Beverage News

Coke Zero partners with football player for charity

In collaboration with the 2012 football season, Atlanta-based The Coca-Cola Co.’s Coke Zero brand partnered with former Pittsburgh football player Jerome Bettis, also known as “The Bus,” to support the annual Jerome Bettis Asthma and Sports Camp. To kick off the partnership, Coke Zero pledged $5,000 for the camp via “The Bus Stops Here” Foundation and the American Respiratory Alliance of Western Pennsylvania.

The free camp was designed for children from western Pennsylvania who are diagnosed with asthma to learn about their condition and how they can be physically active in a safe environment. Activities include educational sessions with asthma experts from Children’s Hospital of Pittsburgh as well as sports activities led by Bettis and other volunteer athletes from the area.

From mid-August through September, fans across Pittsburgh will have the opportunity to redeem My Coke Rewards points for a chance to win Coke Zero prizes, personalized Jerome Bettis prizes, or a VIP party with Bettis at his Grille 36 restaurant in Pittsburgh.

“We are always looking for innovative ways to inspire happiness and provide refreshment for Pittsburgh fans as they cheer their team to victory,” said Jim Dinderman, vice president of sales for the Pittsburgh Market Unit, in a statement. “Through our collaboration with Jerome Bettis, we look forward to adding fun and exciting ways for fans to celebrate their love of the game.”

Bettis added: “I am excited to partner with Coke Zero on this fantastic opportunity to meet fans and enjoy an ice cold Coke Zero together. Pittsburgh fans deserve the best, and this season we will give them the chance to ‘Enjoy Every Moment.’”

The year-long partnership will include Coke Zero-sponsored events and personal appearances by Bettis in the greater Pittsburgh community.

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How beer brands are using social media to connect with consumers

Social media has become a buzzword for not just American consumers but also the business environment. Companies are turning to various social media channels to create brand awareness or possibly boost retail sales. Beer brands also are turning to social media to make their stories heard. Brand Chorus, a division of New York-based TippingGardner, conducted a Beer StoryScore Index for Beverage Industry. StoryScore is a quantitative measure of a brand’s storytelling through social management based on creativity, strategy and personality.

Click here to view infographic in PDF format.

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