4 Beverage Campaign Driving Consumers to the Cold Vault

By 
Steve Holtz, Editor in Chief, CSP Daily News

7UP ad Sir Mix-a-lot

CHICAGO -- Celebrity endorsements, holiday activations and a first effort to establish a brand identity loom large in four significant marketing campaigns launched by beverage brands this month. Each should drive traffic to convenience-store cold vaults.

Here's a look at each promotion and a first peek at new TV ads, where available ...

Sparkling Ice

Sparkling Ice ad

The Talking Rain Beverage Co. launched a multifaceted national advertising campaign in February to showcase the "brand personality" of its Sparkling Ice flavored sparkling waters.

"Be Not Bland" is the brand’s first campaign to feature a series of commercial advertisements airing nationally. The campaign "embraces authenticity and individuality, celebrating the people, places and personalities that fill life with flavor and 'not bland' moments," the company said.

“The Sparkling Ice brand journey has been far from bland,” said Kevin Klock, president and CEO of Talking Rain Beverage Co. “With over 6,000% sales growth since 2010, expansion into international markets, the addition of new line extensions, exciting brand partnerships and more, the time was right to roll out a campaign of this magnitude and attitude.

"Through Be Not Bland, Sparkling Ice will have an opportunity to showcase our brand personality and harness the momentum of this growth to reach a wider audience than ever before.”

The $37 million campaign was conceptualized and executed by Seattle-based Wexley School for Girls, the Sparkling Ice creative agency of record. The Be Not Bland TV spots will run on broadcast and cable networks, including ABC, ESPN, E!, Bravo and Comedy Central, among others.

Dos Equis

Dos Equis beer

Heineken USA's Dos Equis beer will embrace Cinco de Mayo with a comprehensive, 360-degree program featuring national TV advertising, media partnerships and a national sweepstakes.

Consumers are encouraged to celebrate with Dos Equis and enter for a chance to win great prizes: an exclusive Cinco Fiesta Kit to upgrade any Cinco de Mayo Celebration, and a grand prize trip to Mexico, including leisure time in Cancun. Celebrating 120 years of Mexican heritage, Dos Equis is the essential ingredient in this quintessential Mexican holiday, the company said.

“With its singular Mexican heritage, and as the upscale Mexican import of choice, Dos Equis Cinco de Mayo program has all the elements to differentiate during the weeks leading up to Cinco de Mayo, a holiday typically cluttered with Mexican beer brand promotions,” said Andrew Katz, vice president of marketing for Dos Equis.

To drive awareness, program buzz and conversation, a dedicated TV spot, part of the beer brand's newly refreshed Most Interesting Man campaign, will be accompanied by a social media campaign, IRCs (instant redeemable coupons) and MIR (mail in rebate) offers (where legal). In-store, scalable displays and “Spice Up Your Cinco” point-of-sale materials will encourage shoppers to choose Dos Equis for their Cinco celebrations.

7UP

7UP ad

Dr Pepper Snapple Group's 7UP is mixing things up with Sir Mix-a-Lot and cocktail culture.

7UP launched its new "Mix It Up a Little" campaign this month, spotlighting the soft drink as an essential staple for baking, cooking and cocktails.

The campaign showcases the versatility of 7UP, highlighting the product as not only a great beverage on its own, but also as an ingredient in mixed drinks and food recipes, according to the company.

"People have been using 7UP as a component of their concoctions for decades. We wanted to acknowledge that truth and elevate all the ways in which consumers are enjoying our product," said Kevin Brandvold, director of marketing for 7UP. "We're excited that 7UP represents a trusted ingredient to our consumers, and this campaign really brings that idea to life."

New ad spots from Deutsch leverage insights from consumers about the ways in which they already use the product as a mixer.

Digital videos from The Richards Group provide a variety of recipes that incorporate 7UP and help the consumer create everything from bundt cake to kimchi and punch. The videos feature Sir Mix-a-Lot, M.C. and rapper, mixing and playfully naming his own custom recipes such as a "Bubble Bundt" cake and "Mrs. Butterworth Be Jalapeño Business" cocktail.

Chocolate milk

chocolate milk campaign

NBA three-point shooting superstar Klay Thompson has joined MilkPep's Built With Chocolate Milk campaign in a new marketing splash set to spotlight his distinct approach to training, performance and muscle recovery.

Known for his clutch basketball performances and long-range jump shots, Thompson began to incorporate low-fat chocolate milk into his nutrition program when his dad, a former professional basketball player, gave him chocolate milk after his youth games, according to MilkPep, the Washington-based Milk Processor Education Program that is funded by the nation's milk processors and committed to increasing fluid milk consumption.

As one of the stars on a championship-caliber team--the Golden State Warriors--and touted as one of the most dynamic professional basketball players, Thompson will be the face of the new national Built With Chocolate Milk TV, print and digital campaign, debuting Feb. 15. Later this season, Thompson will also star in a Built With Chocolate Milk digital content series produced by CBS Sports that is set to play off his superstition about triangles. Fans will have the opportunity to share their own superstitions for their chance to win signed gear.