Follow Up: After Frosty Reception, Coke Switches Back To Red

The end is near for a white can that has many Coke drinkers seeing red.

Coca-Cola Co. is switching back to its time-honored red just one month after rolling out its flagship cola in a snow-white can for the holidays. New seasonal cans in red will start shipping by next week, as white cans—initially expected to be in stores through February—make an exit.

While the company has frequently rung in the holiday with special can designs, this was the first time it put regular Coke in a white can. Some consumers complained that it looked confusingly similar to Diet Coke's silver cans. Others felt that regular Coke tasted different in the white cans. Still others argued that messing with red bordered on sacrilege.

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Twitter Eyes Big Marketers With New Brand Page Redesign

Twitter has gone through a whole lot of corporate turmoil in the past couple years — Ev out! Dick up! Jack back! — but at least one part of the company’s path has remained consistent: After trying to avoid becoming an ad-supported media company, it’s now embracing the idea with gusto.

So Twitter.com’s new overhaul may indeed make it easier and faster for users, as Liz Gannes reported this afternoon. But it’s also much more inviting to advertisers — the logical next step as the company tries to make Twitter more of a “consumption environment.”

There are two different things going on here: Twitter is making its basic site more attractive and engaging by making it easier to view things like embedded videos. And it has created “brand pages” for advertisers, where they can have a lot more control over what users see.

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Dr Pepper To Test Five Other Low-Calorie Sodas

Dr Pepper Snapple Group Inc. is doubling down on Ten.

After promising early results from Dr Pepper Ten, a low-calorie version of its flagship soda, Dr Pepper Snapple is giving the same treatment to five of its other sodas, Chief Executive Larry Young said in an interview. Starting as early as January, the company will start testing 7 Up Ten, Sunkist Ten, A&W Ten and Canada Dry Ten in Columbus, Ohio, Des Moines, Iowa, and central Pennsylvania. It will also test RC Ten, a cola, in Chicago, Evansville, Ind., and Des Moines.

The move reflects high hopes that Dr Pepper Snapple has for its proprietary blend of no-calorie artificial sweeteners and high-fructose corn syrup to produce sodas that have a fraction of the calories of, but taste closer to, the regular versions. The combination of sweeteners yields 10 calories per eight-ounce serving compared with 100 calories for regular Dr Pepper. The company is trying to appeal to consumers who stopped drinking sodas because of the high calories, but didn't like the taste of diets.

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Student Wins $100K For Tuition In Dr Pepper Giveaway

On Saturday, during the halftime of the SEC Championship game, Ivon Padilla-Rodriguez, of Reno, Nevada, put big-time college football scouts on notice when in 30 seconds she threw 13 on-target passes into a large Dr Pepper can.

Why?

She was competing for $100,000 in tuition money, the grand prize in the Dr Pepper Million Dollar Tuition Giveaway.

Emotional and obviously very happy, Padilla-Rodriguez said, "Dr Pepper is seriously the best thing that's ever happened to me," as she was presented the oversize check at the Georgia Dome in Atlanta, where the championship game between the Georgia Bulldogs and LSU Tigers was underway.

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Lipton Launches 'Caring' Initiative

To demonstrate its commitment to sustainability, Lipton has introduced the “Caring for Communities is Our Cup of Tea” initiative. Under the program, the well-known Unilever brand aims to source all of its tea from sustainably managed, Rainforest Alliance-certified farms by 2015.

The first Lipton farm was Rainforest Alliance certified in 2007. Since that time, several third-party tea estates in Kenya, Argentina and India have received certification. As well as implementing environmentally sustainable practices, Rainforest Alliance-certified farms ensure that workers and their families have adequate housing and access to medical care and education for their children.

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Gatorade's G Naturals Hopes To Reach New Market

Sports drink marketing is heavily skewed toward young men. But experts observe that the rest of the fitness world — including natural foods consumers, athletic women and families with children — present additional opportunities for growth.

“Products that have a more natural ingredient profile or are lower in calories have the potential to extend the category to people it's not currently reaching,” said Sarah Theodore, global drinks analyst for Mintel Food and Drink.

The message seems to have reached Gatorade who recently expanded distribution of G Natural, which touts the same hydration and performance benefits as original G but with ingredients like sea salt, fruit flavors and natural sweeteners. Availability was initially limited to Whole Foods Market in select cities, but G Natural can now be found in the natural set at chains like Safeway.

