Blog Entries Tagged as soda

Hitting a Moving Consumer

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Category: General Blogs  |  Tags: soda

Beverage marketers today are faced with the ongoing challenge of finding their way through the ever-growing thicket of media opportunities and getting their ads watched by consumers. Boy, how times have changed since the ’70s when Coke tried to teach the world to sing or offered Mean Joe Green some refreshment! Yes, things were relatively easy back then when there were just a handful of channels and no internet.

Actually, beverage brands, at least for now, have been relatively lucky. While many viewers already record their favorite shows and fast-forward through the commercials, they still tend to tune in to live television events, especially sports. And, as we all know, beer and soda go great with that Sunday game.

But advertising against live sporting events can only go so far. So increasingly, beverages have turned to YouTube, video games, smart phones and any number of other emerging media to reach consumers.

But now comes word that many of the major brands have a lot of work to do when it comes to at least one of these powerful new channels—YouTube. According to a study from digital media company Touchstorm, large beverage brands like Coke are trailing smaller brands when it comes to harnessing the powers of YouTube for marketing. In fact, only 74 brands rank among the top 5,000 YouTube publishers in the Touchstorm Video Index: Top Brands Edition. Says Alison Provost, CEO of Touchstorm:  “With only 74 brands appearing in the YouTube top 5,000, it’s clear there’s a significant brand fail on one of the most important platforms today. YouTube has provided a content testing ground where celebrities, users, brands, content producers, retailers, and YouTube stars all have the same tools available to attract audiences. And while brands can afford to buy views and advertise their content, they’ve made very little progress in the organic viewership ecosystem.”

Among the study’s key findings:

  • •Big brands need to study small brands. Blendtec is in the top 10 yet Coke and Pepsi are not; the Mormon Church ranks yet top global brands Apple and Microsoft do not; Ford Models ranks higher than Ford Motors and Little Tykes overwhelms Toys ‘R’ Us.
     
  • Brands need to define the competition broadly. The other 4,926 publishers, which include musicians, teenagers with webcams, and professional content producers, have vastly out-performed brands in finding an audience for their content.
     
  • Brands can’t spend their way to the top. About one-third of the brands made the list by buying a significant amount of YouTube advertising, but the other two-thirds got there through organic growth.
     
  •  International brands build audiences. Brand channels from Brazil, Latin America and Japan make the list, beating out tens of thousands of English-language brand channels.
     
  • And finally, there are two routes to the top. Some brands made the list on the backs of a viral video or two; others made it by publishing less spectacular content more regularly.

The list of 74 brands that place inside the top 5000 channels on YouTube is available at Touchstorm.com.

Let the Games Begin: BevStar 2013 Call for Entries

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Category: General Blogs  |  Tags: soda

With the dawn of a new year comes a new chance for your brand to shine. Whether you're playing in the alcohol or non-alcohol space (or both even), you are cordially invited to submit your product to our third-annual BevStar Awards competition. It's our annual celebration of innovation across all of the major beverage categories. And the best part? It's absolutely free to enter, aside from whatever shipping costs you need to incur to get a sample of your product to our judging team.

Since this is about innovation, we ask that your product be new(ish). That means it should have been launched no earlier than Sept. 2011. If it hasn't been launched yet, that's fine. As long as you've got a product, a package and a plan to roll it out before summer 2013, it's eligible. (The product has to exist. Ideation is great, but execution is critical.)

Once again, we'll be awarding gold, silver and bronze awards in the following categories:

• Carbonated Soft Drinks

• Water/Enhanced Water

• Functional Beverages (including sports drinks, but not including energy drinks—those get their own category. We got a ton of energy entries last year.)

• Energy Drinks

• Beer

• Mead, Cider and Sake

• Wine

• Spirits

• Ready-to-Drink Tea & Coffee

We'll also present special achievement awards for marketing innovation, social media initiatives and environmental sustainability.

To enter, please e-mail the following to bevstar@beverageworld.com :

1. Product Name

2. Parent Company Name

3. Contact Info (address, phone & e-mail)

4. High-resolution product image

5. A brief description of the product and why you believe it should win a BevStar award.

6. The names of any packaging, label design, ingredient and branding companies or individuals that helped develop or market your product.

