Strategies for Revitalizing Established Brands: Insights from J.M. Smucker's Chief Marketing Officer

In 2018, The J.M. Smucker Company revamped its marketing approach by restructuring internal teams and consolidating agency work under one unit. The new "Power of One" model aimed to streamline creative, data, and media functions, with Publicis Groupe's PSOne handling the $580 million account.

Since then, Smucker, along with other major advertisers, has faced challenges such as the pandemic, operational hurdles, and changing consumer behaviors. Like other consumer packaged goods (CPG) marketers, Smucker has also needed to update its traditional brands to appeal to a new generation of shoppers.

When Smucker embarked on its new marketing journey, only a small fraction of its brands were experiencing growth or maintaining market share. Fast forward to today, and that number has surged to nearly 86%, a significant increase from the previous benchmark of two-thirds, as reported by Smucker's CMO Gail Hollander. The company's net sales during Q3 of the 2024 fiscal year jumped by 6%, driven by the growth in volume and sales mix of popular brands like Meow Mix and Cafe Bustelo.

Having witnessed the transformation firsthand, Hollander brings a unique perspective to the table. Prior to becoming the chief marketer at Smucker in 2023, she oversaw the Smucker business at Publicis as a client lead. This experience has equipped her with valuable insights on how to elevate consumer packaged goods brands.

J.M. Smucker CMO Gail Hollander

J.M. Smucker CMO Gail Hollander

Courtesy of The J.M. Smucker Company

Building brand platforms

"We joined six years ago when there were 11 different iconic brands, but they were outdated," Hollander explained. "Revitalizing brands with contemporary energy is key to staying relevant over time, and this is the core of the JMS marketing approach. We infuse these iconic brands with modern energy by delving into the brand's essence and uncovering a significant brand platform idea. These ideas connect with culture in distinctive and continuous ways."

Among the brands that underwent a "makeover" during the pandemic were Jif, Folgers, Meow Mix, and J.M. Smucker itself. As part of the initial wave of rebrands, J.M. Smucker traded its traditional strawberries, leaves, and country-style font for a more contemporary appearance that better represented the company's range of products, expertise, and appeal.

When it comes to rebranding Smucker's own products, there are three key factors to consider. Firstly, understanding the brand's essence and DNA is crucial. Secondly, recognizing the truth about consumers and what they seek in the market is essential. Finally, determining the brand's role in shaping the current culture is also important.

Hollander explained that putting all those elements in a bucket and mixing them up helps to establish a brand point of view. This serves as the foundation for everything that is done, ensuring that the brand remains relevant and stands the test of time.

Jif was among the first Smucker brands to undergo a transformation within the new framework. The introduction of the "That Jif'ing Good" platform in 2019 marked a shift for the brand, moving away from the traditional "choosy moms choose Jif" approach to campaigns that resonate with hip-hop and internet culture. Similarly, Folgers faced the challenge of addressing a negative reputation as millennials entered the market.

Milk-Bone has focused on creating a genuine bond between pets and pet parents, standing out in a culture dominated by superficial social media. Meow Mix, on the other hand, tapped into its iconic jingle and musical connections to evoke nostalgia for boy bands. According to Hollander, brand platforms act as a strong foundation for news and innovation, designed to stand the test of time.

The executive noted that just six years ago, these brands were not in the spotlight, but now they are thriving and attracting a younger audience. This success is attributed to their commitment to the art and science of marketing communications.

Lessons for CMOs — and the C-suite

The role of the chief marketing officer is constantly changing, with CMOs facing short stints in their positions and dealing with confusion about who is responsible for what within the C-suite. In the business world, especially with public companies like Smucker, investors expect brands to meet short-term business objectives that may not always align with the marketing team's priorities. According to Hollander, a crucial aspect of the CMO role is to convince the entire organization of the importance of focusing on long-term brand building.

Hollander emphasized that it's common to view marketing as a cost-center mentality, especially when facing budget constraints. However, she pointed out that creativity actually has a significant impact on the business.

She mentioned that she collaborates closely with President Mark Smucker, COO John Brase, and head of sales Robert Crane, all of whom strongly believe in the power of marketing and communications. To show the importance of marketing within the organization, it is essential to emphasize that marketing is a combination of innovative creativity and data-driven insights.

"There are basic principles that should guide your business, but don't overlook the importance of creativity," she emphasized.

Data serves as the foundation for all of Smucker's activities, supporting insight-driven strategies and the development of consumer targets that can be expanded through lookalikes powered by Publicis Groupe's Epsilon division. This process is continuously refined to improve the effectiveness of media spending and its results.

Hollander emphasized the importance of maximizing the value of every penny spent. It is crucial for investments to work as efficiently as possible.

During times of limited budgets, media expenditures can significantly impact the profit and loss statement. However, creativity plays a crucial role in driving business success.

Gail Hollander

J.M. Smucker's Chief Marketing Officer (CMO) shared that the relationship between Smucker and Publicis, known as PSOne, is thriving. This collaboration stemmed from the "Power of One" marketing realignment initiative almost six years ago. Prior to this change, Smucker's marketing efforts were separate and straightforward, leading to increased complexity and decreased efficiency.

The relationship between Publicis and Smucker is truly unique because they built it together. They created integrated teams without any barriers, ensuring seamless collaboration across all aspects like media, data, and social. It's hard to tell where one group starts and the other ends.

This integrated approach allows data, creative, and media to work closely together. The agency not only focuses on creative ads and media but also adopts a business-oriented mindset to help Smuckers reach both short-term and long-term goals.

"You need that integrated thinking, and you need that partnership to deliver business today and brand health for tomorrow,” she said.

Editor's P/S:

The article highlights the remarkable transformation of Smucker's marketing strategy, led by CMO Gail Hollander. By consolidating agency work under one unit and revamping its brands, the company has achieved significant growth and market share gains. Hollander's insights into building brand platforms and leveraging creativity to drive business success are particularly valuable.

The article also sheds light on the evolving role of CMOs and the importance of aligning marketing efforts with long-term brand building objectives. Hollander's emphasis on collaboration with the C-suite and maximizing the value of every penny spent underscores the need for a data-driven and ROI-focused approach to marketing. The partnership between Smucker and Publicis, known as PSOne, serves as a successful example of how integrated teams can drive innovation and business results.