Beer Marketer's Insights
At time so-called performance energy brands are enjoying quite a ride, veteran brand called X2 All-Natural Energy Drink is dialing up its own messaging, offering clean entry steeped in easy-to-grasp hydration benefits. “We bring the ability to deliver the same performance, but in a better-for-you offering,” cmo Jon London said today at event in Midtown Manhattan where co announced multi-year partnership with National Fallen Firefighters Foundation. In contrast to some of performance brands, X2 contains only 10 ingredients, all of them likely to be familiar to shoppers, including mix of fast-acting and slow-acting sugars to avoid spike-&-crash effect of some energy entries, Jon indicated. All the caffeine is sourced from green tea.
The NFFF alliance ties X2 to firefighting profession for which adequate function and hydration can be matter of life and death, with 3 components to deal. First, X2 will sponsor 50 stair climbs held around country every year to memorialize the firefighters who lost their lives during 9/11 terror attacks, whether at the scene or via diseases incurred during that period. The climbs, the brainchild of Colorado firefighters, are held at venues ranging from high-rise apartments and hotels to Madison Square Garden and Lambeau Field and involve taking same # of steps, 2,200, as would have been required to get to top of 110-story World Trade Center towers. At conclusion, participant rings bell and reads out name of firefighter being commemorated. Co also will sponsor Be Extraordinary challenge in which consumers can make virtual stair climbs, making contribution to foundation and posting their own stair photos. And X2 also will devote share of sales proceeds to group.
In quick discussion at event today, London, a Boston Beer vet who joined 3 years ago, said co has been exploring ways it can take learnings from its coconut-water-infused Sport subline and apply them to more mainstream core line, whose success in national rollout at Subway chain was enough to induce him to join co 3 years ago. By now brand is in regional 7-Eleven and other c-store chains, scoring its best success in New England, Chicago and Portland, Ore, and lately undertaking push into NY/Mid-Atlantic area, via retail partners like Sunoco gasoline stores and Rudder’s. It’s just exploring possibility of employing DSD in some markets, he said. NJ-based parent co Advanced Bio Development is controlled by PE house Catterton Partners. Brand info at X2Energy.com.
KDP Moves Hopkins into Key DSD Role Being Left by Retiring Collins; McMichael Promoted to Natl Role
Keurig Dr Pepper has named a Keurig vet, Derek Hopkins, to succeed DSD prexy Rodger Collins as the 41-year Dr Pepper vet approaches his anticipated retirement this summer. Tho he comes from coffee-appliance side of KDP, Hopkins is no stranger to DSD, having been recruited in 2015 from role as svp and commercial chief at Bacardi, following earlier roles at Coca-Cola, Anheuser-Busch InBev and Guinness Diageo. And he’ll have at his side as svp DSD David McMichael, a 30-year vet who’s been running southern DSD unit. So transition should be straightforward – though by one school of thought among those in trade, Collins’ departure could usher in period where KDP proves more receptive to overtures by outside players to take over operating some of its bottling territories. NY market is said to be among those where at least preliminary discussions have occurred, tho KDP to date hasn’t confirmed that possibility (BBI, May 9). Some tell us Collins had been skeptical of that potential strategy. But he’ll remain as a consultant, at least for a spell, per KDP announcement this morning.
Collins, with KDP predecessor cos like Cadbury Schweppes Americas Beverages and Dr Pepper Snapple Group since 1978, had played key role in making DPS arguably the most inviting major system for entrepreneurs seeking to scale up, as he stewarded extensive roster of early-stage brands in areas where DPS’ own portfolio didn’t have adequate play. In recent years, that stable of brands had proved crucial to co’s growth – as investor reaction to departure of Fiji Water and Body Armor sports drinks showed. “Rodger’s knowledge and extensive experience have been invaluable to the company during this pivotal time following the merger,” said KDP chmn/ceo Bob Gamgort in statement. “On behalf of the KDP team and our board, we thank him for his extraordinary leadership and congratulate him on a successful and rewarding career. He transitions our DSD operations into the capable hands of Derek, who has a proven track record of successful commercial leadership, and David, who has strong sales capabilities and broad knowledge of the KDP DSD organization.”
