Coca-Cola rolling out "communication and engagement" to boost Diet Coke line | Cupcake Vineyards encourages wine fans to "Choose Joy" | Report: Video, voice among 2018's top opportunities for marketers
February 19, 2018
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The world of beverage marketing, one sip at a time
Coca-Cola is planning to debut fresh "communication and engagement" in the next few months to bring in new Diet Coke consumers and to capture the attention of existing ones. "It's going to be a process of experimentation," said CEO James Quincey regarding how the soda giant will boost Diet Coke's profile.
Mountain Dew is offering NBA enthusiasts a chance to sit courtside with comedian Kevin Hart as part of its #CourtSideKick promotion. The company launched the contest following the news that Hart will be the new face of its MTN Dew Kickstart brand.
Cupcake Vineyards has launched a new campaign featuring the tagline "Choose Joy" to celebrate the merry moments in daily life. "The occasion to drink wine has shifted from nice events and weddings to more impulsive celebrations rooted in feeling and joy, so we were inspired to create a campaign around a new set of life moments," said Laura Wimer of Mekanism, which handled the campaign's creative.
A new report from MarinSoftware highlights this year's top 10 digital trends, including Cisco's estimation that 80% of web traffic will be video by 2019 and the report's author, Brian Finnerty, recommending that marketers make the most of this popularity by focusing on YouTube and Facebook. The report also states that Messenger ads are one of the most exciting new opportunities for marketers, along with voice and visual search.
The New York Times has created a new unit called nytDEMO, which will be dedicated to developing insights from data to build targeting tools for advertisers. Two new features have been unveiled -- one which lets advertisers run targeted ads next to content that will resonate with individual readers and another that will help advertisers to create branded content targeted to users in overseas markets based on their content preferences.
Chief marketing officers should employ technology powered by artificial intelligence to deliver more personalized targeting and use analytics to predict intent and deliver real-time experiences, writes Nandini Rathi. Marketers must ensure that all of their organization's customer data is stored in an integrated hub to gain the most valuable insights, she advises.
Consumers are increasingly adapting to sweeter Champagne varieties, following years of favoring dry offerings, said Benoit Gouez, chef de cave at Moet & Chandon. He also said beverage fans are enjoying Champagne in modern ways, such as over ice, particularly in warmer climates.
Reflecting on the growth of virtual influencer Lil Miquela, who already has 600,000 followers on Instagram, Nikki Gilliland discusses this new development in influencer marketing. The fact the influencers aren't real isn't an issue, says Gilliland, as long as the accounts are transparent and the created identity aligns with a brand's values.
Pratik Dholakiya debunks seven digital-retail marketing myths, such as the idea that social media do not encourage people to make purchases. He explains why the assertion that no one reads email anymore is a dangerous fiction for marketers when it's possibly one of the strongest ways for them to break through in the digital landscape.
Itai Bichler, head of global digital marketing at SodaStream International, sits down with Seth Hillstrom, executive director at Beverage Marketing Association, to talk about getting the most out of your brand's story.