Coca-Cola has decreased dwell times for its transportation system by using the Dynamic ETA and Executive Dashboard programs from FourKites, a supply chain visibility platform. The programs also give Coca-Cola and its partners up-to-date insights related to shipment delivery and inefficiencies in the system that need to be addressed, said Don Wermerskirchen, senior manager of transportation & planning optimization for Coca-Cola North America.

Jones Soda is returning its Turkey and Gravy flavor to select retail after a hiatus of more than a decade due to interest by younger consumers and the fact the flavor "makes people remember who you are," said CEO Mark Murray. Jones will market the flavor's return "very aggressively" and release only 35,000 bottles, added Murray.

John Ferolito, a co-founder of AriZona Iced Tea, has assembled a team of consumer packaged goods veterans to debut Saint James Tea, a wellness-focused tea range packaged in Tetra Pak cartons. "From a trend standpoint, what Saint James is doing within the health and wellness space is exploding," said creative director Jon Buscemi in a statement. "It's the perfect time to introduce an innovative brand like this to the market."

Shamrock Farms has rolled out new seasonal whipping creams and eggnogs nationwide. Whipping cream debuts include vanilla bourbon, decadent chocolate and pumpkin spice, while the Irish whiskey, pumpkin spice and pecan pie flavors are joining the eggnog lineup.

Social media trends related to seasonal hot beverages affect consumer buying habits with tea, espresso and hot cocoa bombs gaining traction on social channels, said Kevin Bangratz, a marketing researcher at vanilla, cocoa and coffee extracts manufacturer Prova. Hot beverage consumers are also seeking indulgent flavors paired with seasonal ones, such as winter berries, as well as functional ingredients in their coffees and teas, according to industry experts.

Communicating brand values is essential for marketers to connect with consumers who are using their purchasing power to advocate for social justice and environmental issues, Ambreen Ali writes. Ali cites research studies that highlight the importance of brand values and examples of brands that have evolved messaging in response to changing consumer demands.

Instagram's active user base makes the platform ripe for generating content among customers and to mine for potential brand ambassadors, writes LBSWebsoft founder Birbahadur Singh. Spark content creation by rewarding platform users for answering questions or surveys, encourage individuals to use brand-related hashtags and enlist engaged fans as microinfluencers, suggests Singh.

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