In another move announced by KDP today, chief HR officer Meg Newman also will be moving on, with view of finding next role closer to her home in Atlanta, where she’d spent a decade running HR for HD Supply.
Time heals all wounds. So, with the memory not so raw any more, Coca-Cola is invoking one of most famous blunders in marketing by resurrecting New Coke, in synch with episode of Netflix drama Stranger Things set in summer of 1985. That’s when KO changed recipe of Coca-Cola, to immediate backlash that spurred cancellation in just 79 days and return to original formula. Now Coca-Cola trademark dir Oana Vlad prefers to view episode as “arguably one of the biggest pop culture moments of that year” in bringing back recipe as limited-time offering as part of Stranger Things package, as AP reported .
Coupla Keurig Dr Pepper refugees have found new gigs at growth-oriented cos. NY-based Recess has recruited Lauri Breton, longtime Dr Pepper Snapple Group operations exec assigned to run supply chain for Bai after that brand’s acquisition in 2017, to serve in similar role at marketer of hemp-infused sparkling waters. She comes at time brand’s NY distributor, Big Geyser, has helped brand enter 1,400 retailers while also opening popup store dubbed Recess IRL (in real life) . . . Meanwhile, Fla-based Celsius Holdings has named former DPS svp marketing Regan Ebert to its board. Before her 7-year run at DPS, Ebert spent 10 years within Quaker Foods and Frito-Lay divs of PepsiCo.
Call it the Spindrift of countertop devices. Bonne O Holdings said it’s pulled in final tranche of its $7.5 mil Series B financing round that will take to finish line the development and launch of its Sparkel system that infuses flavor of real ingredients – from strawberries to fresh mint and tea – into any liquid, fizzing it up via combo of citric acid and sodium bicarbonate that eliminates need for CO2 tanks or canisters. Round was led by investor co identified as NY Group Partners, with participation from existing investors like Toronto-based Radar Capital. Co is taking pre-orders now, including on Indiegogo at early-bird price of $69, with full launch anticipated by summer.
Sambazon augmented its 12-oz canned Amazon Energy line with a 2d low-calorie extension, Blood Orange Acerola that moves line beyond co’s identity with acai ingredient. Sweetened with blend of cane sugar and stevia that bring it in at 35 calories per can, new entry carries can graphics sporting orange hue, in contrast to deep purpole that characterizes rest of line, which includes Original, Amazon Energy (acai and passion fruit) and lower-cal Acai Berry Pomegranate, all containing natural caffeine hit characterized as equal to 2 shots of espresso . . . HP Hood has set up Café Creatives unit that will attempt to better unify sales of its diverse array of dairy and dairy-alternative brands, buttressed most recently by oatmilks that launch under new moniker Planet Oats . . . Brain Juice marked its first NRA Show appearance by sampling such newer entries as caffeine-infused Active shot, which already has won global authorization within Whole Foods chain. The 2.5-oz Active shot contains line’s core “Brainpower” blend along with beetroot and red spinach extract, plus 111 mg of caffeine sourced from green tea. Co staffers said it made sense to exhibit because shots have been embraced at college campuses, as well as at fast-casual chains that find it to be an easy add-on near checkout. Co’s powdered format also lends itself well to foodservice.
NRA SHOW: Purity Organic Preps Single-Serve Bottles for Coconut Water Subline; About to Hit NY
Purity Organic is thinking outside the box for its coconut waters, moving beyond carton format to launch plastic-bottle single-serves. Booth staffers at NRA Show said new entries would debut next month in half-liter bottles in Chocolate, Pineapple and Espresso flavors, augmenting subline only available so far as uncut coconut water in 17-oz and 1-liter resealable boxes. Launch market will be NY, where brand’s coconut waters recently entered Big Geyser after Coca-Cola pulled its Zico coconut water from Geyser in favor of local bottler Liberty. Geyser had long carried the core juice lines of Purity Organic but had been unable to pick up the coconut waters as long as it carried Zico. BG, which is believed to have lobbied for extensions, confirmed pending launch. Meanwhile, as NRA booth reflected, new owner/ceo Doug Abrams continues to migrate brand away from earlier look featuring grid of fruit images across various lines, including classic juices, iced teas, superjuices and canned sparklers.
