Beer Marketer's Insights
David Kroll, who concluded 3-yr run as MillerCoors cmo last Aug, last month took entrepreneurial turn, grabbing ceo reins at Coco5 coconut-water-based sports drink line devised by Chicago Blackhawks trainer Bob Gapski, per David’s LinkedIn page. Commercialized by Chicago entrepreneur Scott Sandler, brand by now has garnered behind-scenes role in locker rooms of dozens of college and pro sports teams, at time similar coconut-water-based isotonic, Body Armor, has migrated from KDP to Coke system and created potential void in KDP-aligned indie wholesalers. Endorsers include the brothers Marcus Morris, of Boston Celtics, and Markieff Morris of Washington Wizards, as well as Adam Shaw of Montreal Canadiens. Kroll had enjoyed extended roles at big cpg cos like P&G, Wrigley and Unilever/Alberto Culver before stint at Dyson and 6 years all told at MillerCoors . . . Journeyman new-age exec Marty Jay Zirofsky has left Sportwater Beverages for new post as vp sales at Yerbae, the Ariz-based marketer of canned sparkling yerba mate bevs launched by Todd Gibson, per LinkedIn update. At Sportwater, where he spent close to 4 years, Zirofsky had shared prexy duties with Bob Miller. His career dates back to brands like Mistic, SoBe, Fuze and Izze . . . Jeff Somers has departed post as head of NA brands at big A-B house Hensley Beverage in Ariz, where he’d helped assemble potent portfolio that includes Bang Energy, Essentia, Aquahydrate, Sparkling Ice and Jarritos. Jeff wasn’t ready to disclose new destination.
Jones Soda Revamps Line to Add Ginger Brew, Pair of Zero-Sugar Flavors; Goes All-Natural on Flavors
Jones Soda continues to tinker with core glass-bottle in hopes of getting it to grow again, adding Jones Ginger Beer entry and pair of sugar-free sodas while moving to use of natural flavors in all the entries. A decade into the Moscow Mule craze, Seattle-based co finally has entry tuned to popular cocktail, describing its launch as response to requests from both loyal consumers and distributors. It uses combo of actual ginger and spice flavor to achieve its heat. Tho market doesn’t lack for potent ginger brews, JSDA points to resealable cap as differentiating feature that should cut wastage at foodservice clients. On zero-sugar side, it’s added versions of its popular flavors Strawberry Lime and Cream Soda. Meanwhile, it continues to make headway moving toward more natural recipes, despite brand’s reliance on bright, fun colors of sort not found in nature. Now its flavors are all natural, and its colors are “derived from natural sources whenever possible.”
Greek yogurt giant Chobani is making its move into plant-based dairy alternatives this week with shipment of coconut-based yogurts in 5.3-oz cups and 7-oz plastic bottles. The cups are being offered in Vanilla, Strawberry, Blueberry, Peach and Slightly Sweet Plain, while the bevs come in Vanilla Chai, Strawberry, Mango and Slightly Sweet Plain. Both eschew the “yogurt” moniker in favor of “Non-Dairy Chobani,” skirting controversy that’s had dairy producers up in arms. Acknowledging to CNN that that might steepen learning curve for shoppers, chief marketing & commercial officer Peter McGuinness said, “That's because yogurt is technically a dairy product. We are being absolutely by the book because we think words matter.” In any case, he added, changing regs may preclude use of “yogurt” for plant-based items. The new entries are among flock of 30 items being released this winter, including lower-sugar extension of core Greek yogurts and kids-oriented yogurt line called Gimmies.
DIVERSIFICATION I: Acai Pioneer Sambazon Heads into Acerola with Smoothie Packs, Energy Drinks
Long identified with the acai berry, Sambazon finally is taking decisive steps to diversify via suite of items employing tropical cherry called acerola, including energy drink that slots into longstanding Amazon Energy lineup. Shipping now is Tropical Immunity Superfruit Pack that offers blend organic acerola, pineapple and banana into smoothie with 10X the vitamin C of an orange, at just 40 calories, per the San Clemente, Calif-based co. It’s breaking in Albertsons and Vons stores in Southern Calif as well as Wegmans and Sprouts stores around US and adds Costco clubs in mid-March. The entry marks “the beginning of a new line of innovative products full of nutrient-dense ingredients and health benefits,” said cofounder/ceo Ryan Black. Coming down the pike is Sambazon Low Calorie Blood Orange Acerola Energy Drink, melding blood orange and acerola juice and fortified with caffeine derived from guaraná, yerba mate and green tea. Co said it contains caffeine equivalent of 2 espresso shots. Sweetened with juices, cane sugar, erythritol and stevia, it comes in at just 35 calories per 12-oz can. Like other entries in energy line, it’s positioned as “antioxidant rich energy drink.”
