Pepsi Promotes 1893 with “Soda Sommelier”
Pepsi has elicited the services of The Pitch Agency to promote its new “1893” craft cola line. In an upcoming television spot, a “soda sommelier” — played by actor Jeff Galfer — guzzles a few cans of 1893, which retail for $1.79 per 12 oz. can. AdWeek spoke with Pepsi’s vice president of marketing Chad Stubbs, who said the brand was “inspired by the mixology craze” and could serve “as a perfect standalone beverage or a perfect compliment to cocktails.”
SodaStream Behind ‘Heavy Bubbles’ Brand
SodaStream has revealed itself as the company behind “Heavy Bubbles,” a fictional barbell-shaped sparkling water brand endorsed by Game of Thrones actor Thor Bjornsson. The point of the April Fools gag? To promote SodaStream as an environmentally friendly alternative to bottled sparkling waters, which The Mountain calls “very bad for the planet” and “make no sense.”
Final Vitaminwater Agreement Reached in Court
Magistrate judge Robert M. Levy has approved a settlement between the Coca-Cola Company and the Center for Science in the Public Interest (CSPI) over the marketing and advertising of Vitaminwater. CSPI, which first filed a class action lawsuit against Coke in 2009 claiming that Vitaminwater could “reduce the risk of eye disease, promote healthy joints, and induce feelings of relaxation” said it was “pleased to have a resolution that improves the labeling and marketing of Vitaminwater and will help consumers recognize that the drink contains eight teaspoons of sugar.”
BodyArmor Takes Aim at Gatorade with New Billboard
ESPN’s Darren Rovell recently got tipped off on a new BodyArmor billboard located nearby PepsiCo’s Chicago headquarters. In a not so subtle jab at Gatorade, the sign reads “Ditch Artificial Sports Drinks / Switch to the #1 Natural Sports Drink,” with the word “artificial” highlighted in Gatorade’s signature orange color. Co-founder Mike Repole told Rovell that the billboard was part of an upcoming BodyArmor campaign that will span digital, print and in-store marketing nationwide. Gatorade declined to comment on the campaign.
Thomas Greco Leaves PepsiCo for Advance Auto Parts
Advance Auto Parts, a retailer of automotive parts and accessories, has lured Frito-Lay North America CEO Thomas Greco away from PepsiCo. Triangle Business Journal reports that Greco will assume the roles of CEO and board member at Advance Auto effective April 11, replacing former CEO Darren Jackson, who resigned at the urging of the company’s board of directors at the top of the year. Greco had been with PepsiCo for 30 years, the last five of which he served as president and CEO.
LaCroix and the Success of Sparkling
The Wall Street Journal has taken a look at the explosive growth of LaCroix, the fastest-growing unsweetened sparkling water brand. The article credits the parent company National Beverage Corp. recent success with the brand — sales of LaCroix have doubled the last two years to $225.5 million — to consumers seeking carbonation and flavor without calories, sweeteners and artificial ingredients. The Journal also cites LaCroix’s “quirky” marketing tactics, including its social media presence and color packaging.
The Journal also noted that LaCroix’s competition is in pursuit. PepsiCo-owned Aquafina has introduced a new line of flavored, low-calorie, carbonated drinks while Coca-Cola has added a sparkling line for its Minute Maid brand.