Posted by Dale Buss on July 9, 2012 12:01 PM
While many global marketers are aiming Olympics-related campaigns at young consumers, the real core of TV watchers of London's Summer Olympics are expected to be older Gen X-ers and boomers. Those generations also struggle more than younger ones with obesity and other health issues.
All of that may be why Coca-Cola is using its Olympics sponsorship to do more than promote its new global "Move to the Beat" campaign, which is aimed at teens. Another new initiative by Coke is highlighting active lifestyles by centering on an "eight-pack" of athletes even though the first one revealed — Shawn Johnson — won't be competing in London following her recent surprise retirement from the sport.
In a challenging time in America for soft drink brands, led by New York City's proposed ban on large soft drinks, Coke is hoisting a healthy living banner into the London 2012 Olympics with a campaign which claims that — despite being dismissed as overcaloric sugar water by many health critics — the brand actually has an association with healthy lifestyles.Continue reading...
Posted by Shirley Brady on July 2, 2012 06:55 PM
Coca-Cola US today released it latest London 2012 Olympics Commercial: "Support Our Athletes." As part of the campaign, Coke is featuring an "eight-pack" of American athletes — Shawn Johnson, Henry Cejudo, Alex Morgan, John Isner, David Boudia, David Oliver, Marlen Esparaza, and Jessica Long — in a My Coke Rewards Olympics contest.
Johnson, who retired from gymnastics on June 3rd, was featured in her own Coke spotlight video (see below) two weeks ago and will be covering the Summer Games as a "correspondent" for another of her sponsors, P&G, which last week announced a grant of $75,000 for youth sports development in U.S. gymnastics .Continue reading...
brand vs. brand
Posted by Mark J. Miller on May 18, 2012 01:01 PM
Pepsi Canada took a big risk back in 1976 when it challenged consumers to a blind taste test, hoping that they’d not only top rival Coke but also that some of those folks who generally purchased Coca-Cola would surprise themselves and choose Pepsi.
Well, it worked then and the company hopes that it will keep on working this summer. PepsiCo Beverages Canada has announced that it is touring the nation this summer to administer the test to 1.5 million consumers at more than 1,000 events across the land.
With all this energy being thrown into it, Pepsi has gone ahead and renamed the promotion the Pepsi Ultimate Taste Challenge, which makes one wonder how they can possibly top that in the future.
Since 1976, the company has given nine million taste tests and this summer’s taste tests will feature the use of new technology, more than a thousand local events, and tricked-out semi-trailer crossing the country.Continue reading...
Posted by Dale Buss on May 11, 2012 02:11 PM
The obesity debate continues to dominate the public conversation in America. Policymakers and nutritionists and bureaucrats pondered "The Weight of the Nation" at a federal-government conference this week while the four-part HBO series of the same name that debuts on Monday. PepsiCo and Coca-Cola are trying to position their brands as part of the solution, via the lobby group where they're the 800 pound gorilla members at any meeting.
The American Beverage Association's "Delivering Choices" campaign has already launched on TV to promote "how America's beverage companies are making it easier to choose the drink that's right for you — with more choices, smaller portions, fewer calories and clear calorie labels." (The sub-text: consumers have choices, and should take personal responsbility for their weight and health.)
The campaign is now getting more targeted with local marketing in the Big Apple. A New York-centric website talks up the Delivering Choices platform while promoting good works by the ABA's members in the city, such as Dr Pepper Snapple Group funding playgrounds in Brooklyn, and the recent Great Recycle event staged by Coca-Cola's Honest Tea brand in Times Square. Facebook and Twitter marketing are reinforcing the messaging.
Now the ABA is expanding its NYC push to the subway system, with a new campaign placing posters on trains and in the stations — New York being the same market where the mayor, Michael Bloomberg, has been promoting a healthy agenda, including a PSA campaign depicting their beverages with globs of fat and packets of sugar.Continue reading...
sip on this
Posted by Mark J. Miller on May 7, 2012 03:03 PM
When chemist Richard Ritchie concocted the original recipe for Pepsi back in 1931, the company was then known as Loft Candy Company. In time, Pepsi split off from Loft and Ritchie went along with them. His heirs are saying, though, that the beverage giant never took ownership of the recipe.
Reuters reports that Ritchie’s heirs filed suit on Friday for the legal right to share his documents “with historians, collectors and film producers.” Ritchie's daughter, Joan Ritchie Silleck; his son, Robert Ritchie; and the estate of Ritchie's late son, Richard, said in their suit they want to "tell their father's extraordinary life story without interference or the threat of litigation" from Pepsi.Continue reading...
Posted by Sheila Shayon on April 18, 2012 04:08 PM
Coca-Cola is mounting a massive music-based global marketing campaign pegged to the London 2012 Olympics, so it makes sense that Coke would partner with the leading musical app (Spotify) on the biggest social network (Facebook) to bring free music to countries worldwide, expanding on a relationship that started last year.
A message posted on Coca-Cola's corporate Twitter feed confirmed the partnership following Spotify's CEO keynote at the Ad Age digital summit this morning in New York: “What goes better with Coke? Music. Daniel Ek just announced @Spotify and Coke partnership.”
The details were forthcoming at a post-keynote press conference: Spotify will be the primary technology for Coca-Cola Music worldwide, with its app integrated into Coke's Facebook presence and Timeline for a ‘seamless social music experience.’
Coca-Cola will leverage the Spotify API and platform through a variety of applications, the first of which was built by independent developers during a two-day Spotify/Coca-Cola “hackers den” held in New York City this past weekend, which will be unveiled at the 2012 Olympics in London.Continue reading...
Posted by Dale Buss on April 16, 2012 09:01 AM
Amazon looms as nemesis of book publishers, as children's book publisher pulls its titles.
Apple denies designer Philippe Starck's claim of 'revolutionary' device.
Arby's makes social media blunder over Rush Limbaugh advertising.
Archie comics legal battle heats up.
Audi may select its North American plant site this week, with Mexico the favorite, Automotive News says.
CBS emphasizes hard news to regain an edge.
Citigroup reports better-than-expected revenue growth.Continue reading...
Posted by Mark J. Miller on April 9, 2012 02:09 PM
Like any massive corporation that has a lot of dough and a lot of interests, Coca-Cola has tangled itself in plenty of politics, though your average soda drinker couldn’t likely care less. However, there are some that do and Coke doesn’t want to lose their dollars.
That may be why the company has ditched out of the conservative lobbying group American Legislative Exchange Council (ALEC), a group that denies the existence of climate change, helped author a law in Florida that some believe helped cause the Trayvon Martin situation to arise, and is pushing for voter ID registration (which critics deem a form of voter suppression), according to TriplePundit.com.Continue reading...