PepsiCo is beginning to assemble a team to staff The Hive, its new unit that will provide a space for small brands to grow. The unit will be fully staffed by early next year, said Seth Kaufman, president of PepsiCo North America Nutrition, who is overseeing the operation.
Coca-Cola is strengthening ties with consumers by perfecting its personalization efforts and bridging the gap between the physical and digital worlds, said Chief Digital Officer David Godsman. "We're entering a new chapter as a company, a chapter of digital transformation," he said.
Chicago-based functional water brand Napa Hills says it plans to take its line of vineyard waters nationwide by 2019. Brand co-founder Ellona Jarvis says she developed the antioxidant-rich, nonalcoholic beverage four years ago when she was seeking an alternative to wine that possessed a similar health profile.
Sparkling Ice has chosen Epsilon as its new agency of record following a formal review. The brand, which is owned by Talking Rain Beverage Co., says it wants to encourage future growth by focusing its campaign on flavor, individuality and authenticity.
Both emerging and traditional brands can attract new audiences on social by integrating their apps with social sites so users can easily share their brand-related experiences and by telling inspirational stories that social users love to share, writes Mary Long. "[U]nsung stories can be spread far beyond their origins" on social, she writes.
Tyson Foods' plan to explore plant-based and lab-grown meats and ALDI's expanded US grocery offerings proved popular with SmartBrief readers this week. Stories about the renovated McDonald's flagship in Chicago and plans by the chain and its franchisees to invest $6 billion to upgrade restaurants around the country also caught readers' attention.
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