Beverage brands celebrate current events
Heineken announced its new MLS slogan, FIJI Water brand ambassador becomes viral sensation and SAMBAZON launched its tropical immunity smoothie line.
We are Soccer
Heineken announced it has strengthened its longstanding support of soccer by maintaining its partnership with the UEFA Champions League (UCL) and MLS, to ensure that soccer fans stay engaged and refreshed throughout the 2019 season. Beginning March 1, Heineken’s fully integrated, 360-degree retail and on-premise We Are Soccer. We Are Heineken. program, will encourage legal-drinking-age fans to choose Heineken for all their soccer viewing occasions and game-day celebrations. The program will tap into various digital platforms, including Twitter and Facebook activations to drive consumers to the Heineken Soccer website for game-day content and prizes.
Cross-merchandising partnerships with Pringles and Cheez-It, compelling offers on Heineken products and game-day snack essentials will lead to more basket rings, the company says.
Superfruit in a super pack
With a mission to bring organic superfruit nutrition to the United States, SAMBAZON debuted its Tropical Immunity Superfruit Packs. With the immune-boosting properties of acerola as the main ingredient, the superfruit pack is an exotic blend of organic acerola, pineapple and banana that can be blended into a smoothie, the company says. One serving of the Tropical Immunity Superfruit Packs contains 10 times the vitamin C of an orange, is 40 calories and has no added sugar, it adds. “We are thrilled to introduce the Tropical Immunity Superfruit Packs, which is the beginning of a new line of innovative products full of nutrient dense ingredients and health benefits,” said Ryan Black, co-founder and chief executive officer of SAMBAZON, in a statement. “… Our Tropical Immunity Superfruit Packs are a great way to quickly fuel up for the day ahead while naturally fighting off illness.”
A viral sensation
At the Golden Globes, a FIJI Water brand ambassador hydrating guests on the red carpet became a viral sensation after appearing in the background of a number of celebrity photos. In just three days, news of the FIJI Water Girl garnered more than 1.6 billion impressions, including appearances on “The Late Late Show with James Corden,” “Good Morning America” and in People. To capitalize on the hashtag #FIJIWaterGirl movement, the premium water company installed life-size standees at retailers nationwide. “For more than a decade, FIJI Water has shared the red carpet with some of Hollywood’s biggest stars,” said Clarence Chia, vice president of marketing and e-commerce for FIJI Water, in a statement. “Now FIJI Water is sharing the red carpet experience in store with retailers and consumers nationwide.”