‘For the Love of It’ Is New Pepsi Mantra – But Just Outside US; Pepsi, Bubly to Figure in Bowl Buy
PepsiCo is taking a new tack on its familiar pop-tunes-&-celebs strategy with new global marketing platform dubbed “Pepsi for the Love of It,” which it said aims to “celebrate the pop and fizz of the cola like never before.” New initiative, which will find expression in 100+ countries but not the US, allies the brand with new Simon Fuller concept called Now United that melds 14 singers and dancers from 14 different countries, who’re heard singing new jingle for brand. Fuller, of course, has had strong record of success with brand via earlier Spice Girls activations. In keeping with heavy design bent at PEP these days, visual identity elements will be pooled out thru panoply of design-y cans, out-of-home creative and Now United’s world tour. Campaign succeeds last year’s backwards-looking Pepsi Generations effort, with its retrospective view of brand’s greatest pop culture hits, and “Live for Now” tagline that had promising debut in 2012 via Nicki Minaj ad but hit nadir in Kendall Jenner ad that many interpreted as lampooning Black Lives Matter movement.
With new effort, “We are confidently celebrating who we are – an iconic brand rooted in entertainment with a refreshing and delicious beverage people around the world love – as well as who our fellow cola lovers are,” said Roberto Rios, svp marketing for global bev group. “For The Love Of It is our rallying cry, proudly saying to go all in for the things you love – from passions and interests like football and music, to unabashedly enjoying one of life’s favorite treats, Pepsi.”
Unusually, the ads won’t air in US, as AdAge pointed out. While trade mag couldn’t get comment from Pepsi on why global tagline won’t be used in US, “it is not unusual for the brand's stateside marketing to take a different direction than what is used globally,” with “Live for Now” lately superseded by alien-themed ad on Golden Globes on Sun that starred William H Macy and takes inspiration from 2016 movie "Arrival," as AdAge noted.
As for US, word has been trickling out that PEP is planning 30-second ads on Super Bowl on Feb 4, behind Pepsi, Doritos and Bubly sparkling water, via its lead agency Goodby Silverstein & Partners, MediaPost reported. So far, co isn’t disclosing creative tacks in those ads. It’s also struggling to finalize lineup of halftime show it sponsors, in part because some hot acts are declining roles in solidarity with the ostracized Colin Kaepernick. “Rihanna and Cardi B are said to be among those who have declined to perform, and Maroon 5 is under pressure from fellow performers and civil rights groups to back out,” MediaPost reported.
Continuing its diversification push, juice marketer and copacker Langers has acquired 2-year-old Gen Z brand that's among a flock of packaged waters offered in aluminum bottles that seek to ride memorable branding and sustainability cred. Plan is for Langers to broaden "critter-crazed" packs beyond their initial base of Gen Z consumers. Langers, of course, has been augmenting its core juice-based offerings with internally devised offerings like the caffeinated LyteAde Sports hydration line and collabs on brands like Silly Juices and Fresquita Mexican-style sodas.
Hint Water finally has made move into cans, with 12-oz sleek-can entry that a month ago began making its way into NY-area foodservice accts served by its longtime DSD partner there Big Geyser and lately has added SF to the mix, ceo Blair Owens said at Expo. It's debuted in Blackberry, Blueberry Lemon and Watermelon flavors, as response to PET backlash that's seen key corporate accounts drop single-use PET bottles - not just tech players like Google but even NY banking mainstays like Morgan Stanley and JP Morgan. In Bay Area, SFO airport has been among those to repudiate what's served as Hint's key pack for years, despite that co's considerable progress in lightweighting pack. Questioning whether aluminum truly represents more sustainable alternative, founding couple had shied away from move, but since taking top job following their ouster a year and a half ago, Owens has moved ahead, tho can constraints delayed move. "Our mission is to get people to drink more water," he reminded, to justify move.
Trio of design pros have offered an unusual take on sports drink category with "mind + body" formula called Local Weather that's packed in Ball's Alumi-Tek resealable aluminum bottle.
Successful female entrepreneur named Michelle Cordeiro Grant who very visibly disrupted the undergarment market has heeded the advice of her community of followers and turned her sights now on the clean-energy biz, enlisting familiar investor/operator Jason Cohen to the cause with female-targeted canned brand called Gorgie - as in gorgeous. It's brightly hued 12-oz sleek can entry that boasts meaningful 150 mg of caffeine sourced from green tea along with focus-enhancing L-theanine, biotin ("for hair, nails & skin") and vitamins B6 and B12. Thanks to Reb M stevia variant as sweetener, it comes in at just 5 calories per can.
Central American Bottling Co burst upon US innovation scene a coupla years ago when it teamed with Latin superstar Marc Anthony to launch pair of plant-based energy lines under Azu and Oca names via incubation unit dubbed Beliv (BBI, Jul 15 2020). Since then CBC acquired New Orleans kombucha player Big Easy in late 2021 and encouraged that co's cofounder, Alexis Korman, to restart bottled tepache extension and create canned gut pop called Mighty Pop that claims to be rare entry that boasts prebiotic, probiotic and postbiotic benefits. It's due in May. It was among array of brands at expansive Expo booth including volcanic Ecuadoran mineral water called Guitig and Petit juice/nectar brand that's a mainstay in Central America. They draw upon broad range of bottler that, as Pepsi and AmBev ally in LatAm, generates nearly $3 bil in sales across 30 countries. In recent years it's been pushing aggressively beyond core region into US, UK, Canada, China and Spain.