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Adina Teams Up With DPSG's Southwest Business Unit to Expand Distribution

Adina For Life, a beverage producer in Connecticut, has expanded its all natural zero calorie line with new flavor, Blood Orange with Mangosteen.

Launched in April 2011, Adina's line of all natural zero calorie drinks are said to be naturally sweetened with a proprietary stevia blend. The current flavors in the range include Wild Black Cherry with Resveratrol, and Maqui Melon with Tulsi.

Like the current flavors, the company claims, the new SKU will contain a 200mg blend of organic fruit and herbal extracts. Adina's proprietary herbal package contains lemon balm, valerian, chamomile, hibiscus, basil, lemon verbena, tulsi, rooibos and amalaki extracts.

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Coca-Cola Pulls White Holiday Cans After Consumer Outrage

Coca-Cola tried to revive its polar bear mascot with a wintry white can design for Coca-Cola Classic, but just one month after launch, it's abandoning the project and reverting to red, reports Mike Esterl at the Wall Street Journal.

Why? Three reasons:
       1. Some consumers are confusing the packaging with Diet Coke's similar silver cans.
       2. Others swear that the drink tastes different when in a white can.
       3. Coke's most ardent fans find the change in color blasphemous.

It goes to show that packaging -- especially for such a massively powerful brand like Coke with such fanatical followers -- matters deeply.

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Is There A TV Revolution Happening?

Could we be looking at the real transformation of TV in the next 24 months with Google and Apple both with big plans?

Google is first out of the gate and just this week made a couple of very big announcements:
1). Unveiling a line up of new channels on the YouTube network which involves partnerships with an interesting mix of celebrities along with some conventional media players, like The Wall Street  and emergent players like The Onion and a host of others.

Interestingly, the only brand to make it on to YouTube’s list was Red Bull, who we at Influx have argued for years that they were the first brand to build themselves into a media network. Everyone else is just playing catch up to them.

2.) The other announcement of Google was a complete revamp of the Google TV platform, which first time out didn’t do so great. They appear to have learned some lessons and have improved the interface and really have the objective of bringing some of the great content available on the web and phone onto the television set via apps.

Google isn't the only one in the game. Apple too is looking to move more aggressively into the TV game.

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Dr Pepper Ten - The Week's Top Twenty in Social Media

With the launch of DP Ten, Dr Pepper makes its first appearance in the top 20 since the introduction of the Social Business Index in The Atlantic Wire. The reason may be attributed to the controversy innate to the campaign. The new "not for women" Dr. Pepper has stirred up skeptic since the company announced it back in February, but the official release sent people to watch the commercials and comment on YouTube and share their opinions regarding the direction. DPSG has continued to rise from #19 two weeks ago, to #16.

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Dr Pepper Ten: The Buzz

A lot of chatter has come within just one week of the DP Ten national launch. From GOOD magazine to the Early Show to AdWeek, DP Ten is getting the well deserved buzz.

Provided below are a few of the most high profile articles and news coverage of the spot:

Best of the Best:

• Early Show
• PSFK
• USA Today
• Brand Channel
• Washington Post
• FOX news
• CBS
• Esquire
• GOOD
• AdWeek

The Growth of Social Media (in Infographics)

It is easy to forget how integrated social is in our lives now, everyone knows the growth of social has been huge over the last 5+ years, but what about in the last 12 months from 2010-2011? Provided are a few highlights of key stats.

◦49% of Twitter users rarely login
◦Facebook’s crazy 63.46% market share
◦1 in 4 Americans watch a YouTube video every single day
◦53% of employees research potential job candidates on social networks
◦Facebook has 310m unique visitors every day
◦Stumbleupon gets more daily traffic than twitter


Click here to view super cool Infographics 

Real Time Social Smile Stations Billboard

Publicis Israel recently developed a real-life Facebook experience by creating “Smile Stations.” Facebook fans of Prigat, a leading juice company, had the opportunity to send real time messages to interactive digital billboards at various train stations in the hope of getting passers by to smile, and like their message.

