Pepsi Max and Uncle Drew Launch Three New Teaser Videos #WhereIsTheBigMan?

Coconut water's consumer base expands

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Although consumers might have classified coconut water as an “exotic” beverage in the past, it’s quickly becoming more mainstream. In fact, the number of global coconut water launches has increased more than 540 percent in the last five years, according to Chicago-based market research firm Mintel. In 2013 alone, the number of coconut waters released in the United States increased 92 percent from 2012, according to Innova Market Insights’ Innova Database.

North America dominated the market with 35 percent of the launch activity in 2012, but Europe followed closely behind with 34 percent of new coconut water launches, Mintel reports. Coconut water releases in both of these areas demonstrated double-digit growth compared with 2008. The Asia-Pacific region accounted for 14 percent of launches, which is a 5 percentage point increase from 2008, the market research firm adds. However, Latin America saw a significant decline in new coconut water introductions, with 16 percent of new coconut water product launches in 2012 compared with 61 percent in 2008, it states.

In the United States, consumers’ acceptance of electrolytes in beverage applications has helped the segment’s growth, according to Jonny Forsyth, global drinks analyst at Mintel. “Coconut water contains naturally high levels of electrolytes, including potassium, calcium and magnesium, which have made it popular as a sports drink for natural foods consumers,” he said in a statement. “Coconut water is doing particularly well in the U.S. because both sports recovery drinks and vitamin-enhanced waters are well-established — much more so than in other countries — meaning that people already buy into the benefits of electrolytes in a beverage.”

In the U.S. market in 2012, value sales of coconut water rose more than 100 percent, notes Virginia Lee, senior research analyst with Euromonitor International, Chicago. The segment continued its strong performance last year but at a slower rate. Value sales of coconut water increased less than
40 percent last year, she says.

“The strong performance is attributable to coconut water producers marketing the beverages as ‘nature’s electrolytes’ — a natural way to rehydrate after a workout and replenish the body without chemical additives,” Lee says. “Its low calorie content compared to other 100 percent juices also boosts its appeal among the health-conscious.”

Come one, come all

Young, affluent athletes remain the primary demographic for coconut water; however, the health appeal and expanded availability of coconut waters have broadened its reach, Lee says.

“The affluent athlete audience has expanded to include non-athletes and older consumers in the past few years as coconut water branched out from health food stores to supermarkets, convenience stores and drug stores,” she explains. “The reduction in price points along with wider distribution has also served to expand the consumer base.”

Demonstrating the expanding reach of the segment, Epicurex LLC launched Cocozia coconut water, which targets athletes and sports aficionados but also appeals to health-conscious consumers who are concerned about genetically modified and processed foods, it says.

“We see a growing demand for products that are strictly non-GMO,” said Wade Nevill, vice president of marketing for the North Miami Beach, Fla.-based company, in a statement. “We wanted to assure our customers that Cocozia is 100 percent all-natural. That’s why we are Non-GMO Project Verified. The coconuts we use have no artificial growth hormones, nor have any other ingredients been genetically altered.”

Last summer, New York-based Vita Coco introduced a line of coconut waters formulated especially for children between the ages of 2 and 8. With 35 calories and 8 grams of sugar in each 6-ounce serving, Vita Coco Kids has fewer calories and approximately half the sugar of many other children’s beverages, the company says. In addition, the drinks do not contain artificial sweeteners and are high in potassium. The line is available in Apple Island, Paradise Punch and Very Cherry Beach flavors.Other consumer packaged goods successes, such as the rise of coconut milk as a dairy alternative for yogurt-style products, also have aided in enhancing coconut water’s healthy image in the beverage industry, adds Natalie Tremellen, marketing analyst with Innova Market Insights, the Netherlands. Overall, coconut water has become popular among dieters and consumers concerned about general wellness, she notes. This even impacts the children’s drinks market.

Both children and seniors are good targets for coconut waters, Innova’s Tremellen says. For kids, they can be marketed as a healthy alternative to sugary juices and beverages; for seniors, they can be appealing because they offer a natural source of minerals and electrolytes, she explains.

Big help from big names

Additionally, celebrity endorsements have showcased coconut water as an on-trend health beverage for a wide range of consumers, Tremellen adds.

For instance, Zico, a brand of Atlanta-based The Coca-Cola Co., and Los Angeles-based O.N.E. Coconut Water both are using Olympic athletes to help promote their products this year. Vita Coco also is capitalizing on the celebrity culture. Most recently, the brand partnered with baseball player Josh Hamilton to promote brand awareness, and in 2012 it created a tropical-fruit-flavored coconut water with music artist Rihanna. 

