Thursday, February 1, 2018

Encounter with the Three Tier System

In my free time, I am working on my food Instagram @jzthefoodie as an influencer and yesterday, I received confirmation that I was placed on a collaboration between Kroger and Delatorri Prosecco. Because of this class, the first thing I thought about was whether the three-tier system would allow for this. Technically, this was a link between a manufacturer and retailer and reminded me a bit of the marketing techniques we debated a few weeks ago. What was more intriguing were the rules I will need to follow in order to participate in this campaign which are different than the ones I typically follow. For example:

  • Hashtags: I need to include #sponsored and #corksandcheers tag Corksandcheers and Krogers
  • Picture: Everyone in the picture had to be above 26 (I would have assumed 21 would have been enough) 
  • Free Product: It is critical that when I post this, I have to mention that the product was free which I would never do with any other products
After more research into the rules, I found out that Corks and Cheers is a marketing pattern so I can't actually tag Delatorri Prosecco in any of my pictures which I believe is their way of avoiding issues with the three tier system. 

What are people's thoughts - is this entering into the grey area?
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1 comment:

  1. Alyssa J. RappFebruary 2, 2018 at 3:24 AM

    JZ,
    You should be 100% covered here. My guess is that Kroger is NOT directly receiving compensation from the Delatorri Prosecco brand marketers; instead, they potentially have other incentives in place behind the scenes with their local distributors. So I'm hopeful the brand wouldn't be so foolish as to incent this behavior from Kroger which would be a tied-house violation. That said, Kroger has a 1st amendment right to post about products it purchases/carries. Please share your Instagram posts/revert! Alyssa

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