People walking past could approach a screen and press a physical “Like” button which would broadcast video of the moment they read the message back to the individual user who sent it on Facebook. With the users who generated the most smiles winning all sorts of great prizes.

While this recent interactive campaign was highly successful and innovative, it is important to note that the Facebook “like” button is dwindling in importance given the new Facebook changes. Likes are becoming a thing of the past; brands will need to find ways to be relevant through apps and other engaging content.

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Conan's Ratings Are Down, but He's Huge Online

This week Turner Broadcasting will be out selling Conan O'Brien with a new pitch: Forget the TV ratings, look at his online popularity. 

Turner has reason to focus attention on Mr. O'Brien's pull in other media. When "Conan" launched last November after NBC cut him loose and returned Jay Leno to its marquee late-night spot, it represented the latest front in the late-night wars-and an aggressive step for any cable network. Turner, which is sinking a reported $10 million-plus annually into a crowded field, moved boldly to claim what it thought was its due: higher-than-expected ad rates that it insisted should be on par with what marketers paid for NBC's "Tonight" and CBS's "Late Show." 

Yet after seeing mammoth initial ratings due to the NBC controversy, Mr. O'Brien's TV viewership has begun to settle. It is worth noting that, regardless of this decreased TV viewership, O'Brien's show lures hard-to-reach young adults via online and social media, not only on TV. "TV is only a fraction of it," claimed Linda Yaccarino, exec VP-chief operating officer. The average time spent viewing "Conan" content on his website, TeamCoco.com, has increased 30% since the show launched, and the average time spent per visitor on the site has increased 103%, according to Turner. On Facebook Mr. O'Brien has 1.7 million "friends," according to the network-more, as it turns out, than his average TV viewership in his first year on the air so far.


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Facebook Unveils New Features at F8

Last week, Facebook founder Mark Zuckerberg announced some big changes to the Facebook site. Hyperbole aside, these changes will revolutionize the way we interact with our friends and with marketers. The highlights of the F8 reveal include the following:

1.       The Newsfeed: Like Google’s change in algorithm affected many sites based on SEO, what Facebook is saying in this change is “we’re going to use an algorithm to make sure that you see only the most relevant stuff in your feed.” That’s great for you as user, but for you as marketer…what they are saying is “hey, if you’re not relevant…no one, not even your mom, is going to see your updates. If you can’t create engagement, interest, and excitement (i.e. earn attention), it’ll be like you don’t exist.”

2.       Subscribe to Anyone: On the flip side, if you ARE ridiculously relevant, now they’ve removed the “privacy/friend” objection for Facebook. Facebook becomes a true, global, public publishing platform. If you’re the most knowledgeable about what you do in the world, you can share that with everyone…and they don’t have to see pictures of your niece’s 6 year old birthday part—or worse.

3.       Changes to Fan Pages: Facebook also announced that, starting Sept. 30th, Fan Pages can no longer receive and publish automatic imports from RSS feeds (e.g. a blog). Instead, they want you to manually post and offer a comment when you do. 

4.       Apps: Facebook has added a new breed of apps to its interface. The new apps allow users to consume content within Facebook's platform and share what they're watching, listening to or reading in real-time. Advertisers will be able to target Facebook users based on the kinds of content they've viewed or shared via the new apps, which will feature "listened," "watched" and "read" buttons. Major partners include Spotify, iHeartRadio and Netflix.

The short list above only touches the surface of the changes made to the social networking site. However, these four modifications play an essential role in future brand engagement efforts.   

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Pepsi: Music Mash-Up

Name of Company/Competitor: Pepsi
Name of Campaign/Spot: TBD/ Music Mash-Up
Date Launched: 9/20/2011
Description: A mash-up of past Pepsi spots featuring well-known musical talent. The spot premiered on the Pepsi sponsored show "The X Factor."
Media Details: TV

Netflix Turmoil and Business Remodeling

The once unstoppable movie service is experiencing major criticism from consumers and from business analysts alike. For those who haven't been following the company's recent changes, Netflix first announced  a change in its price plan. Two months ago, you could spend 10 bucks and get both streaming and mail order service. Now customers have to pay $8 for each service. Netflix announced that they've lost a million customers over the price hike and they may be about to lose more.


