Best Global Green Brands 2014

super bowl

Super Bowl Ad Watch: Crowdsourcing Peaks with Coke's 'Mirage' Campaign

Posted by Dale Buss on January 22, 2013 02:58 PM

Coca-Cola is taking the crowdsourcing bent of Super Bowl advertising to the next level with its just-announced "Mirage" campaign for Super Bowl XLVII on Feb. 3, with a story arc that will rely on social media input from viewers to determine the ending.

The brand's effort also promises a great in-game marketing battle with Pepsi, which is sponsoring the halftime show. And just for good measure, Coke also will be repeating its anti-obesity ad on Super Bowl Sunday.

Coke previewed creative and discussed its strategy for the Super Bowl on Tuesday with journalists and bloggers, as marketing executives vowed that the brand's socially-focused effort would surpass the success of last year's "Polar Bears" campaign. In it, viewers collectively dictated the animated bears' responses to game action and even to other brands' commercials.Continue reading...

sip on this

Draw of Dairy Leads Coca-Cola To Invest in Core Power Recovery-Drink Line

Posted by Dale Buss on December 4, 2012 03:33 PM

The siren song — or is that a moo? — of dairy drinks continues to draw America's soft-drink giants deeper into investments in milk-based products. Coca-Cola has today announced an equity investment in a new company that has been formed to market Core Power, a dairy-based recovery brand that the company began distributing a few months ago.

In fact, Coke said, through the newly created Fair Oaks Farms Brands, it plans to help "drive growth and expansion of Core Power and to create an innovative portfolio of brands and products that feature the value-added nutrition of dairy." Fair Oaks Farms and Select Milk Producers, Coke's partners in the new venture, came up with Core Power, and the high protein recover shake brand is run by former Coca-Cola executive Steve Jones.Continue reading...

sip on this

American Beverage Giants Start Counting Calories on Vending Machines

Posted by Mark J. Miller on October 8, 2012 06:25 PM

When Jon Stewart and Bill O’Reilly faced off Saturday in a mock debate, the topic of whether the government should decide what size soda consumers should drink was brought up and summarily dismissed, but there are plenty of other folks — like New York City Mayor Michael Bloomberg — who aren’t letting the issue go.

The just-passed law that Bloomberg pushed to help keep New Yorkers healthy by making it illegal to sell sodas larger than 16 oz. in many New York establishments will go into effect on March 12. And Bloomberg isn’t alone. A soda-tax measure was put on the ballot in Richmond, California, that would discourage consumers from drinking soda and collect money through a soda tax “for neighborhood gardens, recreation and other youth projects that would help fight childhood obesity,” BeyondChron.com reports.

Sick of being called a bad guy in the war against obesity, the American Beverage Association (and the soda giants it represents) today launched a "Calories Count" vending machine program that will start being distributed in the new year. The ABA's new initiative will help consumers identify lower-calorie sodas in vending machines by placing soda calorie counts right on the buttons of vending machines.Continue reading...

sip on this

Coca-Cola Continues to Open Happiness, From Coke Machine to Truck to Table

Posted by Sheila Shayon on September 19, 2012 06:34 PM

Coca-Cola’s "Open Happiness" global marketing campaign kicked off in January 2009, when Cee Lo Green and Janelle Monae appeared in a music video that exclusively debuted on FOX's American Idol.

A year later, the "Open Happiness" theme took a tangible, and unforgettable form — a vending machine that appeared in the common room of St. John’s University in New York. It was rigged to dispense flowers, pizza and a six-foot sub resulting in a viral swish of happiness, generating more than 1 million views in the first week and still attracting comments 2 million views later.

The campus Coke machine stunt migrated to London, and morphed into a Hug Machine at the National University of Singapore in a gestural marketing stunt where a squeeze yielded a soda. Since then the Coca-Cola Happiness machine has popped up in local activations around the world, in markets including India, Buenos Aires, IndonesiaTokyo, Istanbul for a special Valentine's Day stunt, and back to Singapore, this time promoting recycling in June.Continue reading...

London 2012

Beats By Dre Ambushes, Wins The Olympics

Posted by Abe Sauer on August 21, 2012 01:28 PM

With the 2012 Olympic Games a week away, brands are beginning to get an idea of just how much of a bump they got from a few weeks in London at the most watched event in TV watching history.

