Check out the trends and some innovation in the beverages category especially consolidated by our Momentum offices in the UK.

1. Tapping into
beverages
Issue 1
Dec 2011 - Feb 2012

2. TAPPING INTO BEVERAGES // Issue 1 contents TAPPING INTO BEVERAGES // Issue 1 contents
contents
TOP 5 KEY consumer TRENDS 2012 04
P&G: 1 like = 1 day of clean drinking water 05
Innocent spread THE love... 06
Schweppes launch the unexpected future app 07
Vimto shifts marketing spend 07
welcome to issue 1
Feel Good Drinks and Mamma Mia! promo 08
tapping into beverages
Britvic and PepsiCo brands unite to
support community projects 08 ‘Tapping into Beverages’ has been created with
innovation in the soft drinks industry in mind. As well as ‘Tapping into Beverages’
(specifically created with Coca-Cola in mind),
10
Our aim is to provide a snapshot of the latest cool
PepsiCo: Brisk Iced Tea STAR Wars Campaign campaigns, trends and marketing news across the momentum will be expanding these global
globe. For our first edition, we have included some snap shot pieces into the Technology, Retail,
Aqua Pura launches Lake Escapes competition 12 of the top consumer trends predicted for 2012, as
well as looking at what has been happening in the
soft drinks industry from Christmas 2011 right up
Sports, Finance, Travel and Youth sectors.
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To view the first 2012 edition of TechTap, click
to February 2012.
Tropicana Lights Up London http://blog.momentumww.com/blogs/wwtap
We hope you enjoy the first edition of ‘Tapping into to download. This edition includes highlights
Evian brings the Alps to London 13 Beverages’. If you have any thoughts on what you
would like to see in future editions please let the
from the CES exhibition along with the latest
tech stories from across the globe.
Sponsorship 14 team know.
Results 14
New Product Launches 15
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3. TAPPING INTO BEVERAGES // Issue 1 TOP 5 KEY consumer TRENDS 2012 TAPPING INTO BEVERAGES // Issue 1 P&G: 1 like = 1 day of clean drinking water
TOP 5 KEY consumer TRENDS 2012 P&G: 1 like =
1 day of clean
Source: Trendwatching.com
FLAWSOME
Consumers won’t expect brands to be
ECO-CYCOLOGY
flawless; they will even embrace brands
that are honest about their flaws, which drinking water
Source: POPSOP
The phenomenon of brands show some empathy, generosity, humility,
helping consumers recycle
by taking back all old items 02 flexibility, maturity, humour and, dare we
say it, some character and humanity.
from customers, and then
actually doing something
constructive with them.
01 SCREEN CULTURE
2012 will see three mega-tech currents converge: screens
will be (even more) ubiquitous / mobile / cheap / always
on; interactive and intuitive (via touchscreens, tablets and
03
so on); an interface to everything and anything that lies
beyond the screen (via the mobile web and, increasingly
Procter & Gamble (P&G) has launched a new Facebook
and finally mainstream in 2012, ‘the cloud’).
campaign called ‘1 Like = 1 Day of Clean Drinking Water’
to let consumers engage and support its Children’s Safe
Drinking Water (CSDW) Program.
P&G has been sharing clean drinking water in developing
04 POINT & KNOW
2012 will be about instant visual
countries around the world through its P&G Purifier
of Water packets that contain a patented powdered
technology for seven years. It is estimated that 22,000
information gratification. 2012 lives have been saved to date through purification of 4
will see a mix of the known (Apps! billion litres of water.
Augmented Reality!) and the
very known (QR codes!), bringing CSDW program lets users take part in its global efforts.
information about the objects For each ‘Like’ on the P&G CSDW Facebook page, P&G
(and even people) that consumers will donate one day of clean drinking water through
encounter in the real world instantly. CSDW in a developing country.
Facebook users will also experience the stories of those
05 whose lives have been impacted by CSDW.
View Video
EMERGING
MATURIALISM
Experienced, open-minded
consumers in traditionally
‘conservative’ emerging markets will
embrace campaigns and products
that are frank if not risqué.
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4. TAPPING INTO BEVERAGES // Issue 1 Innocent spread the love... TAPPING INTO BEVERAGES // Issue 1 Schweppes launch the unexpected future app
Schweppes launch the
unexpected future app
Source: PSFK (UK)
Schweppes has launched the ‘Unexpected Future’
app that predicts how the year would pan out for
the user through snippets of posts in the Facebook
Timeline format. By analysing your Facebook data,
the app reveals your potential larger-than-life
achievements with grand predictions in categories
such as wealth, career, adventure, romance and
fame. It takes you through Facebook posts that have
comments left by friends in your social network.
Vimto shifts
marketing spend
innocent spread the love...
