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"It's a low-involvement category because it's not a considered purchase - a beverage is not something you'd buy online and you don't need to research it online," he explains. "You're doing everything at retail."
12 | DMNEWS | March 16, 2009 | www.dmnews.com www.dmnews.com | April 6, 2009 | DMNEWS | 13 FOOD & BEVERAGE Drinks depend on digital CAMPAIGNS Non-carbonated beverages face ﬁerce competition in the grocery store — which marketers combat by engaging consumers online By Kevin McKeefery “Ocean Spray has really made the investment Top trends : For decades, iconic soft drinks like Pepsi and in content and we’re always trying to drive deeper Coca-Cola were the big players in the world brand engagement,” says Kelley. “It also opens up A fragmented of beverages. But a push by families towards a a platform for direct messaging.” category with a healthier lifestyle has driven many consumers to plethora of brands demand better choices when it comes to beverage With this interactivity comes not only brand means beverage selection. To meet this demand, a plethora of non- awareness and product visibility for beverage marketers must ﬁnd carbonated, non-alcoholic drink choices — from brands, but also a database of loyal brand advo- ways to stand out on fruit drinks to teas and waters — have established cates that marketers can contact about upcoming the shelf their places on shelves. In fact, major soft drink events and partnerships the brand is undertak- companies have acquired many of these compa- ing. Through partnerships with other health and Digital marketing, nies – for example, Coca-Cola owns Odwalla and wellness and active lifestyle brands, beverage particularly through Glaceau, maker of Vitamin Water; while Pepsi marketers can highlight the overall message of loyalty efforts and owns Gatorade, Tropicana and recently purchased their brand. social media, are Ocean Spray wanted to reach and engage their the Naked brand of natural fruit drinks. For example, Honest Beverages, a smaller brand important tools for core target audience of moms with an integrated These beverages face a highly competitive CPG which offers organic bottled teas, uses an annual beverage marketers digital platform created by agency Arnold World- category with grocery shelves ﬁlled with options partnership and sweepstakes with bicycle manu- who have expanded wide. Arnold had already created the highly success- to imbibe, requiring plenty of marketing innova- facturer Janis Bikes to highlight the company’s from traditional TV ful mass media “Straight from the bog” campaign, tion to stand out. commitment to health, wellness and work-life and print which included print and TV ads, as well as a touring “Bogs across America” campaign. The company Women, especially also wanted to promote a new drink, Cranergy, which moms, are an es- targets a primarily female audience. sential focus for It’s not a considered purchase – a beverage is not marketers of non- carbonated, non- something you’d buy online and you don’t need to alcoholic beverages research it online. Word-of-mouth, Troy Kelley, chief digital including through ofﬁcer, Arnold Worldwide in-store sampling, is another important tool for beverage “It’s a very fragmented category because there a balance. The partnership, the company says, offers marketers
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