Miller High Life released a one-second television ad during Super Bowl XLIII in February. The short ad featured the brand’s deliveryman and aimed to reinforce Miller High Life’s commitment to brewing a good beer, the company says. Kevin Oglesby, the company’s senior brand manager, said Miller High Life is about great value, so it would not make sense for the brand to pay $3 million for a 30-second ad. The one-second ad aired nationally with local market NBC affiliates. The company also launched 1secondad.com, which features several of the one-second ads that did not make the cut, as well as a 30-second teaser that aired at the end of January.
Coke Zero gets mean
The Coca-Cola Co. debuted new television ads featuring Pittsburgh Steeler Troy Polamalu starring as “Mean Troy.” The new Coke Zero ad put a twist on the iconic Coca-Cola “Mean Joe Greene” commercial, the company says. The commercial started out the same with Polamalu limping down to the locker room, followed closely by a young fan who offered him a Coke Zero. The action then switches to reinforce the possibility of having a “Real Coke Taste and Zero Calories.” The commercial also debuted in a 60-second version in movie theaters across the country.
Nestle, Greene promote healthy lifestyle
Nestle Waters North America signed a two-year agreement with Bob Greene, best-selling author and creator of the Best Life program, to promote Nestle Pure Life bottled water. Green will serve as the spokesperson for Nestle Pure Life, and will appear in print and broadcast advertising as well as online on behalf of the brand’s efforts to encourage families to take small steps in living healthier lifestyles, the company says. As part of the multi-year partnership, Nestle Pure Life will receive the Best Life Seal of Approval, which is designed by Greene.
Tea supports culinary heritage
Mighty Leaf Tea announced a partnership with the James Beard Foundation, a non-profit organization intended to celebrate America’s culinary heritage. The tea company will serve as the official tea provider for the Foundation and the James Beard House in New York. The company also will offer each visiting chef at the James Beard House a variety of teas to work with when designing their menus and recipes. Mighty Leaf Tea’s monetary and product donations benefit the James Beard Foundation.
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Beverage Industry’s February issue details the steps that beverage-makers are taking to foster a more sustainable future for beverage packaging. Also in this issue, the eMagazine highlights the distribution changes impacting the U.S. wine as well as what is driving the demand for probiotic beverages. Additional articles detail the ingredients supporting cognitive and energy beverage formulations, and the emerging domestic and exotic fruit flavors of tomorrow.