Tapping into  beverages                   Issue 1       Dec 2011 - Feb 2012
TAPPING INTO BEVERAGES // Issue 1              contents     TAPPING INTO BEVERAGES // Issue 1                             ...
TAPPING INTO BEVERAGES // Issue 1                                                     TOP 5 KEY consumer TRENDS 2012     T...
TAPPING INTO BEVERAGES // Issue 1                                       Innocent spread the love...   TAPPING INTO BEVERAG...
TAPPING INTO BEVERAGES // Issue 1           Feel Good Drinks and Mamma Mia! promo                                    TAPPI...
TAPPING INTO BEVERAGES // Issue 1                                       PepsiCo: Brisk Iced Tea STAR Wars Campaign   TAPPI...
TAPPING INTO BEVERAGES // Issue 1                       Aqua Pura launches Lake Escapes competition   TAPPING INTO BEVERAG...
TAPPING INTO BEVERAGES // Issue 1                                                                ALSO IN THE NEWS   TAPPIN...
TAPPING INTO BEVERAGES // Issue 1                     getting in touch                       Getting in touch             ...
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Tapping into beverages issue 1


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Check out the trends and some innovation in the beverages category especially consolidated by our Momentum offices in the UK.

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Tapping into beverages issue 1

  1. 1. Tapping into beverages Issue 1 Dec 2011 - Feb 2012
  2. 2. TAPPING INTO BEVERAGES // Issue 1 contents TAPPING INTO BEVERAGES // Issue 1 contentscontentsTOP 5 KEY consumer TRENDS 2012 04P&G: 1 like = 1 day of clean drinking water 05Innocent spread THE love... 06Schweppes launch the unexpected future app 07Vimto shifts marketing spend 07 welcome to issue 1Feel Good Drinks and Mamma Mia! promo 08 tapping into beveragesBritvic and PepsiCo brands unite tosupport community projects 08 ‘Tapping into Beverages’ has been created with innovation in the soft drinks industry in mind. As well as ‘Tapping into Beverages’ (specifically created with Coca-Cola in mind), 10 Our aim is to provide a snapshot of the latest coolPepsiCo: Brisk Iced Tea STAR Wars Campaign campaigns, trends and marketing news across the momentum will be expanding these global globe. For our first edition, we have included some snap shot pieces into the Technology, Retail,Aqua Pura launches Lake Escapes competition 12 of the top consumer trends predicted for 2012, as well as looking at what has been happening in the soft drinks industry from Christmas 2011 right up Sports, Finance, Travel and Youth sectors. 12 To view the first 2012 edition of TechTap, click to February 2012.Tropicana Lights Up London http://blog.momentumww.com/blogs/wwtap We hope you enjoy the first edition of ‘Tapping into to download. This edition includes highlightsEvian brings the Alps to London 13 Beverages’. If you have any thoughts on what you would like to see in future editions please let the from the CES exhibition along with the latest tech stories from across the globe.Sponsorship 14 team know.Results 14New Product Launches 15 2 3
  3. 3. TAPPING INTO BEVERAGES // Issue 1 TOP 5 KEY consumer TRENDS 2012 TAPPING INTO BEVERAGES // Issue 1 P&G: 1 like = 1 day of clean drinking water TOP 5 KEY consumer TRENDS 2012 P&G: 1 like = 1 day of clean Source: Trendwatching.com FLAWSOME Consumers won’t expect brands to be ECO-CYCOLOGY flawless; they will even embrace brands that are honest about their flaws, which drinking water Source: POPSOP The phenomenon of brands show some empathy, generosity, humility, helping consumers recycle by taking back all old items 02 flexibility, maturity, humour and, dare we say it, some character and humanity. from customers, and then actually doing something constructive with them. 01 SCREEN CULTURE 2012 will see three mega-tech currents converge: screens will be (even more) ubiquitous / mobile / cheap / always on; interactive and intuitive (via touchscreens, tablets and 03 so on); an interface to everything and anything that lies beyond the screen (via the mobile web and, increasingly Procter & Gamble (P&G) has launched a new Facebook and finally mainstream in 2012, ‘the cloud’). campaign called ‘1 Like = 1 Day of Clean Drinking Water’ to let consumers engage and support its Children’s Safe Drinking Water (CSDW) Program. P&G has been sharing clean drinking water in developing 04 POINT & KNOW 2012 will be about instant visual countries around the world through its P&G Purifier of Water packets that contain a patented powdered technology for seven years. It is estimated that 22,000 information gratification. 2012 lives have been saved to date through purification of 4 will see a mix of the known (Apps! billion litres of water. Augmented Reality!) and the very known (QR codes!), bringing CSDW program lets users take part in its global efforts. information about the objects For each ‘Like’ on the P&G CSDW Facebook page, P&G (and even people) that consumers will donate one day of clean drinking water through encounter in the real world instantly. CSDW in a developing country. Facebook users will also experience the stories of those 05 whose lives have been impacted by CSDW. View Video EMERGING MATURIALISM Experienced, open-minded consumers in traditionally ‘conservative’ emerging markets will embrace campaigns and products that are frank if not risqué. 4 5
