10 Ways Beverage Makers Are Driving Sales
By Steve Holtz on Aug. 14, 20171. Bud Light
In what it called a reintroduction of its largest brand to U.S. consumers, Anheuser-Busch launched a campaign this week "going back to its roots to showcase what goes into" brewing Bud Light.
"There’s nowhere to hide imperfection when you’re brewing a light lager,” said Andy Goeler, vice president of marketing for Bud Light. “That process starts with four essential ingredients: barley, rice, water and hops. That’s been true for over 35 years.”
To display Bud Light’s commitment to quality, the New York-based brand launched two new TV spots this summer titled “Bottle” and “Complex.” These spots, and other creative content, focus on the quality and simplicity Bud Light delivers with its four essential ingredients, the company said.
2. Nestle Pure Life
A new global campaign spotlighting Nestle Pure Life bottled water intends to inspire a healthier and brighter future that starts with pure quality water, according to Nestle Waters North America.
The advertising campaign highlights a new brand signature: Pure Life Begins Now. It began on online channels in the United States on July 31 and will roll out worldwide in 2018.
The campaign will feature a new Nestle Pure Life TV ad that will be broadcast in every major metropolitan area in the United States beginning Sept. 12.
The U.S. campaign also includes new bottle and multipack packaging; new point-of-sale display materials; web-based videos; digital and social-media communications; and a new Nestle Pure Life website.
Through the campaign, Nestle Waters aims to highlight its new purpose and values by raising awareness on the importance of quality drinking water for future generations.
"Over nearly two decades, Nestle Pure Life has evolved into a leading global brand, and we now have an opportunity to express the brand's purpose in a way that inspires parents and adults," said Antonio Sciuto, chief marketing officer for Nestle Waters North America, Stamford, Conn. "We want to express our belief that the future is full of possibilities, and that there are no limits to what can be achieved."
3. Monster Energy
Monster Energy will continue its open-ended sponsorship deal with MMA star Conor "The Notorious" McGregor. The mixed martial arts fighter has been part of Monster Energy’s MMA program since 2015, and was one of the first to join the elite team.
Monster's announcement comes just weeks ahead of the "Fight of the Century" when McGregor will fight Floyd Mayweather on Aug. 26 in Las Vegas.
The sponsorship will ensure that Monster's iconic M Claw will be emblazoned on McGregor's shorts for this fight, as well as his UFC title defense this year.
Monster Energy has shot a 30-second commercial spot that can be seen on Monster Energy’s website, across various digital platforms and on select TV programming.
Based in Corona, Calif., Monster Energy is a leading energy drink maker in the United States.
4. Tecate
Heineken USA’s Tecate beer brand is in the midst of its “Claim Your Corner” campaign, a retail promotion running through Aug. 31, leading up to the championship boxing bout between the No. 1 fighter in the world, “Golden Boy” Canelo Alvarez, and his opponent, undefeated Gennady “GGG” Golovkin.
Through specially marked packages merchandised with point-of-sale materials, consumers receive a code giving them a chance to win Tecate swag and boxing gear, as well as tickets to an “ultimate boxing experience” at the main event in Las Vegas.
The promotion is designed to generate consideration and engagement among the primary Tecate consumer: Hispanic beer drinkers. For retailers, that is expected to mean high and frequent store traffic, enhanced shopper interest driven by POS displays and prizes.
Heineken USA is based in White Plains, N.Y.
5. High Brew
High Brew Cold Brew Coffee hit the road this summer on its #HighRoadTour to prove #BusLife is far more enticing than #VanLife.
Inspired by the brand’s spirit of travel and adventure, High Brew took its refurbished 1952 GMC Coach bus for a spin around the United States to introduce consumers to the ready-to-drink cold-brew coffee. The mobile tour began in June and continues to make its way across the United States, covering about 16,000 miles over a 22-week tour visiting festivals, trade shows and grocery stores in 33 markets.
Austin, Texas-based High Brew tapped experiential marketing firm, OutCold, to turn their vision into reality. The agency, which specializes in transforming vintage vehicles into millennial-focused brand experiences, redesigned the red and silver 1952 Continental Trailways bus into an immersive mobile coffee-sampling experience.
The interior features an air-conditioned “Vintage Diner” with booth and bar-stool seating, charging stations and a reach-in cooler filled with High Brew Coffee. The exterior footprint hosts a pop-out sampling bar dedicated to mass distribution.
