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MARKETING TO
MOMS
The official soft drink advertising
counterinsurgency has begun.
After agreeing to pull full-calorie
sodas from schools, the three
largest soft drink makers and the
American Beverage Association
have taken the next step by sponsoring
advertisements to encourage
young consumers to eat and drink
healthily.
Soda makers have borne the
brunt of America’s rising tide of
obesity complaints, and have begun
trying to make over their images
in relation to parents and their
children. As such, they have begun
a $10 million magazine ad campaign,
featured below.
The advertisements will take a
humorous approach, displaying
kids and teenagers in everyday situations,
thinking about nutrition.
There may be another phase if this
one proves successful.
DIAGEO GOES ALUMINUM
Remember those great canned
Beam-and-Colas you used to drink
outside the tailgates? They’re coming
back.
Diageo is testing 12 oz. ready-todrink
spirit-based cocktails in aluminum
cans, according to Advertising
Age. In Tampa, ground zero for
the test, the 5 percent alcohol-byvolume
cans are doing great, and
that’s before the Georgia-Florida
game.
According to Beer Business
Daily’s Harry Schumacher, the cans show that Diageo, which has experienced
massive growth as the spirits
category has shot into the stratosphere,
is thinking about moving
into drinking occasions that used
to be centered around beer.
The cocktail brands involved
Captain Morgan and Cola,
Smirnoff Vodka and Lemon Lime
Soda, George Dickel Whisky and
Cola, and Seagram’s 7 Whiskey and
Lemon-Lime Soda. Branded on the
label with the liquor brand, they
may move national next year.