  4. 4. TAPPING INTO BEVERAGES // Issue 1 Innocent spread the love... TAPPING INTO BEVERAGES // Issue 1 Schweppes launch the unexpected future app Schweppes launch the unexpected future app Source: PSFK (UK) Schweppes has launched the ‘Unexpected Future’ app that predicts how the year would pan out for the user through snippets of posts in the Facebook Timeline format. By analysing your Facebook data, the app reveals your potential larger-than-life achievements with grand predictions in categories such as wealth, career, adventure, romance and fame. It takes you through Facebook posts that have comments left by friends in your social network. Vimto shifts marketing spendinnocent spread the love... Source: Marketing Magazine (UK) Vimto is shifting its marketing spend from TVSource: Brand Republic (UK) to digital, as the brand looks to capitalise on its growing online fan base. The Nichols-ownedInnocent smoothies has launched an alternative soft-drinks brand is plotting a major digital pushidea for a Valentine’s gift this year, by encouraging this year, targeting teenagers with its ready-to-drinkconsumers to personalise a label on their favourite Innocent smoothies products and mothers with its range of cordials.smoothie and give it to someone special. encourage consumers to Vimto plans to capitalise on its base of 240,000It has launched a dedicated site which allows unleash their inner Casanova Facebook followers. It also intends to grow itsconsumers to generate their own “love label” to print online presence beyond the social network. Lastout and stick onto a smoothie bottle. June, the brand rolled out its £6.5m ‘Low rider’View Video push, featuring ‘seriously mixed-up’ fruit characters from its previous ads. They will also feature in the forthcoming digital activity. 6 7
  5. 5. TAPPING INTO BEVERAGES // Issue 1 Feel Good Drinks and Mamma Mia! promo TAPPING INTO BEVERAGES // Issue 1 Britvic and PepsiCo brands unite to support community projectsFeel Good Drinks andMamma Mia! promoSource: Promotional Marketing (UK)Feel Good Drinks is running what it claims is its largestever on pack promotion, a competition offering thechance to win a VIP overnight trip to London and ticketsfor 4 to see Mamma Mia!In addition to the main prize, there are also 100 pairs oftop price Mamma Mia! tickets to be won.The Mamma Mia! promotion will appear on over halfa million of Feel Good’s 750ml bottle range of gentlysparkling juice drinks. The packs will be in all majorsupermarkets from early February. The special packsinvite consumers to visit the www.feelgooddrinks.co.ukwebsite for a chance to win. The star prize includestop tickets for the show, plus a backstage tour with achance to meet the cast. The winner and 3 guests willstay overnight at The Cavendish London and receive apampering makeover courtesy of UNE.Britvic and PepsiCo brands uniteto support community projectsSource: Brand Republic (UK)Britvic and PepsiCo UK have partnered to launch a land in the UK. The campaign launched will run untilmultimillion-pound CSR promotion called ‘Transform October and it features all the brands in the same TVYour Patch’, in partnership with environmental ad for the first time.regeneration charity Groundwork. The promotion View Videowill run across Britvic and PepsiCo UK’s entireportfolio of leading soft-drink brands. The aim is tohelp people better use the outdoor spaces availableto them for sport, activities and recreation. 165outdoor spaces have been identified in need of workin order to make them fit enough for communities to“socialise together, exercise, stay healthy and enjoya sense of well-being,” which the company identifiesas “key ingredients for a better and stronger society”.The sale of each promotional pack will translate tothe “transformation” of one square centimetre of 8 9
  6. 6. TAPPING INTO BEVERAGES // Issue 1 PepsiCo: Brisk Iced Tea STAR Wars Campaign TAPPING INTO BEVERAGES // Issue 1 PepsiCo: Brisk Iced Tea STAR Wars CampaignPepsiCo: Brisk Iced TeaSTAR Wars CampaignSource: Branding Magazine (US)Brisk Iced Tea (a part of PepsiCo) continues to The spot, Yoda vs. Darth Maul, first aired on Januaryrefresh its creative by taking its 2012 national 15, 2012, and will be featured in movie theatresmarketing campaign to a galaxy far, far away to join and online. The promotion will be brought to life atforces with the 3-D theatrical release of Star Wars: retail with in-store POS, social media integration,Episode I The Phantom Menace. grassroots activation, radio and interactive TV. View Video 10 11