When it comes to the most effective ambush marketing campaigns, there is no shortage of contenders. Paddy Power took true ambush action and suffered the International Olympic Committee's significant wrath. BMW's Mini executed probably the most garish ambush strategy during the discus and javelin events. And it's easy to see Nike as a favorite. Its "greatness" campaign was a hit from America to China.

But another brand stood out more than Nike -- from America to China -- and saw an immediate, significant sales increase. It's a brand that appears to be making unconventional marketing its core platform for brand building: Beats by Dr. Dre. Continue reading...

sip on this

Diet Coke Turns 30 With 30-Second Parties for "Biggest Fans"

Posted by Shirley Brady on August 10, 2012 05:27 PM

Coca-Cola's Diet Coke sugar-free soft drink launched in the U.S. 30 years ago — on Aug. 9th, 1982, to be exact.

As Coca-Cola's Diet Coke brand page notes, "Within two years, Diet Coke had become the top diet soft drink in the world, a position the brand maintains today. Known as Coca-Cola light in some countries, it's now the No. 3 soft drink in the world" — following Pepsi at #2, and Coke at #1.

The brand celebrated by hosting 30-second parties for a few of its "biggest fans" who sent birthday wishes using the Twitter hashtag #DietCokeBday — check out a few of their reactions below — while The Guardian took a look this week at the beverage's "enduring appeal."Continue reading...

cola wars

Bolivia Keeps Coca-Cola, Dismisses Foreign Minister Statements

Posted by Mark J. Miller on August 10, 2012 10:28 AM

Bolivia was recently rumored to be dispensing with Coca-Cola after this year’s Summer Solstice on Dec. 21 — which wouldn't have been quite the global boost the soda maker was hoping its sponsorship of the Olympics would bring it.

“The twenty-first of December 2012 is the end of selfishness, of division,” Bolivia’s Minister of External Affairs, David Choquehuanca, said according to Forbes. “The twenty-first of December has to be the end of Coca-Cola and the beginning of mocochinche (a local peach-flavored soft drink). The planets will line up after 26,000 years. It is the end of capitalism and the beginning of communitarianism.”

The news that Coca-Cola's days might be numbered in a country that had McDonald's evicted in 2002, according to Care2.com, didn't seem entirely beyond the realm of whackiness. But the rumors of any Bolivian marching orders were not only incorrect but "taken out of context," and Coca-Cola execs in the market can rest assured. "Foreign Minister Choquehuanca's statements about Coca-Cola were taken out of context and there is nothing official," Bolivia's Foreign Ministry spokeswoman Consuelo Ponce told Dow Jones.

A Coca-Cola spokesperson provided the following statement to brandchannel:

"The Coca-Cola Company has been a part of the community in Bolivia, generating jobs, generating income for thousands of customers, suppliers and workers, and refreshing people since 1941. Additionally, we support education and other initiatives that create positive social impact in the community. Like the Bolivian economy, our business has been growing steadily and we have plans to continue our investments and growth in the coming years."

That's good news for the nation of 11 million consumers, where “consumption of Coca-Cola products has tripled in Bolivia since 2001 and has increased notably in all Latin American countries.” And it's not like Bolivia needs any more bad press with anything that remotely sounds like "coke."

sip on this

Soda Wars: Let 'Happiness' Reign as Chief Execs 'Live For Now'

Posted by Dale Buss on August 1, 2012 10:45 AM

Coca-Cola is busy spreading "Happiness" around the world as an Olympics sponsor, while Pepsi is counting on new cultural relevance through its music-based "Live for Now" campaign and by sponsoring the next Super Bowl halftime show.

But back at the home offices in Atlanta and in Purchase, N.Y., executives of each company are dealing with real-world strains including the increasing opposition of nutrition activists (including New York Mayor Michael Bloomberg), more competition, consumers' fading interest in soft drinks — and with each other. And those factors are contributing to important new dynamics for PepsiCo CEO Indra Nooyi and Coca-Cola CEO Muhtar Kent.

In Atlanta, Coca-Cola has just reorganized its C-suite and expanded the responsibilities of two senior executives, Steve Cahillane and Ahmet Bozer, creating an early horse race to succeed Kent in a few years. The move also is part of a consolidation of executive authority beneath Kent, who has been widely praised for his leadership of the company, boosting profits and swiping market share from PepsiCo since he became CEO in 2008.Continue reading...

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