Marketing

Brands bring consumers into their world

Perrier creates District Perrier to show consumers its bolder side

Fruit beverages help nutrition goals

According to a study from the University of Washington Center for Public Health published in Nutrition Journal, including 100 percent fruit juice in one’s diet can make a difference. In the Jan. 5 study, study titled “Socioeconomic gradient in consumption of whole fruit and 100% fruit juice among U.S. children and adults,” it was determined that 75 percent of the population failed to consume the recommended 1.5 cups of fruit a day. The U.S. Department of Agriculture’s Dietary Guidelines suggest that the average person should consume 1.5 to 2 cups a day, depending upon age. Based on the collected data, the advice to replace 100 percent juice with whole fresh fruit could pose challenges for the economically disadvantaged and some minority groups. For people on limited food budgets, 100 percent fruit juice can offer a more affordable and nutrient-dense option that can help them meet recommended dietary goals, the study suggests.

No crying over spilled water

Kap Tap introduced its specially designed Kap, which can be used to turn any bottled water cap into a sports cap. The Kap fits over the bottled water’s cap and creates a hole that allows water to flow when the bottle is squeezed. The flow stops if the bottle is turned on its side, thus eliminating potential spills, the company says. The Kap also can be used to open the flip top on cans, it adds.

Growing water consumption

A majority of people believe bottled water is a healthier choice than soft drinks, according to a survey conducted by Harris Interactive of more than 2,000 U.S. adults aged 18 and older. The study was conducted on behalf of the International Bottled Water Association. According to a November 2014 report:

• 95% of Americans responded that bottled water was healthier than soft drinks.

• 96% believe Americans should be drinking more water.

• 92% think bottled water should always be a choice wherever other beverages are sold.

• 55% said bottled water was their preferred beverage.

• 91% said they consider calorie content when choosing water instead of other beverages.

• 86% replied they do buy bottled water from grocery stores (73 percent) or big-box retailers (42 percent).

Adding to the posse

As part of the brand’s efforts to delve further into the lifestyles of the hip-hop culture and rap game, Monster Energy inked an endorsement partnership with rap star Riff Raff. The energy drink brand is working with Riff Raff to further elevate his position in the genre following his success with his 2014 release of “Neon Icon.” Riff Raff said in a statement that the deal is a dream come true, noting that, when he goes to the gym, he has to have “that black and neon glow in the dark can” handy. Monster expects this endorsement partnership to be a strong fit for Riff Raff’s 2015 tour, in which energy and excitement are indicative of his shows, according to the brand.

Sharing the treats

Wine label Cupcake Vineyards announced its support of No Kid Hungry in an effort to connect children in America to the nutritious food they need every day. Through June, marketing collateral at participating restaurants will encourage patrons and employees to use their mobile devices to access cupcake.nokidhungry.org while at the restaurant. For every mobile visit to the site, Cupcake Vineyards will donate $1 to No Kid Hungry, up to the donation goal of $75,000. All participants must be of legal drinking age, and no purchase of wine is necessary.

Back to the motherland

Crabbie’s Alcoholic Ginger Beer is giving its fans a chance to visit the place where it all started: Edinburgh, Scotland. Through April 26, consumers of legal drinking age can visit crabbiesgingerbeer.com and answer a question about Crabbie’s heritage to be entered into a drawing. Weekly winners will receive a Crabbie’s elephant bottle opener, and the grand-prize winner will receive a three-night trip for two to Scotland. During the trip, the winners will stay at a boutique hotel situated on the world-famous Royal Mile and take tours of Edinburgh Castle, dungeons and Leith, the birthplace of Crabbie’s.

Take the digital field

To help U.S. soccer fans get into the action of the Union of European Football Associations (UEFA) Champions League (UCL) games, Heineken is giving fans of legal drinking age access to soccer legends through the Twitter handle @HeinekenSoccer and a special soccer page on its website, the brand says. As part of its #ChampionTheMatch UCL campaign, the brand launched the Twitter handle and began using the hashtag #ChampionTheMatch to give consumers real-time access and live commentary from former players and unexpected guests throughout the soccer season, the brand says. On the webpage heineken.com/soccer, Heineken will provide fans exclusive content, expert insights from UEFA legends, fan Q&As and more. The imported beer brand plans to continue this access throughout the U.S. soccer season as well.

Let’s take a tour

Perrier Sparkling Natural Mineral Water is showing its “bolder, quirkier” side through a new marketing campaign targeted at millennial consumers. District Perrier, which can be experienced in stores and online, is designed as an extraordinary party destination that takes cues from nightlife districts from around the world, the brand says. Perrier Madame leads fans on Tumblr through the part-fantasy, part-reality District Perrier with mixology videos featuring District Perrier-inspired cocktails, DJ playlists, style and destination guides for District Perrier and other cultural hot spots, and a serialized immersive audio narrative created in collaboration with playwright Pia Wilson. In stores, the brand is partnering with mobile marketing apps like Blippar and iBotta to allow consumers to experiment with the product and unlock savings.