Diet Coke joined with the National Heart, Lung and
Blood Institute of the National Institutes of Health to raise awareness
about women’s risk of heart disease. Diet Coke will be part of the
institute’s The Heart Truth campaign as well as the Red Dress
Program. The soft drink brand is the sponsor of The Heart Truth’s Red
Dress Collection fashion show during Fashion Week 2008. The fashion show
features one-of-a-kind dresses made by top fashion designers and worn by
celebrities. Additional programs and new Diet Coke packaging featuring The
Heart Truth and Red Dress Program logos and messages will be introduced as
part of the partnership.
Water encourages play
Nestlé Waters North America introduced its Go
Play! program designed for schools with kindergarten through 8th grade.
Participating schools collect labels from Nestlé Pure Life bottles
that are redeemed for Go Play! points. The points allow schools the
opportunity to secure sports equipment and transportation cost-assistance
toward education field trips. Accredited schools in the United States can
register for the Go Play! program online.
Miller Lite gas giveaway
Miller Brewing Co. targeted Texas convenience stores
with its Gas Sweepstakes. Through the beginning of this month, consumers
could obtain an entry card at participating convenience stores and
retailers throughout Texas for the chance to win $100,000 in free gasoline
and pre-paid gift cards worth $100. Consumers log the card’s code on
the Web site MillerLiteTexasGasSweeps.com where they could play an
interactive game. In the game, the player must find six full Miller Lite
bottles in a virtual pile of empty bottles and fill a six-pack carton in a
limited amount of time. At the end of the game, the player was notified if
they had won any of the prizes.
Bawls goes for BMX
Bawls Guarana, Miami, signed a multi-year deal with
VSI Products to form the Intense BMX/Bawls Guarana Factory Pro Team. For
the 2008-2009 season Danny Caluag, American Bicycle League’s No. 1 AA
Pro and No. 1 Pro Cruiser racer, will hit the track in Bawls/Intense BMX
gear. The league’s rookie of the year, Dave Herman, also is part of
the team representing the brands at nationwide and international events.
The companies will expand their partnership for an in-store display and
giveaway of a Bawls-branded Intense Bike at retailers and events.
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
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.
Malibu’s island roots
Malibu rum introduced its newest marketing campaign
with the theme “Get Your Island On.” The campaign from
Purchase, N.Y.-based Pernod Ricard is inspired by 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.
Juice-maker Tropicana announced a three-year
partnership with Habitat for Humanity to help build homes along the Gulf
Coast and other locations around the country. In addition to a pledged $1
million in funds, the division of PepsiCo will donate nearly 3,500 gallons
of juice, fund the construction of eight homes and send approximately 1,000
volunteers to help build additional homes throughout Gulf communities. The
program fits with PepsiCo’s corporate social responsibility
commitment known as Performance with a Purpose. The overall business
strategy focuses on achieving better business performances while advancing
three aspects of sustainability: environmental, products and people.
Fashion forward sponsorship
This month’s Mercedes-Benz Fashion Week in New
York City featured Evian Natural Spring Water as the official bottled water
and sponsor. The company used Fashion Week as an opportunity to highlight
the limited edition Evian bottle designed by French fashion designer
Christian Lacroix. The bottle has been available at high-end restaurants,
hotels and nightclubs and was featured in the tents located in New York
City’s Bryant Park during the fashion shows.
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.