The CEO of Netflix said he was sorry for mishandling a recent price increase that caused customers to cancel the service in droves. But the apology was drowned out by a decision that angered subscribers all over again. The company will split into two services -- one with an odd new name that offers the familiar discs in red envelopes and another for online streaming of TV shows and movies. The DVD service will be called Qwikster, a name that is supposed to signify a commitment to fast service but quickly became an object of ridicule Monday on the Internet. The streaming service will keep the Netflix name.

As one analyst noted, "It's kind of the cardinal rule of marketing that you do not make it more complicated for the customer. You always make things easy. You know, think Amazon one-click ordering and, you know, this is equivalent I think of Amazon getting rid of one click."

However, Hastings, Netflix's CEO, did not make this decision without reason. He sees the future of movie rentals in streaming. Spinning off the DVD services will also allow Netflix to provide studios with a clearer idea of how many people are streaming their content. That could be critical as it negotiates future licensing deals.

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HBO Promotes Boardwalk Empire With Vintage Subway Cars In New York City

Going above and beyond traditional posters in the subway station, HBO decided to take a new spin on its subway takeover. To promote the series Boardwalk Empire, HBO added a vintage 1920s subway train to run along the 2/3 express line throughout New York City on weekends.The train is complete with all its original detailing from rattan seats, ceiling fans, drop sash windows, and some Boardwalk Empire-inspired period advertisements. The vintage train will retire on September 25 with the show’s premiere.

See article here

 

Could it be 3rd time lucky for PepsiCo in mid cal beveragemarket

Speaking at the Barclays Back to School Consumer conference in Boston yesterday, Pepsi Co CFO Hugh Johnston said anecdotal feedback in test markets in Iowa and Wisconsin had been positive for Pepsi Next.

The drink, which contains 60% fewer calories than regular Pepsi follows two abortive attempts by Pepsi to appeal to customers that like the taste of full sugar colas but want to cut calories: Pepsi XL, which failed to inspire in the mid 1990s and Pepsi Edge, which was launched in 2004 but axed a year later.

Many marketers are unsure if there's a  market for a mid-calorie soft drink. However, PepsiCo believes the success of Trop50 proves otherwise.

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Diet Coke - Studio

·  

·Name of Company/Competitor: Coca-Cola
  Name of Campaign/Spot: Lights, Stay Extraordinary

· Date Launched: 9/3/2011

· Description: The 'Stay Extraordinary' campaign continues this fall, with shorter spots featuring city dwellers in their everyday lives

· Media Details: TV



Diet Coke - Commute

Name of Company/Competitor: Coca-Cola

·   Name of Campaign/Spot: Commute, Stay Extraordinary

·   Date Launched: 9/3/2011

·   Description: The 'Stay Extraordinary' campaign continues this fall, with shorter spots featuring city dwellers in their everyday lives

·   Media Details: TV

Diet Coke - Lights

             Name of Company/Competitor: Coca-Cola

·         Name of Campaign/Spot: Lights, Stay Extraordinary

·         Date Launched: 9/3/2011

·         Description: The 'Stay Extraordinary' campaign continues this fall, with shorter spots featuring city dwellers in their everyday lives

·         Media Details: TV

Coke Zero - And

 Name of Company/Competitor: Coke Zero
 Name of Campaign/Spot: "And"
Date Launched: 8/25/2011
Description: The commercial—running online as a :60 and on TV as a :30—follows a guy who is never satisfied from his youth into young adulthood. In the end, of course, Coke Zero stops him in his tracks.
Media Details: TV, Facebook

Diet Coke Pours on Marketing Activity

In a historic shift, Diet Coke inched past Pepsi in 2010, grabbing a 9.9% share of the carbonated soft-drink category, compared to Pepsi's 9.5% share. That caused Coca-Cola's marketing department to reevaluate how and when it markets the brand. The result is a new fall push for Diet Coke, which has traditionally spent the bulk of its budget during the first quarter. The first quarter includes "tentpole" events such as the Academy Awards and the brand's Heart Truth campaign, which ties in with New York Fashion Week, said Katie Bayne, president-general manager of sparkling beverages.
The fall campaign continues with the "Stay Extraordinary" theme that was introduced in early 2010. It includes three 15-second spots, a limited-edition can design, point-of-sale booklets that feature fashion and beauty tips, as well as coupons, a partnership with StyleCaster, and events coinciding with New York Fashion Week.

