Heineken USA, White Plains, N.Y., premiered a new television advertising campaign for its Heineken Light brand under the “Be a Man of the World” platform on July 1. The marketing effort features commercials centered around consumers and their “occasionally perfect” experiences.
Bacardi U.S.A., Coral Gables, Fla., brought back its “60 Second Cocktails” summer program that benefits the USO and its support of U.S. soldiers and their families. This year’s program combines simple and premium cocktail recipes with a program to donate prepaid international phone cards to deployed troops. The company has committed to donate 1 million minutes to the USO’s Operation Phone Home, which delivers prepaid international phone cards to deployed troops to help them contact their loved ones.
The Coca-Cola Co., Atlanta, awarded several chance-of-a-lifetime opportunities to race fans during the Coke Zero 400 Powered by Coca-Cola at the Daytona International Speedway in Florida. The Coke Zero Lap promotion awarded 17 experiential prizes, including a VIP visit to the rooftop of the speedway, tickets to the exclusive Daytona 500 Club and an honorary trip to visit Victory Lane following the race.
The Coca-Cola Co., Atlanta, is creating greater awareness for the Special Olympics World Summer Games Athens 2011 through an integrated marketing campaign. “We share the values of Special Olympics and the vision of acceptance, inclusion and optimism,” said Muhtar Kent, chairman and chief executive officer of The Coca-Cola Co., in a statement. “One of the best ways we can support Special Olympics is by communicating those positive messages to the millions of people that reach for a Coca-Cola every day.”
Store brands capped a decade of growth by posting sales increases across all three of the major retail channels in 2010, and pushing dollar share to new all-time highs in supermarkets, drug stores and total outlets, according to PLMA’s 2011 Private Label Yearbook. The PLMA Yearbook tracks private label sales and market share trends based on data from The Nielsen Co., Schaumburg, Ill.
Silk, a brand of Broomfield, Colo.-based WhiteWave Food Co., announced that all products in its beverage portfolio have been officially verified by the Non-GMO Project, a non-profit collaboration of manufacturers, retailers, distributors, farmers, seed companies and consumers dedicated to ensuring the sustained availability of non-genetically modified organism (GMO) food and beverage choices. Silk’s beverage portfolio includes Silk Soymilk, Silk Pure Coconut and Silk Pure Almond.
The May 2015 issue of Beverage Industry includes a cover story about custom messaging for baby boomers, as well as articles about NVE Pharmaceuticals, sports and protein drinks and more. Check it out today!