How Gatorade boosted sales, market share with a unique innovation approach | Lucozade's Young on partnerships that express a brand story | Nielsen launches esports division
August 18, 2017
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Beverage Marketing News
Pepsi harnesses the power of Snapchat in Super Bowl contest
PepsiCo has debuted its "They Win. You Score" digital promotion to give fans a chance to win NFL prizes, including Super Bowl tickets. Consumers can enter the contest by posting photos of special codes from specially marked Pepsi bottles and cans to their Snapchat accounts.
Chief Marketer (8/17) 
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How Gatorade boosted sales, market share with a unique innovation approach
How Gatorade boosted sales, market share with a unique innovation approach
Faced with increasing competition and stagnant sales in 2008, Gatorade developed a new way to reclaim its dominance by focusing on core users and innovating around its existing products rather than overhauling its lineup. The approach helped the firm boost sales and market share, and by 2015, the brand owned 78% of the American market, writes David Robertson.
Harvard Business Review online (tiered subscription model) (8/17) 
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Other News
The Short Form Video Ad Experience: Finding Balance
Finding the right balance of content and ads is a vital part of the overall viewing experience. The FreeWheel Council for Premium Video explores the impact of different ad experiences on almost 3000 viewers using facial recognition technology. Download the Study Here
Measurement and Technology
Nielsen launches esports division
Nielsen is lending its data expertise to the realm of esports to offer "sponsorship valuation, fan insights, custom industry research, and consulting services," the company said. Esport24 reports that the major esports tournament playoffs so far this year have attracted sponsorship value from $75,000 to almost $17 million.
Mashable (8/17),  VentureBeat (8/17),  Bloomberg (8/17) 
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A guide to boosting your social audience
Kent Lewis advises how to increase your social media audience by creating a compelling profile, by utilizing a content calendar for consistency across social channels, and by employing hashtags where appropriate. Cross-post content, follow key influencers and share your best content.
SmartBrief/Marketing (8/17) 
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Marketers are taking back the digital reins, survey finds
A recent survey from the World Federation of Advertisers found that 86% of marketers have taken more control over their programmatic advertising plans or plan to do so soon. "Advertisers are taking back control of something which is critically important for the company, which before they delegated without fully understanding," WFA CEO Stephan Loerke says.
MediaPost Communications (8/16),  The Wall Street Journal (tiered subscription model) (8/16) 
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Trends and Insights
Sherry sales on the rise, thanks to hipsters
Hipsters and young drinkers are reviving sales of sherry in the UK after several years of declining interest in the wine variety. Sherry sales at UK wine chain Majestic rose 46% over the last year, while premium versions of the drink climbed 71%, Mike Pomranz writes.
Food & Wine magazine online (8/16) 
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Wine sales outpace beer, Nielsen data indicate
Sales of wine and spirits outpaced beer in the year ending in June, Nielsen data reveal. While beer sales dipped by more than 2% during the year-long period, sales of wine and spirits rose 1.5% and 1.6%, respectively.
The Drinks Business online (U.K.) (8/16) 
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Beastie Boys' Mike D to consult on Calif. restaurant's wine list
Rapper Mike D of the Beastie Boys will be helping craft the wine list at new Los Angeles restaurant Hearth & Hound. A self-described "wine geek," the rapper will work with Taylor Parsons to select the eatery's wine offerings.
Eater/Los Angeles (8/16) 
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SmartBrief Originals
Most Clicked: Take a look at this week's hottest food and beverage industry stories with SmartBrief
Kraft Heinz's innovation focus drew readers this week
Stories about Kraft Heinz's increased innovation output and Whole Foods' meat sourcing proved popular with SmartBrief's food and beverage readers. The week's top story, however, was about how youth-focused chain Chuck E. Cheese debuted a new restaurant format in Texas.
SmartBrief/Food & Beverage (8/18) 
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There is no waste of any kind in the world that equals the waste from needless, ill-directed and ineffective motions.
Frank Bunker Gilbreth,
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