All of the ads out this fall will feature the Tucker Duckworth-designed can, which William White, group brand director for Diet Coke, says is a "reflection of the smart, self-assured and confident men and women who drink Diet Coke. ... We believe that this bold new look will catch the attention of those consumers everywhere."

The new ads air this weekend. Keep an eye out for them!

Link to Article

Diet Coke's New Look for Fall

To celebrate Coca-Cola's 125th anniversary, the company will be releasing a limited-edition can slated to hit stores in early September. Retaining the can’s familiar bare-aluminum background, the new design super-magnifies a segment of the existing logo right where the “D” of Diet rests atop the “k” of Coke.The result is a modish and (for a global brand) even daring design that refuses to reveal the brand’s complete name. The new can is piece of a partnership with fashion and beauty-trend Web magazine StyleCaster.com, which has anointed the new design as one of its “new looks for fall.”

Coca-Cola 2012 Freestyle Campaign

The Coca-Cola Freestyle has been generating buzz, sales boosts and foot traffic since the futuristic machine first launched three years ago. Now, as the next-generation soda fountain reaches a critical mass -- it will be in 80 markets by year's end -- execs are readying Freestyle's first marketing campaign. Coca-Cola is working with ad agency Ogilvy & Mather to develop radio, outdoor and digital creative for the 2012 marketing campaign.

As a part of this marketing effort, Coca-Cola is also looking to develop a new Facebook app and mobile app. These apps would allow consumers to mix up and share favorite Freestyle recipes. These recipes would then be converted to a 2-D barcode which, when scanned, would immediately generate the unique blend.

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Surprising Results from the Pepsi "Summer Time" Campaign

By now most of us in the industry are familiar with Pepsi's recent "Summer Time" campaign. The new spots attempt to attack Coca-Cola head-on by spinning the familiar Coca-Cola characters (Santas and polar bears) into Pepsi hounding fools. From a creative standpoint, the ads fall short. However, some interesting data was recently released suggesting that these new spots have received an impressive social media response. Pepsi's overall share of voice relative to Coke has gone from 25% to 30%" since the spots started airing a little over a month ago (see chart below). The data has also revealed that the "Summer Time" spots have a much higher chance of eliciting a social-media response (primarly on Twitter and Facebook) when they air during certain shows.

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Pepsi has been nicking Coke's social-media share of voice (SOV)

The top 10 shows -- and the worst performers -- for social-media response to "Summer Time is Pepsi Time"

Dr Pepper to Add $30 Million to Ad Budget

Between 2008 and 2010, the beverage company's marketing budget increased 25%, from $356 million to $445 million. In 2011, execs say they'll up spending by another 5% to 6% or $25 million to $30 million.

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Honest Tea Tests the Honor System

Honest Tea set up unmanned pop-up stores in cities nationwide where passersby could purchase bottles of tea based on the honor system – though with cameras watching discreetly. Chicago was determined to be the most honest city where 99 percent of consumers paid for each bottle taken, though only 86 percent of those in New York, found to be the least honest city, did the same.

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Google+ Is Exploding -- and Could Actually Hurt Facebook

So Google+ obviously has some traction. Just a few weeks after its launch, Google CEO Larry Page revealed that the nascent social network already had 10 million users. But will it ultimately blow up enough -- and matter enough -- to become a problem for Facebook? Simon Dumeno thinks so.

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Learn 7 Ways to Kick Google+'s Social Media Tires Now!

TRENDS: Vitaminwater's New Bus Stop Ad Let You Change Your Mobile Devices

Vitamin Water's new "You're Up" campaign stresses that the drink can give you a quick energy boost while you're scurrying around on a busy day. It has installed battery-powered public USB ports in bus shelter ads that proclaim the drink is an "Alternative Energy Source," allowing you to recharge mobile devices while you're waiting for your ride.

