·Description: As an extended version of the original Stay Extraordinary spot, this commercial extends scenes of opening a Diet Coke, and performing important tastes.
·Description: Diet Pepsi took Fashion week by store with a partnership with Betsey Johnson to launch the new Skinny sized can. The sleek new can is meant to be the perfect compliment to today's most stylish looks, and Johnson is the pinnacle of trendsetting fashion.
In an effort to encourage a more healthy America, beverage companies are working together to make customers aware of the calories that are in their drinks. With calorie levels clearly displayed on the front of bottles, consumers can make informed healthy choices to match their lifestyle.
·Name of Campaign/Spot: The X Factor: Simon Cowell on Auditions
·Date Launched: 2/24/2011
·Description: Simon Cowell discusses his new show and how devoted it is to finding new talent that will stand out. He talks about the rules and the audition process. Cowell expresses his love of watching the talent in auditions and trusting the audience's opinion.
Sprite, owned by Coca-Cola, is beginning a new venture partnership with Lebron James. In this partnership, Sprite will begin renovating over 150 parks, athletic fields and basketball courts. This is a highly consumer driven operation where customers collect bottle caps to raise money and nominate projects.
Companies like PepsiCo are realizing that doing a little good for a community can also make logical business sense. By buying directly from Mexican corn farmers, Pepsi saves in transportation costs that are constantly fluctuating. Farmers are now able to provide for their families and not risk deportation by going North to find work. While these poorer markets need help to grow, they are also potential consumers for various products. Companies are now attempting to access these markets while providing a helpful service. A little bit of good truly does goes a long way.
In June of 2006, Coca-Cola launched Coke Zero in the UK. Utilizing an £8 million advertising budget and over 4 million sample hand outs, the new Coke Zero launch became the biggest UK launch since Diet Coke’s appearance over 22 years ago. Unlike the United States’ less overtly male campaign, Coke Zero’s launch in the UK sought to target a male audience through a variety of channels. The above launch TV spot highlights Coke Zero’s direct offensive toward the young male market. The campaign was matched with print ads featuring “Girls Aloud” singer Cheryl Tweedy (now Cole) as the featured spokesperson (http://www.thepublican.com/story.asp?storycode=52299)
According to a Mintel report on the carbonates sector, published in February 2007, Coke Zero has been credited with attracting 18 to 25-year-old males back to the cola market. The Mintel report also points out that in the first 16 weeks following its launch, Coke Zero recorded an increase in sales in excess of £24m.
In 2008, Great Britain developed a new £1.2 million ad campaign in the style of a Hollywood movie. The tagline featured a movie voice over stating the premise, “Coca-Cola presents…..A taste of life as it should be”. The following links show the three spots that ran in Great Britain:
The campaign was given the nickname “Bloke Coke” when referenced in articles or videos. While this nickname was not an official moniker given by the brand or quoted in advertising, it did reveal that consumers understood the product was to be consumed primarily by men. The term is used in the following article regarding the “Life as it should be” campaign: “This ad is squarely aimed at Coca-Cola Zero’s UK target market of male drinkers and is unashamed in doing so, cementing its unofficial moniker of ‘bloke coke’. The uncharitable observer would accuse it of post-laddist revivalism whereas others will see it as a slice of harmless fun. In these enlightened times the ad’s transparent maleness is surprising but is set to be effective. The scenario is common, the conclusion ridiculous but the two combined make for a heady mix which will ensure the ad resonates and amuses some while possibly offending others. All of which makes it unquestionably memorable.”
The packaging and marketing are both heavy on masculinity, but also clearly state the brand proposition, something Coke Zero and Pepsi Max struggled with. Coke Zero’s first campaign, “Everybody Chill,” left consumers confused, as did Pepsi Max’s original billing as a diet drink that was a cross between an energy drink and a cola.
Mid-calorie sodas such as Dr Pepper Ten could be just the boost the struggling soft-drink category needs, as consumers look to trim calories from their diets and health advocates blame the fizzy drinks for obesity and diabetes.
·Description: Happiness has gone international with the Happiness Truck which is travelling around the world delivering smiles to people. In this recent video, Coca-Cola brings happiness to Rio De Janeiro.
Film director Sebastian Guttierez plans on making his latest film the first major motion picture to be distributed via the Internet. A Girl Walks Into A Bar is set to officially debut at South By Southwest this March and will be released online for free at the same time. Guttierez wants to prove that the web is a viable distribution platform for film.
Dr Pepper Snapple Group Inc. on Thursday reported slightly lower fourth-quarter net income but its adjusted results beat Wall Street expectations and its shares rose almost 6 percent.
The drink maker’s results were helped by higher volume and price increases that helped offset higher costs for packaging, ingredients and transportation.
Revenue rose 4 percent to $1.41 billion from $1.36 billion. Analysts expected $1.40 billion.
WSJ - Dr Pepper Revenue helped by Volume Sales, Pricing Read Article Here
Business Week - Dr Pepper Snapple Group Shares on 4Q Read Article Here
The average consumer is becoming more and more health conscious. The government has been pushing for labeling on the front of packaging to inform the consumer of what they are putting into their body. Research has found that 40% will now utilize these labels to make healthy choices, the other 60% are merely optimistic that they can potentially lead healthier lives while still indulging once and a while.