Source: Marketing Magazine (UK)
Vimto is shifting its marketing spend from TV
Source: Brand Republic (UK)
to digital, as the brand looks to capitalise on its
growing online fan base. The Nichols-owned
Innocent smoothies has launched an alternative soft-drinks brand is plotting a major digital push
idea for a Valentine’s gift this year, by encouraging this year, targeting teenagers with its ready-to-drink
consumers to personalise a label on their favourite
Innocent smoothies products and mothers with its range of cordials.
smoothie and give it to someone special.
encourage consumers to Vimto plans to capitalise on its base of 240,000
It has launched a dedicated site which allows
unleash their inner Casanova Facebook followers. It also intends to grow its
consumers to generate their own “love label” to print online presence beyond the social network. Last
out and stick onto a smoothie bottle. June, the brand rolled out its £6.5m ‘Low rider’
View Video push, featuring ‘seriously mixed-up’ fruit characters
from its previous ads. They will also feature in the
forthcoming digital activity.
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5. TAPPING INTO BEVERAGES // Issue 1 Feel Good Drinks and Mamma Mia! promo TAPPING INTO BEVERAGES // Issue 1 Britvic and PepsiCo brands unite to support community projects
Feel Good Drinks and
Mamma Mia! promo
Source: Promotional Marketing (UK)
Feel Good Drinks is running what it claims is its largest
ever on pack promotion, a competition offering the
chance to win a VIP overnight trip to London and tickets
for 4 to see Mamma Mia!
In addition to the main prize, there are also 100 pairs of
top price Mamma Mia! tickets to be won.
The Mamma Mia! promotion will appear on over half
a million of Feel Good’s 750ml bottle range of gently
sparkling juice drinks. The packs will be in all major
supermarkets from early February. The special packs
invite consumers to visit the www.feelgooddrinks.co.uk
website for a chance to win. The star prize includes
top tickets for the show, plus a backstage tour with a
chance to meet the cast. The winner and 3 guests will
stay overnight at The Cavendish London and receive a
pampering makeover courtesy of UNE.
Britvic and PepsiCo brands unite
to support community projects
Source: Brand Republic (UK)
Britvic and PepsiCo UK have partnered to launch a land in the UK. The campaign launched will run until
multimillion-pound CSR promotion called ‘Transform October and it features all the brands in the same TV
Your Patch’, in partnership with environmental ad for the first time.
regeneration charity Groundwork. The promotion
View Video
will run across Britvic and PepsiCo UK’s entire
portfolio of leading soft-drink brands. The aim is to
help people better use the outdoor spaces available
to them for sport, activities and recreation. 165
outdoor spaces have been identified in need of work
in order to make them fit enough for communities to
“socialise together, exercise, stay healthy and enjoy
a sense of well-being,” which the company identifies
as “key ingredients for a better and stronger society”.
The sale of each promotional pack will translate to
the “transformation” of one square centimetre of
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6. TAPPING INTO BEVERAGES // Issue 1 PepsiCo: Brisk Iced Tea STAR Wars Campaign TAPPING INTO BEVERAGES // Issue 1 PepsiCo: Brisk Iced Tea STAR Wars Campaign
PepsiCo: Brisk Iced Tea
STAR Wars Campaign
Source: Branding Magazine (US)
Brisk Iced Tea (a part of PepsiCo) continues to The spot, Yoda vs. Darth Maul, first aired on January
refresh its creative by taking its 2012 national 15, 2012, and will be featured in movie theatres
marketing campaign to a galaxy far, far away to join and online. The promotion will be brought to life at
forces with the 3-D theatrical release of Star Wars: retail with in-store POS, social media integration,
Episode I The Phantom Menace. grassroots activation, radio and interactive TV.
View Video
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7. TAPPING INTO BEVERAGES // Issue 1 Aqua Pura launches Lake Escapes competition TAPPING INTO BEVERAGES // Issue 1 Evian brings the Alps to London
contents
Aqua Pura
launches
Lake Escapes
competition
Source: Promotional Marketing (UK)
In association with Cumbria Tourism, Aqua Pura
natural mineral water are running an on-pack
promotion giving consumers the chance to win one
of 10 Lake Escapes. There are 4 types of break to be
won instantly – family, luxury, adventure or romantic
– all including accommodation, outdoor activities and
£500 spending money.
There are also 3,500 activity vouchers up for grabs.
To take part, consumers enter the six digit code from
the neck of promotional bottles online at
www.aquapura-promo.co.uk
Tropicana Lights Up London
Source: PSFK (UK)
Tropicana and art collective
Greyworld installed an artificial
sun in London’s famed Trafalgar
Square. The event, part of the
Evian brings the Alps to London
juicemaker’s “Brighter Mornings”
campaign, took six months to
create and used over 60,000
Source: Brand Republic (UK)
light bulbs.
