February 7, 2024
Bisleri
Bisleri's Marketing Head Reveals Diverse Marketing and Sustainability Initiatives
Tushar Malhotra, Head of Marketing at Bisleri, discussed the brand's diverse marketing strategies and partnerships in an interview with e4m. Bisleri focuses on integrated marketing, acknowledging the non-linear consumer journey across various media. TV is used for mass reach, while digital platforms target the youth. The brand has also engaged in unique associations, including sports and movie collaborations, particularly in South India with limited-edition movie-themed packs. The 'Carry Your Game' campaign, highlighting the link between sports and hydration, was a significant move. Initially a digital campaign with prominent sports personalities, it expanded into a comprehensive 360-degree integration, including partnerships with IPL teams and branding on Bisleri's trucks and retail outlets. Bisleri has also ventured into direct-to-consumer sales with the Bisleri @Doorstep app, especially focusing on Gen-Z and millennials.
Coca-Cola
Coca-Cola Launches Limited-Time Label-Less Bottles Trial At Selected Tesco Stores
As part of a limited trial aimed at simplifying recycling and reducing packaging materials. Coca-Cola is removing labels from Sprite and Sprite Zero 500ml rPET bottles sold in eight Tesco Express locations in Brighton and Hove, Bristol, London and Manchester through March 2024. Instead, the bottles will have an embossed logo on the front and laser-engraved information on the back. They will also have green and transparent attached caps for the Sprite or Sprite Zero variants respectively. Javier Meza, VP Marketing, Coca‑Cola Europe, said that ‘although the design change may sound simple, this is a big shift from a marketing perspective. This trial could contribute to longer-term changes to the way brands communicate with their consumers.”
Danone
Danone’s Evian Brand Sponsors Another Tennis Ace, Frances Tiafoe
American tennis player Frances Tiafoe has become Evian’s latest global brand ambassador, joining the current lineup of Emma Raducanu and Stan Wawrinka. Leeni Hämäläinen, Evian Marketing Director, said Tiafoe was chosen because he embodies Evian’s “Live Young” ethos, to live life youthfully at any age. Evian has a long history of sponsoring tennis players because tennis has “a certain level of elegance and prestige that aligns with Evian as a high-quality water brand”. Hämäläinen added that the brand has “big activation plans” for the US Open again this year.
Nestle
Nestlé Waters Used Illegal Treatments For Bottled Water In France
Although French law prohibits purification techniques to be used on products labelled ‘spring’ or ‘mineral’ water, Nestlé has admitted to doing so. Its water subsidiary, Nestlé Waters, has used various treatments on “mineral water” from brands including Perrier and Vittel. Treatments include disinfectants to address “sporadic bacterial or chemical contamination.” In response to a story in Le Monde, Nestlé says it has used microfiltration at its water sites “at a finer level than was previously recognized by the French authorities” and that it has also used “activated carbon filters and ultraviolet systems which, though permitted by other jurisdictions, are not in line with applicable French natural mineral water regulations.”
Other Companies
Rapper Aitch Unveils New Flavored Fizzy Water Line
UK rapper Harrison Armstrong, better known as Aitch, has launched a 'zero sugar, zero calorie' flavored fizzy water line range called SYPS, which will be available in Iceland stores from February in flavors like strawberry, peach and lemon & lime. Aitch said he established SYPS because he wanted to drink more water but was addicted to fizzy beverages, and water “just wasn’t hitting the spot in the same way”. The waters have zero sugar and calories. Aitch is launching his own ‘Fizzy Drink Free’ Challenge for February, nominating two celebrities to join him cutting out fizzy drinks during the month. The two celebrities will each nominate two more celebrities each to create a social movement that promotes healthier hydration.
Pretty Tasty Extends Its Collagen Tea Range With RTD Options
A new ready-to-drink collagen tea aims to support skin, hair, joint and nail care. Pretty Tasty is a collagen tea brand focused on beauty and has just launched its first RTD collagen tea line, Pretty Tasty Collagen Tea. It comes in two flavors, Peach and Raspberry, and can be bought on Amazon and prettytasty.com. It will be rolled out to retail in the next few months. The teas offer high-quality collagen peptides and natural ingredients like carrots and black currants for color. They are sweetened with stevia leaf extract. Pretty Tasty will also launch single-serving stick packs in Peach Tea, Raspberry Tea and Lemon Tea varieties in February.
Trilliant Launches New Victor Allen’s RTD Beverage In Collaboration With General Mills
US coffee manufacturer Trilliant Food & Nutrition has released Victor Allen's® Cinnamon Toast Crunch™ Ready-to-Drink Iced Coffee. Zac McAuley, Director of Brand Marketing at Victor Allen's Coffee, said the brand understands how consumers want to explore new flavors as an indulgence but in a convenient RTD format. The new product is a collaboration with General Mills and its Cinnamon Toast Crunch™ and will be available from early next month at Sam's CLUB, with national rollout in March at major retailers and online.
ALO Drink Introduces New RTD Boba Tea Range
Aloe vera beverage brand ALO Drink has launched a new range of ready-to-drink boba or bubble teas called JENJI. Boba teas are one of the hot trends in US beverages at the moment, originating from Taiwan. In June last year, Bloomberg reported a CLSA survey that found 94 percent of consumers in the 20-29 age range had bought boba tea within the previous three months. The JENJI collection comprises the JENJI Original line in 490ml cans for convenience and mass channels, with four different flavors, no artificial colors or flavors, and JENJI Pure for conventional and natural grocery channels, including three varieties of natural coconut milk teas in 320ml cans. All are vegan-friendly, non-GMO and free from artificial colors, flavors, and preservatives.
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