Best Global Green Brands 2014

response mechanism

Aptly Titled: Time and Again, Change.org Proves a Potent Force in Nudging Brands

Posted by Sheila Shayon on January 31, 2013 03:36 PM

Nicer bras for masectomy survivors. Healthier ingredients in soft drinks. Halting gender stereotypes in toys.

All are among the causes and quests that have gained momentum — and in many cases, acquired success — through Change.org, which has quickly become a major force to be reckoned with among brands. While activist organizations such as Greenpeace lobby companies and others around a particular set of issues, Change.org is an open platform to agitate for action.

PepsiCo, for instance, recently announced the removal of brominated vegetable oil, which is used as a flame retardant, from its Gatorade drink after 16-year old Sarah Kavanagh’s Change.org petition garnered more than 200,000 digital signatures. (The company is continuing to use it in Mountain Dew.)

"When I went to Change.org to start my petition, I thought it might get a lot of support because no one wants to gulp down flame retardant, especially from a drink they associate with being healthy," Kavanagh said on The Dr. Oz Show. "With Gatorade being as big as they are, sometimes it was hard to know if we'd ever win.”Continue reading...

celebrity brandmatch

Pepsi Expands Beyonce Super Bowl Deal Into Full-Blown Partnership

Posted by Mark J. Miller on December 10, 2012 11:36 AM

Want to have your face on a Pepsi can? Well, first you need to sell more than a 100 million albums around the globe and win 16 Grammy awards. At least, that’s what it took for Beyonce to get her face etched into aluminum.

As already announced, Bey is starring in the Pepsi-sponsored Super Bowl XLVII halftime show in February as part of the brand's multimillion-dollar return to the Big Game after pulling out in 2010 to reallocate its funds for the social Pepsi Refresh crowdsourced philanthropy platform. Now

Now PepsiCo is expanding its Super Bowl deal with the performer beyond the half-time show into a full-blown partnership in a $50 million deal that will burnish the Pepsi brand and Brand Beyonce, including marketing support for her new album that's dropping next year.Continue reading...

branding together

Burton and Mountain Dew Launch Eco-Friendly Collection

Posted by Sheila Shayon on November 16, 2012 03:13 PM

Burton Snowboards and Mountain Dew are launching the 2013 Green Mountain Project (GMP), a collection using sustainable fabric made from recycled plastic bottles.

The new outerwear collection includes three eco-friendly jackets and two pants for men, and two jackets and one pant for women, made from blended materials such as GMP Hemp Fortex, 3M Thinsulate insulation with recycled fibers, DRYRIDE EcoNanoshell 2L Fabric and 3-Layer Hemp Ripstop Fabric and recycled taffeta and mesh linings, all of which have a lesser environmental impact.

How do they actually do it? Here’s how:Continue reading...

it's on!

US Beverage Giants Sue to Stop Mike Bloomberg's NYC Big Soda Ban

Posted by Dale Buss on October 15, 2012 03:16 PM

New York City's ban on selling beverages bigger than 16 ounces that passed last month doesn't seem to face a major threat as it heads toward implementation in March. It's fat from popular with many New Yorkers, and the beverage industry and others certainly hate it, but the regulation has begun to assume the momentum of inevitability.

That's why the American Beverage Association, which represents Coca-Cola, PepsiCo and Dr Pepper Snapple Group among other companies, has launched a last-ditch effort that now includes a lawsuit against the city that the organization, as promised. The suit argues that the unelected New York health board, which approved the ban spearheaded by Mayor Michael Bloomberg, shouldn't be telling people how much soda to drink, according to CBS Radio. The suit also said that the rule "burdens consumers and unfairly harms small businesses."Continue reading...

sip on this

Pepsi's Next Innovation: Buy a Soda, Send a Gift, Play a Game, Charge Your Phone

Posted by Dale Buss on October 8, 2012 02:17 PM

Now that PepsiCo has begun marketing in its flagship Pepsi brand in a much more significant way this year, investors, analysts and other pundits are giving PepsiCo CEO Indra Nooyi the benefit of the doubt as she continues to unfold her strategy for making the company a major player in better-for-you markets rather than just a traditional purveyor of snack foods and soda beverages. From Australia to India, from vending machines to sweeteners to ad agencies, PepsiCo is pushing to innovate.

Case in point: PepsiCo just announced a pilot rollout of its Pepsi Interactive Vending machine pilot program, allowing consumers in a handful of U.S. locations to not only buy a beverage, but also send virtual gifts, play games and even charge their mobile devices. In addition to buying a Pepsi, Mountain Dew, Sierra Mist Natural, Aquafina or Lipton Green Tea, users can also gift a 20-ounce bottled beverage to a friend by entering the recipient's name and email along with a personalized message. That person, in turn, can send a gift back to the gift-giver — or pay it forward by sending their own gift to another friend.

