Coca-Cola launches major brand refresh for Fresca | With Mother, Stella Artois launches its biggest campaign, fueled by TV ads | Michelob Ultra extends PGA sponsorship reach
April 18, 2018
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Beverage Marketing News
Peet's Coffee maximizes activations for Coachella event
Peet's Coffee has positioned interactive mobile exhibits at the Coachella music festival to bring attention to its cold-brew drink. The company invited fans onto its branded bus to beat the heat, while its keg trike traveled the festival sharing samples of its Baridi Black Cold Brew coffee.
Chief Marketer (4/17) 
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Coca-Cola launches major brand refresh for Fresca
Coca-Cola launches major brand refresh for Fresca
(The Coca-Cola Co.)
Coca-Cola executives realized they were "sitting on a potential gold mine" with the 50-year-old Fresca brand, which walks the line between flavored seltzer and soda. The company has initiated a major brand refresh to attract millennials to the beverage, including a packaging makeover, ads and brand partnerships.
The Business Journals (tiered subscription model)/Atlanta (4/16) 
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With Mother, Stella Artois launches its biggest campaign, fueled by TV ads
With Mother, Stella Artois launches its biggest campaign, fueled by TV ads
(Stella Artois/YouTube)
Stella Artois and agency Mother New York have launched its largest global marketing push to date; the push encourages consumers to put down their smartphones and enjoy a beer. The campaign features a TV ad called "Les Pockets" that will air in 19 countries.
The Drum (Scotland) (4/16),  MediaPost Communications (4/17),  Ad Age (4/16) 
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Other News
A road map for success from loyalty experts
Olson 1to1, a leading loyalty provider, uncovers the human element that exists between the customer and the brand. We define why establishing emotional loyalty is more critical than ever to creating an unbreakable bond with customers and provide strategies that you can start using right away. Download Now
Measurement and Technology
How to overcome data bias
Marketers discuss how to remove bias from data, predictive analytics and ad targeting, starting by questioning human assumptions when choosing data to analyze. "It's good to have a hypothesis of what you think you'll see in the future -- the key is to then test that hypothesis in multiple ways," says Mindshare's Ikechi Okoronkwo.
Adweek (4/16) 
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Facebook publishes blog explaining third-party data collection
Facebook publishes blog explaining third-party data collection
(Justin Sullivan/Getty Images)
Facebook released a blog post that aims to explain to consumers how the platform collects user data from third-party apps and sites, as well as how that data is used. Facebook says it receives information from third parties -- including information such as a user's browser, IP address and operating system -- to improve ad targeting and employ data analytics to better understand how their services are being used.
CNNMoney (4/16),  USA Today (4/17) 
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Trends and Insights
Hundreds show up for Cherry Ale-8 soda sampling event
Over 200 Ale-8 fans got in line last week in Winchester, Ky., for a sample of the soda brand's first new flavor, cherry. "It's amazing to see all of our loyal fans out here to give it a try," said Marketing Director Chris Doyle.
The Winchester Sun (Ky.) (4/16) 
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Schweppes' new campaign asks "What do you expect?"
Schweppes has released a commercial directed by Michael Gracey to usher in the brand's new tagline, "What do you expect?" The ad shows a young woman in a bar who's served a Schweppes and leaves to experience a more-adventurous night out than she previously anticipated.
Campaign UK (tiered subscription model) (4/13) 
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How marketers can connect with millennials
How marketers can connect with millennials
Digital marketers share their thoughts on the best ways to reach millennials, including the need to give them a reason to care about your brand, using social media, connecting via mobile and allowing them to experience products or services. "Millennials love experiences, and experiential marketing is a great way to target this brand savvy demographic," says SUMO Heavy's Bart Mroz.
CMSWire (4/16) 
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Addressable Audience
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    News From BMA
    Influencer-generated content in the beverage alcohol industry
    A recent study showed that although they account for less than 25% of drinking-age adults, millennials account for 35% of US beer consumption, 32% of spirits consumption and 42% of wine consumption. As more millennials turn 21, we've witnessed legacy brands undergo rebranding efforts, launch new products and pivot into other industries -- aimed at targeting the millennial drinker.
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    eBev Global interview: "The shift from traditional marketing to service-led value creation"
    Colin Kavanagh, vice president of global marketing, Malibu & Kahlua, for The Absolut Company, sits down with Seth Hillstrom, executive director at the Beverage Marketing Association, to talk about "the need to constantly adapt to truly serve your consumer."
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