Beverage Industry Steady on Defense

The American Beverage Association (ABA) has been taking a strong stance on issues from new taxation to links to obesity.  Recently, the American Stroke Association (ASA) launched a large campaign stating that the relation between Diet drinks and strokes equal causation. The ABA immediately sent out research refuting these claims, however, the issue has already become mainstream consumer knowledge. On the taxation front, the ABA has also created the site nofoodtaxes.com to help consumers fight against food taxes that would steer them toward different options. While the fight is fierce, there has been progress from key beverage leaders such as Dr Pepper, Coke, and Pepsi. These brands have come together to include calorie labels on the front of their packaging.

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Putting Health Before Headlines from American Beverage Association on Vimeo.

Jennifer Aniston Smart Water Ad Lampoons Viral Memes

Jennifer Aniston tries her hand at making a Viral video for Smart Water. Smart Water sends up the whole idea of viral videos, with nods to memes such as Double Rainbow, animated dancing babies and lip-syncing kids, in a new ad featuring that recurring subject of Internet interest: Jennifer Aniston.

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20 Examples of Great Facebook Pages

Social media is an essential part of marketing a product, and now marketers are becoming more ambitious with Facebook designs. Facebook offers the unique opportunity to push the brand image and personality through an interactive way.

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Canada Dry - Jack's Ginger Farm

Emphasizing Canada Dry's natural flavor and quality, the commercial displays workers pulling ginger roots only to find a beverage and a vending machine instead.

The Bro Food Movement

The extreme cooking show is making headway through YouTube Channels. Audiences are watching in large numbers as calories, alcohol, cursing, and mishandling of food are displayed. These videos go against the grain of what traditional cooking shows have offered. Entertained or offended, the influence of these shows is undeniable.

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Mountain Dew - Green Label Art

·         Name of Company/Competitor: Mountain Dew

·         Name of Campaign/Spot: Green Label Art

·         Date Launched: 8/6/2008

·         Description: Facebook tab that shows users and fans what is the lastest in Art, Music, Sports and entertainment.

·         Media Details: Online, Facebook, http://www.greenlabelart.com/shopseries.php

Coca-Cola spent more than $2.9 billion on advertising in 2010

        In 2009, Coca-Cola advertising expenses fell about 6.7 percent from $3 billion. The company said a major cause of that decrease was a shift in its marketing and media spending strategies. It spent more marketing dollars on in-store promotions, loyalty points programs and point-of-sale marketing.

        In 2010, Coca-Cola claims to have incurred more than $2.9 billion in advertising expenses last year, up 4.5 percent from nearly $2.8 billion in 2009. The figures on print, radio, television and other advertisements were disclosed in an annual filing with the U.S. Securities and Exchange Commission.

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Advertising on Skin

A New Zealand company has created benches with strategic writing that leaves imprints on the legs of shorts and skirt wearers. This risky unconventional form of advertising must match the brand personality to be effective.


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AriZona to Play Ball with Gatorade, Powerade

AriZona Beverages is continuing its brand extension with AriZona Sports, an all-natural isotonic beverage in fruit punch, lemon-lime and orange flavors. A company executive indicated future brand extensions are likely, saying the company will "try to touch on all the different categories: sticks, powders, cocktail mixes, and expand from that to coconut waters, to isotonics." 

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Coca-Cola - Music Machine

·         Name of Company/Competitor: Coca-Cola

·         Name of Campaign/Spot: Music Machine

·         Date Launched: 3/1/2011

·         Description: A family creates a Rube Goldberg machine that plays the Coca-Cola song "I'd like to buy the world a Coke".

·         Media Details: YouTube Channel