卡夫亨氏决定将营销支出提升至净销售额的至少6%，并借助NFL和迪士尼的合作伙伴关系，以及一系列新广告活动，力求扭转美国市场的销售困境。这家生产卡夫通心粉和奶酪的公司，正试图打一场漂亮的翻身仗。
“没有什么比在包装上印上一位公主，更能让年轻人们兴奋不已的了。”卡夫亨氏首席执行官史蒂夫·卡希拉内如是说。周三，该公司宣布计划追加1亿美元，以吸引更多美国消费者的注意力。
这笔新拨付的资金，是在今年早些时候已拨出的6亿美元基础上的追加投入。那笔资金原本被用于销售、营销和研发等优先事项，旨在重振公司业务。此番再下血本，足见其志在必得。
卡夫亨氏表示，其营销攻势已开始对销售产生积极影响。然而，第二季度净销售额仍下跌了1.4%。财报发布后，公司股价周三应声下跌3.4%。这或许意味着，翻盘之路，仍需时日。
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