If your product passes the written test, we'll send you instructions on where to ship product samples for the practical test. We ask that you limit the samples to one bottle/can/carton/etc. per product entered.

Keep in mind, tasting is only one component of our selection process. Your product has to offer the whole package, which includes, well, the package and its overall market positioning.

The submission deadline is March 1. Winners will be notified by June 1 and we'll showcase winning products in the July 2013 issue of Beverage World.

If you've got any questions you can e-mail me directly.

We're looking forward to your entries!

 

 

 

 

The Gloves Are Off

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Category: General Blogs  |  Tags: soda

 

A couple of months ago in my “Toasts and Spills” edition I gave a Spill to New York City Mayor Michael Bloomberg for his efforts to ban beverage packages larger than 16 ounces. The topic has significant enough ramifications for the entire U.S. beverage market that we’ve decided to dedicate our cover report to the industry’s efforts to fight back against such regulatory maneuvers. Managing editor Andrew Kaplan does a fantastic job capturing the complexities of this initiative and others like it, beginning on page 40 of this issue. 

Now indulge me as I again add my two cents. As I mentioned in my July PourWord, the matter is really one of education. I don’t want to get caught up in the rhetoric of the debate. The term “nanny state” has been thrown around quite a bit. Indeed, there have been extreme phrases used on both sides of the issue and sometimes the cogent components of the argument get lost in such incendiary terminology. 

The bottom line is, measures such as these, whether they’re proposed taxes to reduce consumption or outright bans on certain package sizes or even entire products, fail in their mission as public services. They ultimately have the opposite effect and do a disservice to the public by removing the educational aspects of public discourse. They have the effect of labeling something as “bad” and taking it away for the public’s “own good.” Of course, anyone who’s ever been a teenager—or human, for that matter—knows that when you take something away it only makes the person you’re taking it away from want it more.

Obesity is too complex an issue to be resolved by bans and scapegoating. I know I sound like a broken record, but I really need to drive this point home: it’s only going to be combatted through education and choice. Consumers need to be educated about leading healthy lifestyles and pursuing nutritional balance. And once they have a firm grasp of what those entail, they should be able to make their own informed choices about how much or how little of a sweet indulgence they want to incorporate into their healthy, nutritionally sound lifestyle. 

Bloomberg took a lot of heat several years back when his administration started requiring local eateries to post calorie information. It didn’t ban certain food items, it just let people know how many calories they were potentially ingesting and let them make the decision themselves. At least that was about informed choice, even if the “informed” part of it was compulsory. It would have been preferable if restaurants had taken the lead and were proactive about posting such information. There’s another industry whose example they could’ve followed, one that’s known for partnering with schools on healthy lifestyle issues, putting calorie information in a prominent spot on its packages and generally self-regulating to be part of the solution. Since you’re reading this magazine, you don’t need me to tell you to which industry I’m referring. 

But how does that industry get rewarded for its proactivity? Why don’t you ask Michael Bloomberg.  

Banning the Ban

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Category: General Blogs  |  Tags: soda

 

span style="letter-spacing: -0.3px">There was a soon-to-be mother of two, a middle school teacher and a journalist sitting around a kitchen table in a Manhattan apartment. Sound like the start to a bad joke? It could be, but the matter we were discussing was nothing to laugh about. (I’m the journalist and the other two women at the table are my childhood friends.) As many New Yorkers have been voicing concerns, or praise, over the proposed big soda ban, the topic got the three of us debating the issue. 

Interestingly, as my friends said they thought the idea of putting a ban on soda sales was unfair, they agreed that something has to be done about the amount of sugar or fatty foods people are consuming. While something does have to change with regard to the obesity epidemic that has happened in this country, preventing people from purchasing specific products isn’t that something.

The scenario of someone buying two 16-ounce beverages gets brought up, as does the ability for a consumer to just refill his or her cup at many fast food chains in the city for no additional cost. “The Mother’s” husband chimes in saying that it’s about portion control. If someone puts a large plate of food in front of him, he’ll eat it all, but if a smaller plate of food is presented and he takes a step away from the table after eating, he’s satisfied. Point taken. But do we need a law to regulate portion control?