These three brands — Zico, O.N.E. and Vita Coco — dominate the U.S. coconut water market, Euromonitor’s Lee notes.

In addition to celebrity endorse-ments, coconut water sales also have been helped by high-profile investments from beverage companies, Mintel’s Forsyth said in a statement.

The Coca-Cola Co.’s Venturing and Emerging Brands (VEB) business unit announced toward the end of 2013 that it had acquired the outstanding ownership stake in Zico Beverages LLC. The Coca-Cola Co. first invested in the company in 2009, and in 2012 it purchased a majority stake in the brand. Earlier last year, the coconut water joined Coca-Cola’s distribution system, making the product available across the United States and Canada.

“When we made our investment in Zico, we did so because we saw it as a burgeoning premium brand with the potential to be a significant leader in a high-growth category,” said Deryck van Rensburg, president and general manager of Coca-Cola North America’s VEB business unit, in a statement. “Over the past four years, we have watched the coconut water category see an impressive spike in revenue and household penetration and Zico solidify its position as one of the leading brands in this category. With our acquisition, we plan to innovate in all aspects of the consumer experience and increase both velocity and distribution to position Zico for even more growth. This announcement is the sign of a continued beginning for the brand, with more resources, support and cachet to come.”

Similarly, PepsiCo first invested in O.N.E. coconut water in 2009 and increased its investment to hold a majority stake in the company the following year.

After the most recent investment, former PepsiCo Beverages Americas Chief Executive Officer Massimo d’Amore said in a statement: "Coconut water is one of the fastest-growing categories in the U.S. beverage market and one in which we see a great deal of potential. Our investment in O.N.E. is an investment in the future.”

Flavor trends

As Zico’s former Chief Executive Officer Mark Rampolla told Beverage Industry in its December 2011 issue, its Natural coconut water variety is its best seller, but Chocolate quickly rose to the No. 2 spot after its launch earlier that year. Euromonitor’s Lee notes that chocolate is one of the most popular flavors for coconut water.

The coconut water segment also reflects this trend, with plain or “unflavored” coconut water taking the top spot on Innova’s list of the top flavors of coconut waters launched in the United States in 2013. Unflavored coconut water accounted for 32 percent of product launches last year, the market research firm reports. For instance, The Double Cola Co., Chattanooga, Tenn., launched not-from-concentrate, unflavored Minoku Coconut Water, and Miami-based Just Coco USA LLC imported unflavored Just Coco coconut water last year.

Pineapple, green tea, mango and orange flavors rounded out the remaining top flavors of coconut waters launched in 2013, Innova notes.

However, some brands are straying from the typical tropical fruit flavors. Australian company Mode Drinks entered the coconut water market last year with Coco Fresco Pure Coconut Water. This line of coconut waters switches things up with fruit flavors including Strawberry, Watermelon and Passion Fruit. Coco Fresco Pure Coconut Water also comes in an unflavored Natural variety.

Furthermore, Taste Nirvana put a savory twist on coconut water when it launched Real Coconut Water with Thai Chili Extract last summer. The all-natural beverage is made with Thailand-originated chilies and young coconuts, the company says.

Coffee flavors also are trending well within the segment, Innova’s Tremellen says.

Coco Cafe, a registered trademark of New York-based All Market Inc., expanded its brand of coconut water café latte beverages with Mocha and Vanilla flavors in early 2013. Coco Cafe Mocha blends cocoa with natural coffee extract, reduced-fat milk and fresh coconut water, while Coco Cafe Vanilla blends natural vanilla with natural coffee extract, reduced-fat milk and fresh coconut water.

Also showcasing the coffee and coconut water trend, San Francisco-based Zola introduced Zola Coconut Water with Espresso last fall. A 17.5-ounce can contains five essential electrolytes, more potassium than a banana, and 125 mg of caffeine, the company says.

“We expect to see more flavor varieties for coconut water, as plain coconut water can be [an] acquired taste for many Americans,” Euromonitor’s Lee says. “More blends with other fruit juices and coffee will be launched on the market.”  

COKE PROMOTES FREESTYLE FOUNTAIN MACHINE WITH CLEVER VINE SHORTS

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Coca-Cola tapped Vine celebrity Zach King to help promote its new Coca-Cola Freestyle fountain machine, which can create more than 100 drink combinations, in a series of fun and clever six second videos. King, known as the "Vine Magician" for his use of special FX in the medium, helped create the Vines with the aim of capturing the fun, choice and possibility of Coca-Cola Freestyle; in this one, he taps on a tablet and Fanta appears to come out, while others feature drinks turning into confetti and cups magically appearing out of nowhere. The first two posts have already generated more than 14,800 likes and 6,000 re-vines, and the series will continue to roll out each Monday throughout February. Digital agency 360i is behind the campaign.

