New Sun Nutrition joined forces with the Lance
Armstrong Foundation (LAF) to help raise funds to support the LAF’s
programs by providing 10 cents for every case of its FRS healthy energy
drink in cans. FRS product packaging will feature the Livestrong logo, and
FRS print advertising, Web site and other marketing materials will include
the Livestrong yellow wristband to help raise awareness of the LAF and its
fight against cancer.
Modeled after the building that graces its label,
Stolichnaya opened the Stoli Hotel in Los Angeles early last month. The
10,000-square-foot hotel, inspired by the Hotel Moskva in Moscow, is said
to incorporate Stolichnaya’s heritage as well as qualities of modern
metropolitan hotels. Additional Stoli Hotels may be planned for New York
City, Chicago and Miami, according to the brand’s parent company
Pernod Ricard. For a peek at its interior as well as a calendar of events,
Jones Soda Co. is providing more vitamins than those
included in its new 24C vitamin-enhanced water — the company is
supporting the Vitamin Angels charity. Throughout the year, the company
will provide support for Operation 20/20, which is an effort to eradicate
childhood blindness due to vitamin A deficiency. The deficiency affects
between 100 million and 140 million children annually, and of those, as
many as 500,000 will go blind. Jones Soda is donating time and financial
resources to provide vitamin A supplements to 1 million children in
developing and impoverished countries. Funds will be raised through
contributions from 24C, the myjones.com Web site, an under-the-cap program
and viral marketing campaign.
Miller Lite launched its first Hispanic Web site as
part of its overall sponsorship of the 2007 CONCACAF Gold Cup tournament.
Millerlitelatino.com will be the brand’s online hub and will house
all future Miller Lite Hispanic promotions, interactive content, product
information and advertising. Miller Lite also has developed an online game,
Mission: Fútbol, in which legal-drinking-age consumers select the
country they want to represent and create their own avatar. Their avatar
will start outside a stadium where a Gold Cup match is about to begin, with
the objective of getting from outside the stadium to their seat as fast as
possible while trying to achieve the highest score. From May through July,
the brand will provide content and have an advertising presence on the
Yahoo! Telemundo Juegos and Yahoo! Games sites, as well as on Yahoo!
Telemundo’s Copa de Oro mini-site.
Ardea Beverage Co., Minneapolis, maker of Airforce Nutrisoda, announced
that tri-athlete and Ironman competitor Jay Hewitt will be its national
spokesman for diabetes awareness. Ardea has made diabetes awareness a
significant part of its marketing program, and Hewitt, who has been living
with Type 1 diabetes since 1991, was motivated to begin racing because of
the disease. Hewitt has posted health and wellness tips on the Airforce
Nutrisoda Web site, nutrisoda.com, which are viewable by going to the
health and wellness link and clicking on diabetes.
Pernod Ricard USA,
Purchase, N.Y., hopes to introduce a long-standing British tradition
— the “sharp’ner,” which is London slang for a
quick and social drink at the start of the evening — into the
American lexicon. In order to make “sharp’ner” part of
the U.S. language, Beefeater Gin has launched a nationwide campaign to
lobby dictionaries to officially adopt the word. Beefeater Gin hopes to
ensure the use of the word through repeated mentions in a broad range of
outlets over an extended period of time. Consumers can add their names to
an online petition at houseofbeefeater.com.
Beam Global Spirits &
Wine, Deerfield, Ill., partnered its Canadian Club brand with XM Satellite
radio and launched the “Party with Canadian Club and XM”
sweepstakes. One lucky race fan will win $10,000 to host a party with as
many as 100 of their closest friends, as well as Canadian Club IndyCar
driver Dario Franchitti and his teammates Danica Patrick, Tony Kanaan and
Bryan Herta. In addition, XM will provide an XM DJ to handle the music.
The Jacob Leinenkugel Brewing Co., Chippewa Fall, Wis.,
teamed with Jennie-O Turkey Store, to serve up a fully cooked,
heat-and-serve turkey bratwurst seasoned with Leinenkugel’s Sunset
Wheat. The grilling favorite has been infused with Leinenkugel’s
Belgian wit style beer that features a citrus character and coriander, a
complementary flavor also found in bratwurst. The Leinenkugel’s
Jennie-O Turkey Store Turkey Beer Bratwurst will be available nationwide,
but is targeted toward the Upper Midwest — the nation’s largest
market for bratwursts and Leinenkugel’s beer.
Glacéau, Whitestone, N.Y., announced Smartwater
has partnered with Jennifer Aniston, who will be the official face of the
brand in upcoming ad campaign shot by Mario Testino. This marks
Aniston’s first U.S. brand association. As part of the partnership
with Smartwater, Aniston co-created a limited-edition Smartwater label,
which will be available in stores nationwide in July. Aniston’s
advertising campaign for Smartwater will be seen on billboards and print
publications this summer.
I want to hear from you. Tell me how we can improve.
The May 2020 edition dives into where beverages fit in the future of cannabis. Readers also can find out how beverage market and retailers are adjusting to handle coronavirus. Additionally, this issue highlights the latest trends impacting protein and sports drinks, fiber and probiotics, packaging design and much more!