The next-generation social vending machine is "part of a broader global platform of equipment innovation we're developing to engage consumers," stated Mikel Durham, PepsiCo's Global Growth officer. "The pilot launch of our Interactive Vending equipment is an exciting step in transforming the point-of-purchase experience," added Margery Schelling, the company's Global Innovation officer.Continue reading...

sip on this

Big Soda Vows to Fight Bloomberg's NYC Big Soda Ban

Posted by Dale Buss on September 13, 2012 06:06 PM

To no one's surprise, the New York City Board of Health approved on Thursday a ban on the sale of large sodas and other sugary drinks at restaurants, street cars and movie theaters. It was the first restriction of its kind and scale in the country.

It also surprised no one that Mayor Michael Bloomberg, the spiritual father and political force behind the ban, quickly hailed the enactment of his brainchild. "NYC's sugary drink policy is the single biggest step any gov't has taken to curb obesity," he stated. "It will help save lives." The Mayor's Office also released statements of support, along with the news that the new Barclays Center will comply.

The measure will take effect in six months unless the American soft-drink industry manages to get some judge to overturn it. Of course, there's always the possibility that popular sentiment could turn heavily against the ban and result in political pressure that would cause its reversal. But no one is betting on that.

"This is not the end," Eliot Hoff, a spokesman for New Yorkers for Beverage Choices, an industry-financed group opposed to the ban, commented in a statement to the New York Times. "We are exploring legal options, and all other avenues available to us." The coalition's chairwoman, Liz Berman, also released a video statement reiterating that stance.Continue reading...

sip on this

Dew Process: PepsiCo Stunt Takes a Pop at Bloomberg's NYC Soda Ban

Posted by Mark J. Miller on September 13, 2012 10:55 AM

In the 1920s and early ‘30s of New York, as Prohibition ruled the land, folks didn’t have to go without a drink. There were speakeasies aplenty back on those days that would be happy to quench your thirst as long as you didn’t mind needing to remember the password, being ready to dump your liquor at the drop of a hat, and having a few extra bucks to help pay off any police that happened by the place.

The folks at Mountain Dew seem to think that New York City Mayor Michael Bloomberg is about to return the Big Apple to those long-gone days if his suggested bill — which could be passed today — winds up restricting consumers from buying sodas that are bigger than 16 ounces goes through. Some call it a gamble; Bloomberg says he’s looking out for the long-term health of his city’s dwellers and visitors.

The whole thing has got Mountain Dew execs and indeed the entire beverage industry agitated — and not because of the caffeine in their beverages, either. The PepsiCo-owned soda brand has teamed up with "cultural production" studio New York Art Department to plaster ads around New York City that say “Prohibition” and feature a 17 ounce, vintage can of Mountain Dew (long before it was abbreviated to Mtn. Dew). To drive the message home, a smaller message quips: “Also available in legal sizes!” 

On a more serious note, New Yorkers for Beverage Choices, an industry coalition backed by the American Beverage Association, says more than 250,000 New Yorkers have signed a petition. While small business and industry lobbying has failed to sway New York City’s Board of Health, which appears poised to pass the ban on Big Soda (update: it passed), you can be sure Bloomberg's public health watchdog is unhappy with another move Mountain Dew has made as well.Continue reading...

chew on this

Taco Bell Serves Breakfast, Pitching Fourth Meal as "FirstMeal"

Posted by Dale Buss on September 5, 2012 11:13 AM

It's no problem to stretch our gastronomic imaginations to the concept of Taco Bell's "fourth meal," to agree to fill our gurglilng stomachs in the wee hours with chalupas and Doritos Locos Tacos. That all belongs to the day just ending, and is on-trend with similar tests such as McDonald's nascent nocturnivores breakfast after midnight test, and Dunkin' Donuts new addition of Quaker Oatmeal to expand its "better for you" breakfast lineup.

But somehow it's a stretch to imagine Taco Bell could produce something appetizing for breakfast. Regardless, now the Yum! Brands-owned iconic fast-food chain is giving it a serious try.

Expanding on a pilot test earlier this year, Taco Bell has rolled out a test of its new breakfast menu in about 800 restaurants, primarily in the western United States. (Is that because they get up later than everyone else, so it's more like an early lunch?)

The test menu for "FirstMeal" includes two new items: the A.M. Crunchwrap and Mtn Dew A.M. They have joined Cinnabon Delights as the chain's morning repast.Continue reading...

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