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February 1, 2013
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News for the non-alcoholic refreshment beverage industry

  Industry News 
  • The secret to Coke's orange juice? Its all in the algorithm
    To create not-from-concentrate 100% orange juice for its Minute Maid and Simply brands, Coca-Cola relies on a sophisticated system that includes an algorithm that considers "up to 1 quintillion decision variables to consistently deliver the optimal blend, despite the whims of Mother Nature," said consultant Bob Cross, who designed the company's juice model. Bloomberg Businessweek (1/31) LinkedInFacebookTwitterEmail this Story
  • Campbell takes on several ideas at once, CEO says
    Campbell Soup CEO Denise Morrison says the company has a "fire bullets" strategy of developing several ideas simultaneously. "The premise is to have multiple ideas going at the same time and place your bets on the opportunity that is the most viable," she said. "Then, you can expend whatever resources you have available to ensure its success, making it a cannonball." NJBIZ (New Jersey) (1/30) LinkedInFacebookTwitterEmail this Story
  • Elsner tapped for new role of Kraft CMO
    Deanie Elsner, who has been with Kraft since 1992, most recently as president of the beverage business, has been named to the company's new role of chief marketing officer. "Deanie is uniquely qualified to pioneer this role given her success in building some of the world's most iconic brands throughout her 20-year career at Kraft,” said CEO Tony Vernon. Progressive Grocer (1/31) LinkedInFacebookTwitterEmail this Story
  Health and Nutrition 
  Marketing Report 
  • Marketers butt heads over Super Bowl social strategies
    Marketers are divided over whether it's best to promote Super Bowl ads via social channels in advance of game day or to keep the ads under lock and key in the hope of surprising and delighting TV viewers. “The world has changed,” said PepsiCo marketing VP Angelique Krembs. “Now, enabled by social media, there’s a lot of conversation before the game about what’s coming up, and we want to be the most talked-about brand in that conversation.” The New York Times (tiered subscription model) (1/30) LinkedInFacebookTwitterEmail this Story
  • Dunkin' Donuts invites mobile interaction via Twitter, Instagram
    Dunkin' Donuts is engaging mobile users by inviting them to submit photos of subpar homemade sandwiches via Twitter and Instagram to have a chance at winning mobile gift cards. The campaign promotes Dunkin' Donuts line of bakery sandwiches. "By allowing our fans to send us photos of their sandwiches that 'just didn't cut it' through both Twitter and Instagram, we're opening up another stream of communication that is widely used and will provide us with an additional portal to entry," said Scott Hudler, vice president of global consumer engagement at Dunkin' Brands. (1/31) LinkedInFacebookTwitterEmail this Story
  ABA News 
  • The ABA tweets: Follow us on Twitter
    Now you can follow the ABA on Twitter! We keep you updated daily on the latest beverage industry news and bring you the information you need. Follow us today @Ameribev. LinkedInFacebookTwitterEmail this Story
Never confuse a single defeat with a final defeat."
--F. Scott Fitzgerald,
American writer

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