Coca-Cola is releasing updated packaging in the US with new colors that "quickly communicate flavors and clearly distinguish between full-sugar and zero-sugar/calorie-free options" to consumers, said Natalia Suarez, senior brand manager of Coke Choice Portfolio in North America. Changes include a cream color for Vanilla Coke's containers and magenta-colored Cherry Coke cans and bottles while the company is set to debut a Mocha flavor for its Coca-Cola with Coffee line next month.
PepsiCo's SodaStream division has released the Art, its latest sparkling water machine featuring the brand's new Quick Connect technology that allows for easier container insertion. Art also features a "new, sophisticated look" that will serve as "a showstopper in any kitchen," said Mark Fenton, general manager at SodaStream US.
Zevia's growth plans include expanding into the club channel, debuting the first limited-edition flavors for its stevia-sweetened soda line and adding two flavors to its energy drink range, which is experiencing high-velocity sales, said CEO Paddy Spence. The company is projecting long-term growth of 30% in 2022 with more consumers seeking better-for-you beverage alternatives, said Spence.
What trends will move digital commerce in 2021? Pivotree experts share their predictions for 2022 across three critical areas of commerce: Supply Chain, eCommerce, and Data Management. Join us for an interactive chat to find out when and how supply chain woes could ease up, the trends we expect to accelerate, and 3 areas of CX to focus on. Register for the webinar.
Brands reliant on digital customer acquisition are adapting to changing privacy constraints and consumer shopping habits by embracing full-funnel marketing strategies to generate awareness and responses, along with performance tactics, writes Kimeko McCoy. Laundry Service's Mike Mikho says, "The reason that you move from acquisition to full-funnel marketing is because you've gotten all the low-hanging fruit you can and now you need to widen your funnel and bring more people into your brand."
Fifty percent of Twitter users say brands over-relying on humor on the platform can seem outdated and 80% are happy seeing ads if they're meaningful or entertaining, according to Twitter's "#RealTalk" study. In addition, 90% like brands that display a strong personality.
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