Spindrift has re-enlisted actress Kristen Bell for summer ad campaign that upholds the joy of authentic things in life – like the real fruit employed by Spindrift in its canned sparkling waters. What’s described by co as multi-million-$ effort via agency The Many employs range of media including print, video and digital audio on Spotify and Pandora to bang home brand’s truly natural recipes, in contrast to flavor systems used by many rivals. In video called “Scientist,” which can be viewed here “Scientist, Bell takes a poke at rival sparkling waters by pointing out that “You know it’s real because real fruit has color. When’s the last time you saw a clear raspberry?” Other videos featuring likes of bodybuilder and telekinesis artist haplessly trying to make for themselves what in theory is essence of simplicity, as in this one. Ads build on prior effort featuring Bell that employed tagline “Yup, that’s it” to herald mere 2 ingredients that Spindrift employs in its sparklers. Also in media mix this summer are 15-second audio ads along with fruit-themed mixtape put together by Bell featuring songs or artists with fruit in their names. Media buyer is AMP agency.
Making first appearance at Natl Restaurant Assn Show as its product is increasingly embraced by foodservice channel, Swedish oatmilk pioneer Oatly brought along packages that devote extensive real estate to brand’s garrulous voice even as streets outside convention center were palette for extensive outdoor campaign that breaks into commuters’ reveries with reminder to check out oatmilk leader. The campaign breaking along commuter pathways not just in Chicago but also in NY, LA and SF offers 387 unique pieces of creative inserted into transit nooks and crannies “where you’d not likely not be thinking about oatmilk,” said Emily Keene, co’s US media & digital lead. Beyond those cities, Oatly will reach consumers online via video campaign on YouTube and Hulu that feature co’s distinctive cartons being brought home in unusual ways, say, strapped to pogo stick. Under US gm Mike Messersmith, all creative continues to be devised and executed in-house, then lobbed to media buyer PHD to meet co’s clever but peculiar directives, such as for separate ads on facing pages in magazines (BBI, Apr 3).
The outdoor campaign centered around transit locations like bus shelters and subways continues with brand’s meta approach of self-referential executions, as in bus ad that advises commuters, “If you don’t have time to read this right now, we’ll just hang out until you come back.” Another offers the shtick: “If you don’t read this ad, no worries. Someone else most likely will.” “Waiting for someone? Just look cool and pretend to be reading this,” recommends another. And above NY subway entrance: “Oh, it’s you again.” All feature image of Oatly carton, with its distinct graphic treatment. Brand-building effort is occurring as co races to bring enough capacity online to meet demand, at time that rivals are coming out of woodwork to play in oatmilk space. (At show this week, dairy player Chobani revealed itself to be latest – BBI, May 20.)
The 10-second videos feature Oatly carton planted firmly on skateboard whizzing across urban bridge, lashed to front of moped or even Bungee-corded to pogo stick, all to sound of driving rock riff and police sirens. “In stores now. Go and get it,” commands on-screen text. They can be viewed here: Oatly “moped” video, Oatly “skate” video, Oatly “pogo” video.
Meanwhile, gabletop boxes displayed at NRA booth devoted entire rear panel to diatribes about brand’s higher goals. For instance, one headed “The cold, hard world of customer feedback” responds to shoppers who wish co would “Stick to oatmilk” instead of opining on bigger themes like equality and sustainability. “We get it often. ‘Why don’t you just shut up about what you think and focus on your own products,’” screed opens. Over course of nearly 150 words, panel goes on to explain co’s priorities beyond just making money for shareholders. 
Story last Mon describing Living Apothecary’s product development and expansion efforts erroneously listed Walmart among retailers that brand has recently entered; tho co has pitched Walmart, brand hasn’t been accepted there yet. Brand has entered HEB, Costco and Pavilions chains as reported.