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10 Signs You Need A Social Media Detox

There’s no denying that social media has revolutionized the way that we interact with one another, but it’s also turned into an obsession for many of us, taking over all areas of our lives through incessant check-ins, status updates, likes, shares and more.  A fun new infographic from Column Five explores the obsessive habits that sites like Twitter and Facebook often lead to help you answer the question, ‘Do You Need A Social Media Detox?’
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The Start of Something Different

Name of Company/Competitor: Nestea
Name of Campaign/Spot: The Start of Something Different
Date Launched: 5/19/2011
Description: The TV spot 'The Perfect Day' tells the story of two people seizing the day and taking on new challenges.
Media Details: TV

Summer Time is Pepsi Time: Santa Dancing

Name of Company/Competitor: Pepsi
Name of Campaign/Spot: Summer Time is Pepsi Time: Santa Dancing    
Date Launched: 7/1/2011
Description: Santa is enjoying a Pepsi, instead of Coca Cola,  on vacation saying "Summer Time is Pepsi Time".
Media Details: TV

Summer Time is Pepsi Time: Uncle Teddy

Name of Company/Competitor: Pepsi
Name of Campaign/Spot: Summer Time is Pepsi Time: Uncle Teddy     
Date Launched: 7/1/2011
Description: Uncle Teddy, the Polar Bear, is drinking Pepsi on his yacht shouting "Summer Time is Pepsi Time".
Media Details: TV

7 Essential Aspects of Word of Mouth Marketing

Researh has found word of mouth to be 8.5 and 30 times more effective than other media.
Berger’s ASPECTS breaks down the word of mouth process into seven factors against which marketing initiatives can be designed and tested.
1. Advertises Itself
2. Social Currency
3. Practical Value
4. Emotion
5. Common Ground
6. Triggered7. Stories

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Pandora Targets Men With SoBe Lizard, Supermodel Kate UptonLaunches first in-tuner animated video ad By Ki Mae Heussner

To promote SoBe's 'Try Everything' campaign, Pandora is launching its first-ever in-tuner animated video ad on its website, but only for a targeted group of men between the ages of 18 and 29.Like other ad campaigns on the site, Pandora said, the SoBe ads are triggered on a song skip or station change, so you know there’s some involvement on the part of the listener.PepsiCo, which owns SoBe, and Pandora declined to comment on the cost of the campaign or the estimated reach. But PepsiCo said the 'Try Everything' campaign is SoBe’s largest in years and its first trademark campaign in more than a decade.

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Tea Talk

The diversity of the four brands within the PLP portfolio—Brisk Iced Tea, Lipton Iced Tea, Lipton Pure Leaf Iced Tea and Tazo—perhaps best illustrate the strength and advantage that Pepsi’s tea business has in the market, namely, a tea for every taste. Mary Barnard, vice president and general manager of the PLP, says “We’ve done a lot of work recently just to segment the brands and we really feel good about this portfolio." The article below shares information about the growing tea market and PLP strategies.

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Pepsi uses "VisualDNA" techniques to track online consumers

In partnership with Pepsi, VisualDNA developed three quizzes: Pepsi Football, Pepsi Cricket (India), Pepsi Hopes and Dreams (China). Each of the quizzes is used on the relevant Pepsi website to provide a fun user experience and glean valuable audience behavior insights.

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Consumers Now Spending More Time on Mobile Apps Than the Web

Mobile data stats from comScore and Alexa, found that in June, consumers spent 81 minutes per day using mobile apps, compared to 74 minutes of web surfing. The report found that the growth in mobile app usage came mostly from more sessions per user, rather than longer sessions overall. Those sessions, by and large, are consumed by the use of games and social media apps, which took 47% and 32% of the total amount of time used for such apps.

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Honest Tea Rap: RETHINK WHAT YOU DRINK!

Name of Company/Competitor: Honest Tea

Name of Campaign/Spot: Rethink What You Drink   

Date Launched: 6/16/2011        

Description: Honest Tea Rap about rethinking about what you are drinking.

Media Details: Facebook/ YouTube/ Social Media

Reporters without borders - The voice

A cool print execution that literally spoke to people (pun intended). With creative use of a QR code and an iphone, the agency was able to educate readers regarding deep political issues in an extremely engaging way.

Case Study Below:



Lipton Tea- Brisk Yourself

      Name of Company/Competitor: Lipton Tea

·         Name of Campaign/Spot: Brisk Yourself

·         Date Launched: 6/1/2011

·         Description: Become a Brisk character by: selecting a body, uploading a picture, and creating your own hilarious little Brisk character.

·         Media Details: Facebook/ Social Media

Brisk Yourself