This website requires certain cookies to work and uses other cookies to help you have the best experience. By visiting this website, certain cookies have already been set, which you may delete and block. By closing this message or continuing to use our site, you agree to the use of cookies. Visit our updated privacy and cookie policy to learn more.
This Website Uses Cookies
By closing this message or continuing to use our site, you agree to our cookie policy. Learn More
This website requires certain cookies to work and uses other cookies to help you have the best experience. By visiting this website, certain cookies have already been set, which you may delete and block. By closing this message or continuing to use our site, you agree to the use of cookies. Visit our updated privacy and cookie policy to learn more.
Beverage Industry logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Beverage Industry logo
  • Home
  • Magazine
    • Current Issue
    • Digital Edition
    • Archives
    • Annual Manual
    • Newsletter
    • Contract Packaging Guide
  • News
    • Top 100 Beverage Companies
    • 2019 State of the Industry
  • Category Focus
    • Carbonated Soft Drinks
    • Bottled Water
    • Juice & Juice Drinks
    • Sports Drinks
    • Tea and Coffee
    • Energy Drinks & Shots
    • Alternative Drinks
    • Beer
      • Beer Market Report
      • Craft Beer Report
    • Wine & Spirits
    • Cannabis Beverages
    • Plant-Based Beverages
  • R&D
    • Beverage R&D Features
    • Ingredient Spotlight
    • Beverage R&D News
  • Packaging
    • Packaging Material
    • Packaging Equipment
    • New Packages
    • The Packaging School
  • Operations
    • Plant Focus
    • Distribution
      • Fleet Graphics Award
    • Supplier News
  • New Products
    • New Products
    • Product Poll
    • New Product Submission Form
  • Directories
    • Annual Manual
    • Take a Tour
    • Contract Packaging Guide
  • More
    • White Papers
    • Market Insights
    • Market Research
    • Store
    • Custom Content & Marketing Services
    • Events
    • Polls
    • The Beverage Forum
    • BevOps Fleet Summit
  • Multimedia
    • Videos
    • Image Galleries
    • Podcast
    • Interactive Product Spotlights
    • Webinars
  • Contact
    • Advertise
    • Contact Us
Home » Beverage companies embrace digital billboard advertising
Sports DrinksBeerMarketingCommentary

Beverage companies embrace digital billboard advertising

Nielsen names Bai as 2016 Breakthrough Innovation winner

Barbara Harfmann, Between Drinks column
August 15, 2016
Barbara Harfmann
KEYWORDS advertising / Bai Brands / beverage marketing campaign
Reprints
No Comments

One of my favorite singers Billy Joel sings “A New York State of Mind,” and I was in that same frame of mind during a recent business trip to the Big Apple. I hadn’t been to Manhattan in almost 30 years and marveled at how different it looked. Not only was Times Square considerably cleaner, but what stood out, literally, were the towering digital billboards that flashed advertising, promos for upcoming TV shows, events and movies and more.

From the top of a double-decker bus, unconventional advertisements of several beverage brands also resonated. For example, a huge red-and-white Budweiser ad was plastered on the side of a building. With the five-ringed Olympic logo in place, the graphically interesting, sports- themed ad featured male and female athletes playing soccer, throwing a javelin, running and preparing to hit the water.

Another billboard featured the 5-calorie goodness of Bai, proclaiming its “High Fashion Flavor and Thrift Store Calories.” Bai also made news last month as it was the only beverage recognized by New York-based Nielsen as a 2016 U.S. Nielsen Breakthrough Innovation Award winner. In a statement, Nielsen said it reviewed nearly 3,500 consumer products that were introduced in the consumer packaged goods market in 2014, recognizing 18 that help to improve daily routines, it said. It also noted that it was the first time two start-up companies, one being Bai, were recognized.

Many other brands, like the sports drink beverage BODYARMOR, ramp up interest in their products using traditional marketing such as social media, field and event marketing or by simply having consumers try their products. These tactics seem to be working for BODYARMOR, which is experiencing triple-digit growth. For more information, see the cover story.

Regardless of the ways today’s beverage brands are marketing themselves, it’s likely that they will continue to use both conventional and high-tech ways to get noticed. 

Subscribe to Beverage Industry

Recent Articles by Barbara Harfmann

Beverage brands capitalize on magic of the holidays

Premium tea ingredients leading the way in beverage development

Infographic: Better-for-you natural products continue upward trajectory

Warehouse management and control systems optimize fulfillment strategies

Beverage industry furthers initiatives to protect the planet

Barbara-h200x200

Barbara Harfmann, managing editor of Beverage Industry, visits beverage companies for cover stories and facility tours, and writes and edits for the magazine’s print and online components. She also represents the magazine at trade shows and events. She earned a Bachelor of Science in Mass Communications and Public Relations from Illinois State University.

Related Articles

Beverage brands embrace digital marketing

Category management and merchandising embrace shopper data, technology

Beverage companies team up with Major League Baseball to showcase brands

Beverage brands embrace power of music in marketing campaigns

You must login or register in order to post a comment.

Report Abusive Comment

Subscribe For Free!
  • Print & Digital Edition Subscriptions
  • Beverage Industry Insider eNewsletter
  • Online Registration
  • Subscription Customer Service

More Videos

Popular Stories

2019 Beverage Innovations of the Year

2019 Beverage Innovations of the Year

Spritz Sparkling Tea

Premium tea ingredients leading the way in beverage development

Belfour Spirits

Readers name their favorite beverage of October

Infographic: Better-for-you natural products continue upward trajectory

Infographic: Better-for-you natural products continue upward trajectory

Smirnoff Cremsiffino

Smirnoff Ice launches Cremsiffino for holiday gift exchange

How To, Directory Videos

Events

January 1, 2030

Webinar Sponsorship Information

For webinar sponsorship information, visit www.bnpevents.com/webinars or email webinars@bnpmedia.com.

View All Submit An Event

Poll

Beverage Categories

What beverage category will see the most growth among private-label brands?
View Results Poll Archive

Products

Beverage Quality and Safety

Beverage Quality and Safety

Based on an IFT short course, Beverage Quality and Safety offers information on the latest beverage industry trends related to products, processing, and packaging technologies - including new generation nutraceutical beverages

See More Products
webinars and events

Beverage Industry Magazine

Beverage Industry - December, 2019

2019 December

The December year-end issue features a cover story on “Innovations of the Year” and check out the companies honored with “best packages of the year.” The issue also includes a special report on contract packaging, the growth of private-label products and why “Opportuni-Teas” continue to abound for tea ingredients. As usual, the latest trends in new products, packaging and ingredients are highlighted. Happy Holidays to all!

Check back throughout the month for additional content.

View More Create Account
  • More
    • Subscribe
    • Annual Manual
    • Connect with BI
    • Editorial Guidelines
    • eNews
    • Featured Products
    • Food & Beverage Brands
    • List Rental
    • New Products
    • New Product Submission Form
    • Polls
    • Reprints
    • Survey And Sample
    • Want More?
    • Privacy Policy
  • Exclusives
    • Beer Market Report
    • White Papers
    • Videos

Copyright ©2019. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing