Beverage companies, big and small, are using every
opportunity to be heard
It’s not unusual to
think of niche marketing in terms of small companies trying to make the
most of limited advertising budgets. But this year, even the top companies
in the industry are searching out small ways to make a big impact.
Pepsi-Cola Co., Purchase, N.Y., developed the new
“Oneify” campaign for its relaunch of Pepsi One, which has been
reformulated with Splenda. While the marketing effort contains a small
amount of television advertising, its main components are print and outdoor
“This is a bit different than a typical Pepsi
campaign in that we’re not leading off the product introduction with
a large TV campaign,” says company spokesman Dave DeCecco. Target
consumers for Pepsi One, he says, include twentysomething males who can be
leery of the word diet and traditional diet messages.
“Our goal was to come up with a campaign that
plays into their interests and is a little different than you’d
typically see out of a diet soft drink, and that’s this Oneify
campaign,” DeCecco continues. “It pulls together trends in the
youth market that might seem contradictory such as the fact that they want
to be seen as individuals but they also identify collectively with their
peers. You’ve got this combination of unification and coming together
that also celebrates individualism as well.”
The company chose outdoor and print venues for its
messages because it says that’s where younger consumers are spending
the majority of their time. “They’re not necessarily watching
as much TV as in the past,” DeCecco says. “We found that it can
be pretty effective to aggressively put out an out-of-home campaign on
billboards and bus stops and things like that as well as in magazines that
younger consumers read. It’s probably one of the largest print and
outdoor campaigns in our history.”
The campaign is complemented by an Internet effort at
oneify.com, which features unique characters that are part of the campaign.
About half of the advertising focuses on the product’s reformulation
with Spenda as the sweetener. But an equal half doesn’t mention it at
all, and DeCecco says that’s on par with the brand’s target.
“Half the campaign is about the characters and
Oneify and a very subtle message, and the other half calls out the
ingredient with Splenda,” he explains. “That’s more for
the consumer who does pay attention to sweeteners, isn’t quite as
concerned with the word diet, a more traditional consumer, perhaps an older
The Coca-Cola Co., too, took a rather unique approach
to its diet launch this summer. This month’s rollout of Coca-Cola
Zero included a pre-launch promotion on eBay that allowed eager consumers
to bid on a special Coca-Cola Zero sample pack. The sample pack featured
six bottles of Coca-Cola Zero and limited-edition branded premiums such as
a cooler and a t-shirt.
Like Pepsi, Coca-Cola is attempting to capture a
younger audience of diet drinkers – one that is not necessarily
interested in the word “diet.”
“Young people today do not want to compromise on
flavor or calories and we think Coca-Cola Zero’s taste and
personality will appeal to them,” said Dan Dillon, vice president,
diet portfolio at Coca-Cola North America, in a statement about the launch.
The Coca-Cola Zero rollout will feature the
traditional line-up of advertising elements, including television, radio,
print, sampling and out-of-home advertising under the tagline
“Everybody Chill.” But the online debut is something unique for
the company and was intended to create buzz around the product. It marks
the first time the company has offered a new product on eBay prior to
launching it nationally, and hit the Internet in April, several months in
advance of the launch.
“Coca-Cola Zero’s personality will be
different than any of our other brands, and our marketing will reflect that
with some fresh ideas we haven’t tried before,” says Christine
Holland, director of marketing, Coca-Cola Zero.
The company says it received 58 bids for the sample
pack, with the final bid fetching $2,750. All proceeds from the auction are
to be donated to the American Red Cross, with a matching donation from
Harold Leggett of Louisville, Ky., was the top bidder
for the sample pack, and says, “I
purchased the item because I am a collector of limited-edition items,
supporter of American Red Cross and because The Coca-Cola Co. was matching this donation.” BI
Sidel continues to manufacture Aidlin Cap Feeders in
Sidel announces a shift in the manufacturing of their
highly successful Aidlin Cap Feeders to a new location in Bradenton, FL. Originally planned
to move to Reischstett, France, Sidel has decided to continue to
manufacture Aidlin cap feeders in Florida. Retaining experienced
sales, engineering and service
personnel, assures all assets of the business have
maintained and the customer will find no interruption
Additionally, all spare parts
will be moved to their central distribution center in
Norcross, GA for better service. With an install base of
approximately active 800 cap feeding
systems, Sidel's Aidlin Cap Feeder sales have averaged
growth of ten to fifteen percent over the last ten years.
There have been several new technological developments
making Aidlin Cap Feeders even more versatile. The Cap Feeder Premiere: designed for
a slow speed application for flat caps with speeds up to 550 cpm.
This machine features all stainless steel construction, 20 cubic foot
hopper, patented speed bump, high level sensor, 110 electrical operation,
and DC motor with a variable
speed drive. The Cap Feeder Premiere requires
minimum maintenance and no compressed air for a cost of under $20,000.00.
Backwards Cap Reject Device
Developed to automatically reject a backwards cap to
eliminate or minimize down time due to mis-oriented
caps feeding into the capper. It has an all stainless steelconstruction and can beintegrated with a new orexisting line.
Cap Hopper Warmer
You can now warm and control the temperature within
our cap hopper. This device allows us
to warms closures that are not stored in a control
environment. The temperature can be controlled
and adjusted via a thermostat on themachine. This device can be adapted to any of
our existing machines in the field.
Benefits of the Aidlin Cap Feeder System:
• Provides three in one solution: combines the functions of
bulk hopper, elevator and orientor into one machine
• Orients closures from 15mm to 130mm
• Speeds up to 3,000 cpm
• Large capacity hopper reduces materials handling and labor
requirements for feeder replenishment
• Gentle handling: suitable for fragile or thin-walled
• Ergonomic: cap
replenishment at safe floor level
• Low maintenance
• Stainless-steel wash-down construction
• Suitable for remote placement from capper
• Requires less floor space
• Quick size changeover
• Improved machine availability as compared to traditional
• Modular design, easy to convert or retrofit
• 20 years of experience within the Cap Feeder Engineering
For more information about Aidlin Cap Feeders please contact Roy Hoke, North America Account Manager at 1-941-704-5957.
Beverage Industry’s November issue highlights the 100-year advocacy of the American Beverage Association and what’s next for CEO Katherine Lugar and a new plastics initiative, Every Bottle Back. This issue includes a special report on craft beer, an Up Close With feature on PRESS hard cider and what is sparking innovation in natural colors. Read more about how protein is powering up beverages and how warehouses are using WMS and WCS systems to streamline operations. As usual, the latest trends in new products, packaging and ingredients are highlighted.
Check back throughout the month for additional content.