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Beverage Innovation

Tracking The Drinks Marketplace


Coca-Cola Uses Its Crushed Brand Logo To Power A Recycling Campaign

In an attempt to encourage more people to recycle, Coca-Cola has developed a global OOH campaign called “Recycle Me” with Open X Ogilvy New York. It features images and films showing how the Coca-Cola logo might look after being crushed during recycling. Guillermo Vega from Ogilvy said “part of what makes the Coca-Cola brand one of the most recognizable in the world is its logo and packaging, and this campaign taps into those powerful assets.” 

Sprite Brings Back ‘Obey Your Thirst’ With Two New Sporting Icons

A new ‘Obey Your Thirst’ campaign from Sprite involves new TV spots and features two athletes in activations involving limited time packaging, digital experiences and sports partnerships. Brian Rogers, Senior Director of Brand Marketing for Sprite North America, said Sprite is encouraging Gen Z consumers to “embrace their uniqueness and confidently chart their own path." NBA Star Anthony Edwards and sprinter Sha'Carri Richardson are known for their authenticity and relentless pursuit of self-expression and excellence, according to Sprite. Edwards will recreate the original 1994 Grant Hill spot, which will also feature Hill, and Richardson will be in a new spot that shows how she remains authentic, alongside her mother and grandmother. Fans can scan a QR code on the pack to go to "Obey Days," a digital inspiration hub on Sprite.com that covers passions like fashion and arts, music and entertainment, as well as sports. Sprite is also launching a new limited-time product called Sprite Chill, with online video ads featuring “Ice Trae”, Atlanta Hawks point guard Trae Young. Sprite Chill is available in zero- and full-sugar versions.  


New Monster Energy Ultra Fantasy Ruby Red To Unleash Fans’ Inner Fantasies

Monster Energy’s newest Zero Sugar Ultra flavor, Ultra Fantasy Ruby Red, comes in exclusive cans designed in collaboration with artist Mark “Pinky” Taylor. The brand is encouraging fans to embrace and bring to life their inner fantasy and has teamed up with artist John “Sunshine” Margaritis to create interactive DIY kits. There are 10 kits, each with a special-edition Monster Ultra x New York Sunshine t-shirt set into Ruby Red colored concrete in a wooden box. Recipients can break into the kits with a Monster Ultra x NYS hammer to uncover custom iron-on transfer patches. 


Maison Perrier Launches Two Sparkling Water Brands In The US

French sparkling water brand Perrier wants to become even more sophisticated with a new line of premium products under the Maison Perrier brand, which differentiates itself from the parent brand with new flavor options and "big bursting bubbles." Maison Perrier is also different from the parent brand because it's not mineral water. Maison Perrier Forever has six flavor options: lime, orange, grapefruit, peach, strawberry and blackberry. All have no calories, added sugars or sweeteners. Another new line, Maison Perrier Ultimate, is an unflavored sparkling water with natural electrolytes. Forever and Ultimate will be Maison Perrier’s first lines to be released in the US.

Nongfu Spring

Nongfu Spring 2023 Results Beat Expectations

Nongfu Spring posted 28 percent revenue growth in 2023 and 42 percent net income growth. Profit margin was 28 percent, 200 basis points ahead of 2022, driven by the improved revenue. Water was the primary driver. Revenue is expected to grow by an average of 12 percent in the next three years, beating a 9.5 percent growth forecast for beverages in Hong Kong generally.

Other Companies

Kona Gold Beverages Launches New BFY Range Called HighDrate D9

Florida-based Kona Gold Beverages, Inc. a holding company for better-for-you and functional beverage brands, is launching HighDrate D9 Drinks in May 2024. HighDrate D9 targets the health-conscious and will launch two flavors: Watermelon and Blueberry/Lemonade. 

New RTD Fruit Brew Joins Other Boston Beer Non-Alcohol Products

Boston Beer is launching a new non-alcoholic ready-to-drink fruit beverage, General Admission, in the US. It’s a blend of fruit-infused seltzer water and low alcohol beer and will be available in markets including Albany, New York; Raleigh, North Carolina; and Indiana. Consumers in some other states can buy it online. It comes in four flavors - Lemon-Lime, Orange Ovation, Grapefruit Groove and Raspberry Remix – and has an ABV under 0.5%. Other Boston Beer alcohol-free products include Samuel Adams’ Just The Haze and Dogfish Head’s non-alcoholic Lemon Quest.

Boost Drinks To Roll Out New Branding

Functional drinks brand Boost is getting a brand refresh across all products in energy, sports and iced coffee beverages. New packaging aims to redefine the consumer experience but retain the brand’s value proposition. Adrian Hipkiss, commercial director at Boost Drinks, said “our latest brand refresh is a testament to our dedication of staying ahead of the curve and reflects our commitments to innovation”. Retailers will start selling the refreshed brand this year, and there will be new innovation from Boost’s energy and sports categories, supported by an integrated campaign called “There’s a Boost For That”, featuring trade and consumer marketing above and below the line, a multi-channel approach across a wide variety of online and out of home formats.
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