  7. 7. TAPPING INTO BEVERAGES // Issue 1 Aqua Pura launches Lake Escapes competition TAPPING INTO BEVERAGES // Issue 1 Evian brings the Alps to London contentsAqua PuralaunchesLake EscapescompetitionSource: Promotional Marketing (UK)In association with Cumbria Tourism, Aqua Puranatural mineral water are running an on-packpromotion giving consumers the chance to win oneof 10 Lake Escapes. There are 4 types of break to bewon instantly – family, luxury, adventure or romantic– all including accommodation, outdoor activities and£500 spending money.There are also 3,500 activity vouchers up for grabs.To take part, consumers enter the six digit code fromthe neck of promotional bottles online atwww.aquapura-promo.co.ukTropicana Lights Up LondonSource: PSFK (UK)Tropicana and art collectiveGreyworld installed an artificialsun in London’s famed TrafalgarSquare. The event, part of the Evian brings the Alps to Londonjuicemaker’s “Brighter Mornings”campaign, took six months tocreate and used over 60,000 Source: Brand Republic (UK)light bulbs. In January, Evian created an Alpine experience which The container experience included bursts of freshThe high-tech orb, which weighed was hosted in a custom built shipping container and mountain-top air, the scent of an Alpine forest and a2.5 tons, broke the dawn an hour situated on London’s Southbank. cosy log fire with views over The Alps.earlier for Londoners. This uniqueart installation certainly has Evian packed all of the best elements from The Alps The experience also included cleansing ‘snow melt’captured the public’s attention, into the container and shipped it to London where concoctions and edible purifying creations suchespecially providing a well-needed participants were able to book in, via the evian UK as liquid nitrogen nibbles, and consumers werebreak from London’s dreary Facebook page, to a 45 minute journey designed to educated on the health benefits that Natural Mineralwinter weather. stimulate the 5 senses. Water has for your body.View Video 12 13
  8. 8. TAPPING INTO BEVERAGES // Issue 1 ALSO IN THE NEWS TAPPING INTO BEVERAGES // Issue 1 ALSO IN THE NEWSSponsorship NEW PRODUCT LAUNCHES Buxton continues as official Jones Soda Co. Teams With 365 water supplier to England Sports to Sponsor 2012 Winter Bossa Nova® launch New Power Rangers Power cricket team Sports Series ACAI 90 cal Superjuices Blast JuicesSource: Promotional Marketing (UK) Source: Yahoo Finance (US) Source: PR Newswire (US) Source: PR Newswire (US)Buxton Natural Mineral Water has announced that it Jones Soda Co., a leader in the premium soda Bossa Nova, a leading brand of acai superjuices, Saban’s Power Rangers Samurai, the #1 kidswill continue to be the official water supplier to the category, announced it will be a sponsor to the is launching its organic superfruit beverages, with action show, and Genesis Today, one of the nation’sEngland cricket team for a further 2 years. Winter Sports Series. As part of the sponsorship, 365 only 90 calories per 10 fl. oz. Bossa Nova’s reduced fastest growing healthy superfood, beverage and Sports will integrate the Jones brand within each calorie superjuices will be available in mid-February supplement companies, have teamed up to introduce event and throughout marketing initiatives, including in 4 flavours: organic acai original, organic acai Power Rangers Power Blasts – a line of refreshing, CAPRI-sun kicks off on-pack the addition of a special Jones Soda “most stylish” blueberry, organic acai pomegranate and all natural nutrient-rich, naturally sweetened, low-calorie, promotion for 4Music award to the first ever North American stop of the acerola red peach. low-sugar juice drinks designed to nourish children’s World Rookie tour. growing bodies. sponsorship New Orangina SchweppesSource: Promotional Marketing (UK) drink to avoid French taxFrom April and running throughout 2012,Capri-Sun is sponsoring satellite TV channel 4Music. Source: Just Drinks (France)The TV sponsorship will include 30 second and 10 Orangina Schweppes has launched a no added sugarsecond promotional ads to support Capri-Sun 330ml version of its namesake drink, in an apparent effortcalendar activity and brand activation on 4Music to avoid a new soft drinks tax in its native France.Radio and 4Music’s microsite.RESULTS Sampling campaign for first Britvic sales lifted by PepsiCo expand portfolio Fredericks aims to lick ices calorie burning drink Aspire popularity of Pepsi at of Billion-Dollar Brands into shape with Britvic Source: Promotional Marketing (UK) Christmas Source: POPSOP (US) licensed lollies The calorie-burning soft drink Aspire toured London offices in a bid to create brand awareness andSource: This is Money (UK) PepsiCo announced that Diet Mountain Dew, Source: The Grocer (UK) educate consumers. Brisk and Starbucks ready-to-drink (RTD)Britvic got a sales bump as UK consumers stocked Britvic’s R White’s lemonade and Robinsons Fruit Aspire, which is the first calorie-burning soft drink to beverages have each grown to more than $1up in the run-up to Christmas. Britvic, which owns Shoot are being taken into the iced lolly market. be sold in the UK and Europe, is a lightly carbonated, billion in annual retail sales, expanding PepsiCo’sthe license to make Pepsi and 7Up, managed to cranberry flavoured soft drink scientifically proven by portfolio of billion-dollar brands to 22. The new products will be rolling out to retailers inincrease UK revenues by 2.8 per cent in the festive a leading British laboratory to burn, on average, 209quarter. Pepsi led the improvement. March, after supplier Fredericks Dairies secured calories per can. a 10 year licensing agreement with the softBut the Robinsons and Tango group saw its drinks giant.performance undermined by a poor performance inIreland, where revenues fell by 10 per cent. 14 15
  9. 9. TAPPING INTO BEVERAGES // Issue 1 getting in touch Getting in touch momentum activating demand Claudine Sait senior account manager +44 (0) 161 662 5206 +44 (0) 7881 581 129 claudine.sait@momentumww.com 16