Heineken USA and Gold Coast Beverage Distributors,
Miami, hosted the “Heineken with a Heart” benefit for local
Miami charity Neighbors 4 Neighbors in November. Neighbors 4 Neighbors
supports the seasonal needs of families by matching them with businesses,
organizations and individuals through its Adopt-A-Family 4 the Holidays
Program. The fundraiser also featured Jim Mandich and Larry Little from the
1972 undefeated Miami Dolphins and local personalities. Heineken
USA’s Safe Call program also was a part of the evening in which the
company provides complimentary cab rides to the event’s patrons to
ensure they travel home safely and responsibly.
Malibu’s island roots
Malibu rum introduced its newest marketing campaign
with the theme “Get Your Island On.” The campaign is inspired
by the Purchase, N.Y.-based Pernod Ricard brand’s Caribbean heritage
and urges consumers to bring the light-hearted spirit and energy of the
islands to their daily lives. Television ads debuted late last month on
Comedy Central, USA and Spike cable channels and additional radio and
out-of-home ads will expand the campaign in the spring. Malibu will also
promote its island nature in Canada, the United Kingdom, Ireland, the
Netherlands and additional European markets in 2008.
All-natural diet soda alternative Zevia partnered with
the Juvenile Diabetes Research Foundation Northwest for its year-long
fundraising event. Made by Seattle-based Zevia LLC, the beverage is a
carbonated stevia supplement that is calorie-free and does not affect blood
sugar levels. The drink is “in synch” with the Juvenile
Diabetes Foundation’s mission, according to Sarah Popelka, special
events director of JDRF Northwest.
Athlete roster addition
Last year’s NBA Rookie of the Year, Brandon Roy
of the Portland Trailblazers, has signed on with CytoSport, which makes
Muscle Milk, Cytomax and Mighty Milk. Roy joins the company’s
sponsored athlete roster alongside Adrian Peterson of the Minnesota Vikings
and Shaquille O’Neal of the Miami Heat. The basketball star will
appear in print advertisements for CytoSport’s Muscle Milk and
Made in Florida
Florida’s Natural, Lake Wales, Fla., introduced
a new marketing campaign to alert consumers that their brand is not made
with any imported orange juice. The campaign by the co-op of citrus growers
that produce Florida’s Natural features television advertisements
that question why other premium orange juice brands would use imported
juices when America produces such fresh fruit. Also included in the
campaign are viral videos from Grower Dave’s blog, located on the Web
site www.orangediaries.com , brainstorming the uses for imported oranges, which
include pencil holders, earmuffs and tetherball.
Cointreau announced Dita Von Teese will act as the
brand’s worldwide ambassador for the next two years. Von Teese, who
draws her inspiration from burlesque performers and film stars of the 1930s
and 1920s, embodies the brand’s “Be Cointreau-versial”
signature, it says. To introduce Von Teese, Cointreau hosted an
invitation-only event in New York City in November where she debuted
a signature, Cointreau-branded performance with a one-of a kind costume.
Coffee of roses
Pasadena, Calif.-based Caffe D’Amore was
selected as the Official Coffee of the Pasadena Tournament of Roses. The
title, which is the second time a coffee brand has been named, will last
for the next three years. Caffe D’Amore’s line of Bellagio
coffee will be featured at every Tournament of Roses event at which coffee
is served. The 2008 Tournament of Roses Parade features the theme
“Passport to the World’s Celebrations” and was presided
over by Grand Marshal Chef Emeril Lagasse.
Campari unveiled its 2008
Campari Tales Calendar featuring actress Eva Mendes. The ninth edition of
the calendar was photographed by Marino Parisotto. The calendar features 12
fairytales starring Mendes, including characters such as Little Red Riding
Hood and Cinderella. A limited-edition 9,999 copies of the Campari Tales
Calendar will be printed and distributed internationally. Visit the Web
site, www.camparitales.com , for more information.
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.