact. Once upon a time, it was believed that the family that prays together stays together. Coca Cola has broadened the scope to include secularists so it's the family that plays together stays together. For the second consecutive year, Coca Cola is picking up the NIS 7m. tab for an active happening for the whole family. For two days during the intermediate days of Succot, families will be able to come free of charge to The Active Park at the Wingate Institute where they have a choice of scores of interactive attractions. The Active Park will be open from 9 a.m.- 4 p.m. on October 1 and 2. Although there are no payments involved, pre-registration by phone or on the Coca Cola Web site is required. The phone number is (03) 606-6555; the Web site address is cocacola-active.co.il. THE TOGO chain of shoe stores is spending NIS 2m. on a marketing campaign whose slogan is "I have to go…" Featured in the campaign is actress, model and tv hostess Karin Magrizo. This is her second season with TOGO . The campaign is designed to give the public a clearer understanding of new trends in footwear. MAM'Z, THE fashion chain that specializes in youthful styles, has invested $30,000 in an interactive Web site that will enable existing and potential clients to catch up with the latest trends in clothing and to order items from the company's on-line catalogue. The Web site can be accessed at www.mamz.co.il. IF THE new face promoting Ahava Dead Sea beauty products seems familiar, it might indicate you're a "Sex and the City" fan. The face is that of Christine Davis who plays Charlotte in the long-running tv series that is being made into a full-length feature film. Before you noticed Davis in "Sex and the City," you may have come across her in "Melrose Place." Although Davis is supposed to visit the Ahava plant on the Dead Sea some time during the next year, she will not be coming to Israel for the photo shoot, which will take place in New York. The new Ahava campaign will be launched in America after which it will spread out to Israel, the UK and Germany. TOP HONCHOS from Israel's leading advertising agencies participated in the fifth anniversary celebration of Batzfar, the school for people who want to make a career in advertising. The veterans of the game came to honor the new generation of advertising executives and copywriters. Among the guests were television, cinema and stage personalities Guy Meroz and Ruby Porat Shoval whose son and daughter, respectively, are students at Batzfar. The festivities were held at the Tel Aviv Port. AT THE initiative of Colonel Dedi Simchi, Head of Southern Command rear guard, Tambour contributed 200 liters of paint to brighten some of the homes in Sderot in time for Rosh Hashana and thus boost morale. It's not a major contribution, but it shows that the company has heart and it also makes people in Sderot more aware of Tambour.

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