6. Sanpellegrino
Sanpellegrino Sparkling Fruit Beverages has relaunched its interactive app Delightways. The app encourages users to rediscover the joy of wandering through unique wandering paths designed for discovery in cities across the United States, according to parent company Nestle Waters North America.
Introduced in 2016 in 10 major cities, the enhanced app experience now features a dynamic mapping function in Los Angeles and a selection of featured neighborhood guides by "celebrated lifestyle influencers" in New York City and Los Angeles.
The Sanpellegrino featured influencer partners include:
Los Angeles:
- Louise Roe, TV host, model and fashion correspondent
- Margo & Me, fashion, beauty and lifestyle insider
New York:
- Color Me Courtney, lifestyle leader recognized for her signature, bright style
- Bright Bazaar, Brooklyn-based creative consultant and interior design author
Delightways app experiences also are available in Chicago, San Francisco, Washington, D.C., Miami, Austin, Seattle, Boston and Atlanta.
7. Rockstar
Rockstar Energy Drink has partnered with Bungie and Activision Publishing Inc. on the rollout of the Destiny 2 video game.
Partnering brands, which also include Pop-Tarts toaster pastries, will feature their own custom-tailored offers to celebrate the Sept. 6 launch of the game on PlayStation 4 and Xbox One. The game is the sequel to the biggest new console video-game franchise launch of all time, according to Activision.
Destiny 2’s international collaboration with Rockstar Energy Drink includes limited-edition Destiny 2-themed cans in different flavors available in the United States, Canada, United Kingdom and Germany. The U.S. flavors are Original, Punched and Zero Carb. Canadian flavors include Original, Punched and Burner.
Destiny 2-themed cans hit store shelves in August and availability varies per retailer. The partnership offers consumers in-game gear with the purchase of a Destiny 2 Rockstar cans and the chance to also win daily, weekly and grand prizes including Destiny 2-themed motorcycles. Fans can visit Destiny2.RockstarEnergy.com for more information and redeem rewards beginning Sept. 1.
8. Protein2o
Enhanced-water brand Protein2o has completed an initial round of capital raising through a partnership with investment firm CK Capital Partners. The funding will provide the brand with more than $6 million in equity and working capital, according to the company.
The capital raised will help the brand meet the rising demand that comes with being a part of the versatile protein category, one of the fastest-moving segments in the beverage industry, the company said.
"We’ve expanded into our second bottling plant and anticipate onboarding our third later this fall,” said Bob Kral, co-founder and CEO of the Chicago-based company.
9. Zico
Zico Coconut Water kicked off the second wave of its "What's Inside Is Everything" campaign by unveiling the results of a new survey that explores what is “at the core” of each us, and how one’s filter and perspective on life—whether it be different attitudes or mindsets—can affect life’s journey.
The campaign embraces the notion that like Zico Natural Coconut Water, which is 100% coconut water, being true to your nature and who you are at the core is powerful beyond measure, the company said. Zico hopes to inspire individuals across the country to evaluate what they are made of at their core and bring to life the empowering notion to live more authentically and pursue their goals and ambitions.
The At the Core Survey found that Americans are not afraid to take action in their lives to stay true to themselves and listen to their hearts. In fact, that determination has resulted in nearly 3 in 4 Americans making lifestyle changes in the past year, specifically to pursue personal goals or ambitions. And those who haven’t, regret it: Seventy-two percent of Americans admitted they have missed out on an opportunity (from their personal life to work life, hobbies and more) because they didn’t go with their gut.
To help bring to life the brand’s What’s Inside Is Everything message, Zico rolled out a series of experiential events this summer, such as a pop-up event in New York that invited consumers to enjoy discovering what they are made of through a series of interactive activations, while sampling what Zico is made of, the company said.
Click here to see results of the survey.
Zico is a subsidiary of Coca-Cola Co., Atlanta.
10. Teas’ Tea
Teas’ Tea Organic launched Tastefully Less, the brand’s first national media campaign, this summer. The promotion focuses on the brand’s commitment to using simple, organic ingredients and adding nothing extra to its tea product lineup, the company said. The campaign is communicating this message through a series of minimalistic visuals promoted via digital and social media.
The Tastefully Less campaign features five varieties of Teas’ Tea to drive awareness and conversion through a variety of digital channels, including social-media sponsored posts, paid digital banners, influencer partnerships, a branded website and search-engine marketing. Additionally, Teas' Tea Organic’s public relations agency, Rachel Kay Public Relations, will spearhead earned media and buzz-building tactics to further amplify awareness of the campaign, the Brooklyn, N.Y.-based company said.