You'll Dig These Scratch-Off Bus Shelter Ads for 'Art as Archaeology' Museum Show

via adweek.com

The Museum of Contemporary Art in Chicago has employed scratch-off advertising on bus shelters around the city to hype its newest exhibition, The Way of the Shovel: Art as Archaeology. The ads were printed on backlit, clear plastic. Scratching off the opaque topcoat reveals cool artwork underneath.

Since an ad campaign requiring real digging with actual shovels would have been prohibitively costly, difficult and unsafe, this is probably the best way to reinforce the theme of the exhibition. (A scratch-off tip-in ad was also placed in the Chicago Reader newspaper.) I could see this idea working well in film and theater advertising, too.

Heineken Dares Guys to Get Sentimental, in Return for a Date in a Box

via http://creativity-online.com

Last year, Heineken's V-Day campaign saved the butts of guys without reservations with by asking them to tweet to get a table at a restaurant. This year, Wieden & Kennedy New York and the beer brand puts the pressure on guys, with "Date in a Box."

The brand continues its adventure-pushing, Open Your World mantra with the campaign, which asks you to get the Box, which contains a real mystery date, by tweeting to @Heineken_US. The guys will get mailed the date box, but the only way to open it is by sharing his lovey-dovey feelings, via Instagram. The code to unlock the box will be sent to the guy on the morning of Feb. 14, so the couple can enjoy the contents that night.

Coca-Cola, Hyundai Drop Oscars As GM, Pepsi Come On Board

via http://variety.com

Longtime Oscars sponsors Coca-Cola and Hyundai Motor have dropped their support of the event, their places taken by PepsiCo and General Motors, ABC disclosed Thursday.

The Walt Disney network said J.C. Penney and American Express, two other veteran Oscars advertisers, remained on the roster  for the event.  Other advertisers who will appear during the March 2, 2014, telecast are Johnson & Johnson, AARP, Chattem, Coldwell Banker, Johnson & Johnson, Mars, McDonald’s. Samsung, Sprint, Sunovion, and Unilever,which will advertise two products: Dove and Lipton.

Adweek previously reported that Coca-Cola would not return to the venerable awards program, while Variety reported Hyundai’s potential absence in October.

Hyundai had been the event’s exclusive auto advertiser since 2009, part of an aggressive ad strategy that had the Korean automaker taking over many ad perches previously held by U.S. automakers. In 2012, Hyundai spent about $11.3 million on Oscars advertising, according to Kantar, a tracker of ad spending, about three minutes and 30 seconds’ worth of advertising. Coca-Cola. meanwhile, spent around $8.1 million on about two minutes and 30 seconds’ worth of commercials, primarily in support of Diet Coke.

In a statement. a Coca-Cola spokeswoman said Diet Coke “decided to place its advertising in a number of different broadcasts to meet the goals of its 2014 campaign.” A spokesman for Hyundai did not respond to an emailed query seeking comment. An ABC spokeswoman declined to comment on past advertisers and their status in the program.

ABC sold out of ad inventory for the show in October. The network had been seeking between $1.8 million and $1.9 million for a 30-second spot, a new benchmark for Oscars ad coin.

Newspaper Brilliantly Reenacts Scenes From Art, Music and Film in One Take

via  http://www.adweek.com

In marketing, sometimes the greatest obstacle to greatness can be attempting to re-create greatness. Advertising seems to know only how to cheapen art, making it incredibly rare to find an homage that doesn't feel like a commercialized cardboard cutout of the original.

So it was ambitious enough for The Sunday Times and agency Grey London to attempt this ad devoted to iconic moments in art, music and film. But then they doubled down by choosing to create one seamless take that brings each of these masterworks to life.

The result is an incredible 50 seconds of real-time video called "Icons," created without any digital trickery, in which we see one actor move fluidly through six scenes from classical art and pop culture, with references to Forrest Gump, Reservoir Dogs, Daft Punk and more.

The key to making a clip that glorified great art rather than diminishing it was in celebrating the meticulous construction of each icon, says Grey executive creative director Nils Leonard. Many ads mimic art, he says, but few truly honor it by showing the details that make an enduring icon.