The discussion then turned to schools, as “The Mother” is now looking at schools in Manhattan for her daughter, and the restrictions on selling sugary drinks and fatty foods in those schools. While that may or may not be a good thing, I reminded them that when we were growing up, we had access to soft drinks in vending machines and sugared teas and French fries and pizza and chocolate chip cookies, among other things, in our school cafeteria. None of us are obese or overweight and neither were our classmates. What goes into a Coke or Pepsi or Snapple hasn’t changed (other than adding low-sugar, low-calorie options), so what has?

“The Teacher,” who teaches middle school at a public school in Brooklyn told us that her school has no vending machines, no health class and no after school sports due to lack of funding in many cases. 

Funding is where our discussion came to a halt. Why isn’t money being spent on educational programs in schools on health and wellness? Why aren’t there programs for families to help educate them on portion control? Instead of being reactive and putting a ban on a single group of items, why not be proactive and get back to the fundamentals of what being healthy means?

Today we read about universities and government offices banning the sale of bottled water as a cost-cutting initiative as well as an effort to be environmentally friendly or responsible. PET is 100 percent recyclable and if we drink bottled water, we should be responsible for recycling it. Again, the effort here should be to invest in recycling programs and education, not putting a ban on an inexpensive alternative to any beverage with sugar.

There is no easy fix. This month i>Beverage World takes a closer look at big soda ban in NY as our cover story feature; see page 40.  

BevStar Awards 2012: We Finally Have Our Winners!

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Category: General Blogs  |  Tags: soda

After a lengthy judging process involving a record number of entries this year and a self-imposed media blackout until the official winners' issue started arriving this week, we are very pleased to announce the winners of the 2012 Beverage World BevStar Awards. For those just joining us, the BevStars recognize new product innovation across all of the major beverage categories.

We received a particularly robust shower of entries in the Energy & Functional category—so many that we decided to split it into two separate categories this year. It really reflects the level of innovation in those segments. If you recall from our 2012 State of the Industry report, energy drink volume returned to double-digit growth last year, with an increase of more than 17 percent in 2011, according to Beverage Marketing Corporation.

Without further ado, here's the list of this year's winners. For details on all of these brands, read the July 2012 issue of Beverage World. Congratulations to all!

BEST IN SHOW
Ruthless Rye IPA, Sierra Nevada Brewing Co.

BEER
Gold: Ruthless Rye IPA, Sierra Nevada Brewing Co.
Silver: Deviant Dale's IPA, Oskar Blues Brewing Co.
Bronze: Bronx Pale Ale, The Bronx Brewery

BOTTLED WATER
Gold: MyCause Water, Panacea Beverage Co.
Silver: Elevate Enhanced Fiber Water, 912 Corp.
Bronze: Karma Wellness Water, Karma Kulture LLC

CARBONATED SOFT DRINKS
Gold: Spindrift, Spindrift Soda co.
Silver: Dr Pepper Ten, Dr Pepper Snapple Group
Bronze: HotLips Cranberry Soda, HotLips Soda Co.

ENERGY
Gold: Monster Rehab, Monster Beverage Co.
Silver: Slap Frozen Energy, Brain-Twist
Bronze: Berry Rain, RevHoney

FUNCTIONAL
Gold: Neuro Sun, Neuro Beverage
Silver: Ralph & Charlie's Aloe, Ralph & Charlie's Beverage Co.
Bronze: Modjo Hydrate Elite, Cellutions

READY-TO-DRINK TEA & COFFEE
Gold: Honest (Not Too) Sweet Tea, Honest Tea
Silver: RealBeanz, RealBeanz LLC
Bronze: Tao of Tea, The Tao of Tea

SPIRITS
Gold: Purgatory Vodka, Alaska Distillery
Silver: Apple Pie Moonshine, Ole Smoky Moonshine Distillery
Bronze: BuzzBallz, BuzzBallz LLC

WINE
Gold: FlasqWines, JT Wines
Silver: Blanc de Bleu, Premium Vintage Cellars
Bronze: Xavier Flouret La Pilar Malbec, Cognac One LLC

For those brands that entered but didn't take a gold, silver or bronze in any of the categories, don't fret. Competition was particularly stiff this year and the decisions were all very difficult for all of us on the judging panel. And there's always next year. We'll be announcing a call for entries some time in December.