Coca-Cola to sponsor McLaren Formula One team | Mountain Dew signs endorsement deal with WNBA's Wilson | Voice is the next big challenge for marketers
October 19, 2018
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Beverage Marketing News
Diageo exec: Craft beverage trend signals interest in authenticity
The desire for craft beverages isn't an end goal, but rather serves as a reflection of consumers' yearning for realness in an uncertain world, writes Andrew Geoghegan, Diageo's global consumer planning director. A brand such as Guinness succeeds not because it's small, but because it connects authentically with consumers, he writes.
Marketing Week (UK) (free content) (10/18) 
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Coca-Cola to sponsor McLaren Formula One team
Coca-Cola to sponsor McLaren Formula One team
(Karen Bleier/AFP/Getty Images)
Coca-Cola has signed a sponsorship deal with the McLaren Formula One racing team. The company's Dasani Sparkling and Glaceau Smartwater logos will appear on the team's cars during the Brazilian, US and Abu Dhabi Grands Prix races.
RaceFan (10/18) 
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Mountain Dew signs endorsement deal with WNBA's Wilson
Mountain Dew has signed a deal with WNBA player A'ja Wilson, marking the firm's first personal endorsement deal with a female basketball player. "Dew is a brand that I love because of its dedication to bringing fans closer to the game and the lifestyle -- and because they know how to have fun," she said.
SportsPro Media (10/17) 
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Why Warmth Is Critical to Your Career
If people think you have low interpersonal warmth, "you have something like a 1-in-2000 chance to make the top quartile of effectiveness as a leader," according to Kellogg School of Management Professor Loran Nordgren. Read more.
Measurement and Technology
Voice is the next big challenge for marketers
Voice is the next big challenge for marketers
Apple's HomePod (Josh Edelson/AFP/Getty Images)
Purchases made through smart speakers are projected to grow from $2 billion this year to $40 billion by 2022, posing a fresh but imperative challenge for marketers to meet with voice apps, writes Mike Herrick.
Adweek (tiered subscription model) (10/17) 
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Facebook gets tougher on clickbait ads
Facebook gets tougher on clickbait ads
(Nicolas Asfouri/Getty Images)
Facebook has announced that it will ban or demote ads that have clickbait headlines but no substantive information on landing pages; that policy will also apply to ads that use sensationalized language or low-quality content. The platform said that advertisers who continually post low-quality content could be penalized across all campaigns.
Marketing Land (10/17) 
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AdLingo turns ads conversational
Viewers can engage in conversations with ads through the new AdLingo marketing platform. AdLingo, an outgrowth of Google's Area 120 incubator program, uses artificial intelligence to link third-party chatbot tools to a company's marketing department.
Engadget (10/17) 
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Trends and Insights
House wines' quality is growing
Many restaurants have reinvented the standby house wine into a special private-label offering worth ordering, Lettie Teague writes. Some, such as French chef Alain Ducasse's Champagne, even turn up on store shelves as a retail release.
The Wall Street Journal (tiered subscription model) (10/17) 
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Kroger soft launches online wine shopping, delivery service
Kroger's online wine shopping and delivery service has begun its soft launch, offering curated domestic and imported wines to customers in 13 states and the District of Columbia. Kroger Wine's offerings are available in six- and 12-bottle cases, with 15 collections available, along with optional mixes of red, white and rose wines.
Supermarket News (free registration) (10/17) 
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25% of holiday digital budgets to be spent on Black Friday
Retailers are investing 25% of their digital marketing holiday budgets in Black Friday campaigns and just 5% of survey respondents said they intend to target last-minute holiday shoppers, according to Advertiser Perceptions and Nanigans. Additionally, 21% of marketers are prioritizing Google, 18% are spending the most on Facebook and 15% are choosing Amazon as their preferred channel.
Marketing Land (10/17),  Chain Store Age (10/16),  Marketing Dive (10/17) 
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SmartBrief Originals
Most Clicked: Take a look at this week's hottest food and beverage industry stories with SmartBrief
Tales of CPG brands resonated with food readers this week
Tales of CPG brands resonated with food readers this week
(Otto Greule Jr/Getty Images)
Mars' third-place ranking on Fortune's top workplace list proved most popular with readers this week. CPG brands populated most of the Top 10 list, including a story about J.M. Smucker's brand-building strategy and Unilever's new line of probiotic ice cream.
SmartBrief/Food & Beverage (10/19) 
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News From BMA
eBev Global interview: "Empowering the women that power our industry"
Deborah Brenner, founder and CEO of Women of the Vine & Spirits, sits down with Seth Hillstrom, executive director at Beverage Marketing Association, to talk about why men and women still aren't on common ground in the world of wine and spirits -- and how we can change that!
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eBev Global interview: "Impart before you depart: Sharing your wisdom with the next generation"
Samar Singh Sheikhawat, immediate CMO of United Breweries Ltd., sits down with Seth Hillstrom, executive director at Beverage Marketing Association, to talk about his vast experience and industry knowledge, and the importance of transferring that to the next generation of practitioners.
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Clarity is the antidote to anxiety, and therefore clarity is the preoccupation of the effective leader. If you do nothing else as a leader, be clear.
Marcus Buckingham,
business consultant and author
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