"When someone says 'a nod to,' you need to start worrying. This is a much more honest idea, an open idea. It's not claiming these icons at all. It's showing what it took to construct these images," Leonard tells Adweek. "It raises the subject matter of thought that goes into these kinds of moments, and why some of them are remembered but some of them aren't."

From day one, the concept had its risks. It would obviously be difficult to create something stylish and elegant but also grounded in the reality of an unedited long take. And without any licensing agreement in place with any of the featured artists or filmmakers, there was always the chance of a legal battle with one of the creators they were trying to honor.

But the agency pressed on, not just writing a potential shot list but actually describing in detail how each scene could flow gracefully into the next.

On Jan. 3, the agency brought the approved script to a directing duo called Us, made up of Chris Barrett and Luke Taylor. They were instantly enamored with it but expressed concern about Grey's goal of squeezing 11 different icons into the shoot.

"We knew the joy of this commercial was going to be the transition from one scene to the other, and we didn't want to rush those," Barrett says. Together they honed the script down to six scenes and began planning how to pull it all off.

After one day of prelighting and rehearsal, the ad was filmed on Jan. 22.

By 4 p.m., they still didn't have a workable take. The problem was in reenacting Michelangelo's Creation of Adam, which required turning the camera 45 degrees in midtake. The camera, they realized on the day of the shoot, couldn't turn in the right direction. The steady-handed cameraman volunteered to manually manage the tilt, which saved the shot.

All told, there were 27 takes, but No. 16 was the clear winner. A week later, the spot was on air and online.

Despite the logistical difficulty of the shoot and the tight time frame, Barrett says the ad's quick turnaround was made possible by the fact that everyone involved was a true believer.

"It was great to have such a strong idea from the beginning," he says. "Everyone from the client to the agency, everyone was just so on board with it, it was a joy to work on. It was a really nice, smooth, enjoyable ride."

Grey hopes to build on the project, possibly with another video or by partnering with artists to re-create their favorite icons from the past and pop culture.

DIANE KRUGER AND JOSHUA JACKSON DEFY DEATH IN MERCEDES' NEW STUNT

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The definitely dating, maybe engaged celebrity couple Diane Kruger and Joshua Jackson recently took what could have been a roadtrip to hell, courtesy of Mercedes-Benz. The automaker, along with agency Jung von Matt, tapped the actors to participate in an interesting experiment that required them to travel through Death Valley for two days -- without any drinking water.

Mercedes wanted to prove the purity of emissions from the brand's F-Cell electric vehicle, which, apparently, emits nothing but safely potable water. So Mercedes and JVM simply strapped a tank to the bank of a car, which would provide the only H20 for the stars' trip.

As you'll see from the video, it wasn't such a hellish excursion after all, and Ms. Kruger and Ms. Jackson end up having an amusing, yet incident-free trip--with 21 liters of water. Full disclosure: according to JVM Creative Director Jonas Keller, "To compensate for the lack of trace element of distilled water, a particulate and carbon-active filter was attached to the water tank." So some healthy "tampering" was involved.

Jung von Matt previously demonstrated the F-Cell's impact-free emissions with "Invisible Drive," the 2012 Cannes Outdoor Grand-Prix winning stunt that rendered the cars invisible.

New Powerful Apple Ad Celebrates Thirty Years

Budweiser's 'Puppy Love' Ad Wins Super Bowl Viewers' Hearts

via http://www.npr.org



The Super Bowl sure didn't live up to expectations. Pigskin prognosticators told us it would be a close game between the NFL's two best teams.

Instead, Denver was never really in it.

 

The other big story of every Super Bowl, though, turned out just as experts predicted it would.
Budweiser's latest sentimental spot to use a cute dog and photogenic Clydesdales to sell beer.

"Never mind that it aired with just two minutes left in a dog of a game," USA Today writes, the ad "about a spunky puppy who is adopted but keeps coming back home to the Clydesdale horse it loves" scored highest with the newspaper's online audience of 6,272 voters.

The commercial, which Budweiser had put online last week, had been a pregame favorite to win viewers' hearts. After all, a similar spot won last year's Ad Meter.

Others ads that scored well with USA Today's panelists:
— Doritos' "Cowboy Kid"
— Budweiser's "Hero's Welcome"
— Doritos' "Time Machine"
— Radio Shack's "Phone Call"

As for the trend this year, that unlike in other recent years when many of the ads were edgy, "most of the commercials that Fox broadcast nationally during Super Bowl XLVIII on Sunday sought to invoke fuzzy feelings that would warm the cockles of consumer hearts, if not MetLife Stadium. The television and social media audiences were exhorted repeatedly to forget their troubles and put on a smiley face."