As trends for beverages move toward 100% organic, it makes sense that new product launches would emphasize this attribute in every aspect of their campaign. Three recent launches are currently running the ‘pure’ angle: A blue vitamin drink by Coca-Cola, Cappy-Cole Jabklo juice by Coca-Cola, and a black tea launched by Svay.
Google Art Projects is a new virtual experience that enables the user to tour through some of the finest museums in the world. Red Bull teamed up with this project and included a Red Bull Street Art link where viewers can circulate through street artists and get a complete overview of the art world.
Too much of anything is not good for you, especially when it is too much caffeine. Energy drinks are notoriously the outlaws of the beverage industry. Energy drinks are less regulated than average sodas and are, therefore, able to pass through health authorities easier. Moderation and knowledge about nutritional drink facts is very important, especially for children. Caffeine can improve attention, however, if not taken in moderation, it could result in high blood pressure.
Part of Diet Dr Pepper’s new “Unbelievably Satisfying” campaign involves a new interactive hunt for mystical characters seen on traditional media such as television, print, and radio. These characters are hidden throughout Yahoo! for a promotion that could win consumers a “Unbelievably Satisfying” dream vacation worth $10,00 dollars.
While placing ads online helps spread the word, it is the act of truly engaging the consumer that delivers that call to action. The Dr Pepper Snapple Group is confident about reaching their goal to raise awareness and increase profits through this fun and interactive campaign. Take a look!
A Canadian waste plant has recently developed the technology to transform discarded soda and beer into ethanol fuel. This would help operations by keeping tanks well-maintained and lower disposal costs with a higher production rate. Just a new way people are working to recycle everything!
The new ‘skinny’ can that Pepsi equates as fashionable and beautiful, is not being received as intended. Many are criticizing the brand for developing such a narrowly defined version of ‘beautiful’ which may offend many customers.
Pepsi believes that a soda can has the capability to personify an individual. Through their new ‘skinny can’, Pepsi hopes to allure confident women with a celebration of beautiful. While the old model can will remain, the new ‘skinny can’ is meant to display the current style of fashion.
Recent research is suggesting that those who actively drink Diet Soda could be at a higher risk of stroke. This research was presented at the International Stroke Conference in LA and correlates with the Northern Manhattan Study, done approximately 10 years ago, monitoring soda intake and its affects. However, the Northern Manhattan Study is not confident enough in their data to concretely determine cause and effect. Repeated studies are definitely necessary.
While fads come and go, trends seem to be the only viable link that marketers can rely on for the latest consumer behavior. However, even these “trends” are beginning to diminish as the internet makes mass culture a thing of the past.
The worldwide phenomenon, Twitter, is currently valued at approximately $10 billion dollars. Talks have been brewing by companies such as Facebook and Google who are interested in buying Twitter, however, there is a low amount of information being given from all parties. Twitter’s potential has not yet been realized, and if it decides to not allow a takeover, they could potentially rise to a $100 billion dollar net worth.
Everyone is looking for an effect from their drink. While the majority of drinks have been promising electrolytes, caffeine, and energy, there is now a new trend to take the opposite road. Makers say it is meant as a way to calm down the stress of life as things get more and more hectic. However, not many studies have been done regarding health issues from these drinks. Critics claim the drink is profiting by modeling their beverage off of a common street drug and could result as a potential gateway for children. The product is not marketed to children.
In an effort to help families be more health conscious, the American Beverage Association (ABA), passed an initiative to make calories more visible to the consumer. This national initiative has had full co-operation by beverage companies who have placed their caloric and nutritional facts on the front of cans, bottles and packs.
As the world moves to online media more and more, researching online social media has become a key factor in determining the quality of a campaign. PepsiCo has recently used online resources to improve their Refresh Project and enable more consumers to vote for the things that they were most passionate about. This in-depth research included, media analysis, interactive comments by consumers, YouTube videos, and even face-to-face interviews with 2010 award winners.
In 2009, the American Beverage Association decided to begin a coalition in an effort to stop the governmental control over increased taxes for sodas and snacks. These taxes are done under the democratic health care bill, even though it is not explicitly written in the bill itself. The superbowl ad in this article represents the growing uneasiness consumers are feeling toward the government attempting to control buying habits.
Coca-Cola made a $43 million dollar investment in Honest Tea to help the brand move forward and expand beyond its previously small market. Now with business growing, speculation is brewing regarding the possible acquisition of Honest Tea by their new friend, Coca-Cola. Ready-to-drink-teas have climbed through the recession, while Coca-Cola has been losing money on soda products.
·Name of Company/Competitor: Lipton Brisk Iced Tea
·Name of Campaign/Spot: Eminem has demands for his commercial
·Date Launched: 2/6/2011
·Description: Claymation puppet of rapper Eminem appears. He makes his demands for being in a commercial. Corporate executive appears and says no. Eminem throws him off a roof. Tagline: That's Brisk Baby!
·Description: Border tells the story of two soldiers from rival nations who are able to put aside their differences and, for the briefest of moments, see each other as individuals as they share an ice-cold bottle of Coke.
