Beverage marketing campaigns driven by national sports, manufacturers offer innovative consumer beverage products
PepsiCo, Heineken, Blue Diamond, The Coca-Cola Co. back sports programs
In a pickle?
One of the first sports drink manufacturers to utilize pickle brine, the Pickle Juice Co. recently added 100 percent Natural Pickle Juice Sport to its lineup. Available in 8- and 16-ounce bottles, the beverage contains 10 times more electrolytes than the average sports drink, the company says. The natural sports drink joins an established line of products that includes the original Pickle Juice Sport, Extra Strength Pickle Juice Shot, and Pickle Juice Chaser, it adds. Available online and at select retailers, the pickle juice drink specifically was developed to help prevent dehydration and muscle cramping caused by heat and muscle exertion, the company says.
Good morning brew!
A parody of the children’s book “Goodnight Moon,” Bailiwick Press published “Good Morning Brew: A Parody for Coffee People,” a full-color, picture book for grown-ups. The book also contains bonus coffee infographics. Like its predecessor, “Goodnight Brew: A Parody for Beer People,” “Good Morning Brew” was written by Karla “Dale E. Grind” Oceanak and illustrated by Allie Ogg.
Best of both worlds
Beverage enthusiasts now can drink wine and coffee from the same glass. BigMouth Inc. offers a unique product for consumers who are fans of both wine and coffee. Consumers can drink coffee from the Before 5 coffee mug and flip it over to use the After 5 wine glass. With prices ranging from $10 to $30, Big Mouth Inc. products are available nationwide at retailers including Wal-Mart, Target, Spencer’s and online at Amazon.com.
An easy way to pay
To give customers a new way to run on Dunkin’ any time of day, Dunkin’ Donuts made Apple Pay available as an additional way for consumers to reload their cards via the Dunkin’ Mobile App. With Apple Pay, consumers can use their iPhone 6s, iPhone 6s Plus, iPhone 6 or iPhone 6 Plus to purchase, gift or reload virtual Dunkin’ Donuts Cards through the Dunkin’ Mobile App. The app enables guests to pay for food, beverages and merchandise at participating U.S. Dunkin’ Donuts restaurants by scanning their DD Cards stored in the app either in-store or at the drive-thru.
Golden halftime show
PepsiCo and the NFL hosted Coldplay, winners of seven Grammy Awards, on Feb. 7 at the Pepsi Super Bowl 50 Halftime Show on CBS. For the first-time ever, Pepsi gave fans behind-the-scenes access to how the show came together at Pepsi.com. “Pepsi Presents: The Super Bowl Halftime Show Show,” a digital mini-series, offered fans an exclusive, all-access view of what it takes to create the event. Super Bowl 50 marked Pepsi’s fourth year as title sponsor of the Super Bowl Halftime Show and 14th year as an NFL partner.
Making the match
Beginning March 1, Heineken Premium Lager is pairing up with UEFA Champions League (UCL) and MLS for Heineken’s Soccer is Here, a fully integrated, 360-degree program in retail and on-premise outlets. The program includes national TV spots, digital partnerships, social support, account activation and a consumer sweepstakes. To drive awareness, Heineken is activating strategic digital ad placements with mobile, tablet, desktop and place-based media and also is partnering with on-demand beer delivery service, Drizly, to reach consumers.
Dancing for a cause
It’s time to shine up those dancing shoes because Coca-Cola’s Share the Movimiento dance program is back in South Florida. The second annual event invites teens to dance their way toward the $5,000 first prize that makes a difference in their community. From Jan. 12 to Feb. 16, teens ages 14 through 19 years old were encouraged to assemble a “dance crew” and submit a video of their routine, featuring the signature dance move and program’s official theme song, “Take Me Away,” by Robby Cam. Of the video entries submitted, five semifinalists will make the cut and the public will vote on their favorites at sharethemovimiento.com. The Top 3 fan-favorite dance crews will perform live on the Coca-Cola stage during Miami’s Calle Ocho Festival on March 13.
Go Team USA!
USA Volleyball and Blue Diamond Almond Breeze have partnered for the 2016 Summer Olympic Games, which will take place in Rio de Janeiro, Brazil. Blue Diamond will provide Almond Breeze to team members, coaches, trainers, chefs and nutritionists, the company says. The brand also will have a presence at select USA Volleyball events including the USA Junior Beach Tour and Tour Championships, 2016 USA Volleyball Girls’ Junior National Championships, 2016 USA Volleyball Boys’ Junior National Championships and the USA Volleyball Open National Championships. “We are thrilled to partner with and support Team USA Volleyball as they prepare for gold in the 2016 Rio Summer Olympic games,” said Suzanne Hagener, group marketing manager at Blue Diamond Growers, in a statement. “Blue Diamond Growers has been a longtime supporter and partner of various U.S. teams. The USA Volleyball Teams are tireless in their efforts to train and perform, and Almond Breeze could not be more proud to support and fuel these athletes with our variety of almond milk.”