Marketing: Beverage companies set records, share heritage and promote sustainability
Companies launch 3-D commercials, astrological billboards and more to promote their products.
For honest entrepreneurs
Honest Tea Co-Founders Seth Goldman and Barry Nalebuff are taking the “Show, don’t tell” rule of writing to the next level with their upcoming graphic novel, “Mission in a Bottle.” Releasing Sept. 3, the book offers insights and advice to entrepreneurs, would-be entrepreneurs and Honest Tea drinkers about the challenges and hurdles of creating a successful business, as well as the importance of passion, perseverance and creative problem-solving. Illustrated by Sungyoon Choi, “Mission in a Bottle” shows the evolution of Honest Tea as a company, the hardships it faced, and the obstacles that arose as Goldman and Nalebuff remained dedicated to their mission.
A slice of the moon
Crown Imports LLC, a division of Constellation Brands, expanded its Corona Extra brand into space via an interactive billboard in New York City called “Luna Corona” that used astronomy to turn the wedge shape of a “waxing moon” into the iconic lime of a Corona. During a window of approximately two hours on select nights this summer from scientifically identified viewing areas at a New York City intersection, the lime-slice-shaped moon seemed to rest inside the top of the billboard’s Corona bottle.
Boomers staying active
Millions of baby boomers in the United States are determined to stay active as they get older and are looking for new products including beverages to help them do so, according to consumer research by Fonterra Nutrition, carried out by TNS. Known as “healthy agers,” this group is made up of 57.2 million Americans who are ready to make changes to their diets and lifestyles in the interest of remaining healthy and active. By 2020, this group will account for 33 percent of the overall U.S. population, Fonterra reports.
The top five health concerns among these consumers are weight management, cardiovascular health, joint health, digestive health and energy, according to Fonterra’s study. Baby boomers who have experienced a change in their health within the last five years are seeking functional foods and beverages to help improve their health, it states.
“The U.S. market has the highest proportion of active agers in the world, and they’re awaiting markets for products that will help them stay that way,” said Carrie Schroeder, key account manager of nutrition for Fonterra USA, in a statement.
Acting on impulse
Tampico Beverages is encouraging its multi-ethnic young adult consumers to “Act on Impulse” for a chance to win prizes. As part of the brand’s social media campaign, fans can visit the brand’s Facebook page to participate in various contests like the “Name that Dude” funny meme contest or the “Best Composition of a Song” contest for songs with Tampico product-related lyrics. They also can share their own videos or photos of spontaneous acts to win fun prizes like zip lines and megaphones for their best Tarzan yells, the company says. Prizes are awarded randomly or via voting challenges that engage the community to participate.
A new dimension
Hold onto your 3-D glasses! Coke Zero took advantage of stereoscopic and visual technology to launch its “Liquid Dream” theatrical ad in 3-D. With the help of Legend3D Inc., which also converted the summer 2013 movie “Man of Steel” into 3-D, The Coca-Cola Co. and Ogilvy & Mather Paris converted the originally 2-D ad into 15- and 30-second on-screen adventures through a stream of Coke Zero, gliding in and out of liquid and light and interacting with golden light beams against a glowing, star-filled galaxy, the companies say.
Sprizzi Drink Co Inc. launched a same-named at-home beverage machine for single-serve portions. The size of a standard at-home coffee machine, the Sprizzi Drink Machine automatically mixes flavor-infused bullets with water to create a 16-ounce carbonated or non-carbonated beverage, the company says. The machine also uses thermal cooling technology to deliver a 40-degree soft drink, energy drink, protein drink or vitamin-enhanced beverage at the touch of a button, it says. In addition, it offers a sustainable alternative through its use of tap water and 100-percent recyclable flavor bullets, it adds.
Miller Lite and the Ford Motor Co. are rewarding designated drivers for helping with responsible consumption with a set of new wheels. Through Nov. 17, consumers who take a pledge to be a designated driver at millerliteresponsibility.com will be offered the opportunity to enter to win a 2013 Ford Fusion SE. The prize will be delivered personally by reigning Sprint Cup champion Brad Keselowski, who drives the Miller Lite No. 2 Blue Deuce Ford Fusion. The winner will be announced at the end of the Nascar Chase for the Sprint Cup, and the car will be given away in early December, the companies say.
Ready for a close-up
Sparkling Ice made its TV premiere this summer with a 30-second spot dubbed “Dive In.” Bringing out the brand’s playful side, the animated ad showcases its ice cube logo dancing wildly inside a bottle of Sparkling Ice, reflecting the idea of taste buds reacting to its flavor, the company says. The spot also highlights Sparkling Ice’s array of flavors and touts its tagline, “Bold Flavor. Zero Calories. Perfectly Possible.” In addition, the brand is running supporting billboards in 16 major U.S. markets through the end of this month and launched a new website with updated graphics, a new product finder, enhanced social media connectivity and more, it says.