In January, Evian created an Alpine experience which The container experience included bursts of fresh
The high-tech orb, which weighed
was hosted in a custom built shipping container and mountain-top air, the scent of an Alpine forest and a
2.5 tons, broke the dawn an hour
situated on London’s Southbank. cosy log fire with views over The Alps.
earlier for Londoners. This unique
art installation certainly has Evian packed all of the best elements from The Alps The experience also included cleansing ‘snow melt’
captured the public’s attention, into the container and shipped it to London where concoctions and edible purifying creations such
especially providing a well-needed participants were able to book in, via the evian UK as liquid nitrogen nibbles, and consumers were
break from London’s dreary Facebook page, to a 45 minute journey designed to educated on the health benefits that Natural Mineral
winter weather. stimulate the 5 senses. Water has for your body.
View Video
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8. TAPPING INTO BEVERAGES // Issue 1 ALSO IN THE NEWS TAPPING INTO BEVERAGES // Issue 1 ALSO IN THE NEWS
Sponsorship NEW PRODUCT LAUNCHES
Buxton continues as official Jones Soda Co. Teams With 365
water supplier to England Sports to Sponsor 2012 Winter Bossa Nova® launch New Power Rangers Power
cricket team Sports Series ACAI 90 cal Superjuices Blast Juices
Source: Promotional Marketing (UK) Source: Yahoo Finance (US) Source: PR Newswire (US) Source: PR Newswire (US)
Buxton Natural Mineral Water has announced that it Jones Soda Co., a leader in the premium soda Bossa Nova, a leading brand of acai superjuices, Saban’s Power Rangers Samurai, the #1 kids
will continue to be the official water supplier to the category, announced it will be a sponsor to the is launching its organic superfruit beverages, with action show, and Genesis Today, one of the nation’s
England cricket team for a further 2 years. Winter Sports Series. As part of the sponsorship, 365 only 90 calories per 10 fl. oz. Bossa Nova’s reduced fastest growing healthy superfood, beverage and
Sports will integrate the Jones brand within each calorie superjuices will be available in mid-February supplement companies, have teamed up to introduce
event and throughout marketing initiatives, including in 4 flavours: organic acai original, organic acai Power Rangers Power Blasts – a line of refreshing,
CAPRI-sun kicks off on-pack the addition of a special Jones Soda “most stylish” blueberry, organic acai pomegranate and all natural nutrient-rich, naturally sweetened, low-calorie,
promotion for 4Music award to the first ever North American stop of the acerola red peach. low-sugar juice drinks designed to nourish children’s
World Rookie tour. growing bodies.
sponsorship
New Orangina Schweppes
Source: Promotional Marketing (UK)
drink to avoid French tax
From April and running throughout 2012,
Capri-Sun is sponsoring satellite TV channel 4Music. Source: Just Drinks (France)
The TV sponsorship will include 30 second and 10
Orangina Schweppes has launched a no added sugar
second promotional ads to support Capri-Sun 330ml
version of its namesake drink, in an apparent effort
calendar activity and brand activation on 4Music
to avoid a new soft drinks tax in its native France.
Radio and 4Music’s microsite.
RESULTS Sampling campaign for first
Britvic sales lifted by PepsiCo expand portfolio Fredericks aims to lick ices calorie burning drink Aspire
popularity of Pepsi at of Billion-Dollar Brands into shape with Britvic Source: Promotional Marketing (UK)
Christmas Source: POPSOP (US) licensed lollies The calorie-burning soft drink Aspire toured London
offices in a bid to create brand awareness and
Source: This is Money (UK) PepsiCo announced that Diet Mountain Dew, Source: The Grocer (UK) educate consumers.
Brisk and Starbucks ready-to-drink (RTD)
Britvic got a sales bump as UK consumers stocked Britvic’s R White’s lemonade and Robinsons Fruit Aspire, which is the first calorie-burning soft drink to
beverages have each grown to more than $1
up in the run-up to Christmas. Britvic, which owns Shoot are being taken into the iced lolly market. be sold in the UK and Europe, is a lightly carbonated,
billion in annual retail sales, expanding PepsiCo’s
the license to make Pepsi and 7Up, managed to cranberry flavoured soft drink scientifically proven by
portfolio of billion-dollar brands to 22. The new products will be rolling out to retailers in
increase UK revenues by 2.8 per cent in the festive a leading British laboratory to burn, on average, 209
quarter. Pepsi led the improvement. March, after supplier Fredericks Dairies secured
calories per can.
a 10 year licensing agreement with the soft
But the Robinsons and Tango group saw its drinks giant.
performance undermined by a poor performance in
Ireland, where revenues fell by 10 per cent.
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9. TAPPING INTO BEVERAGES // Issue 1 getting in touch
Getting in touch
momentum activating demand
Claudine Sait
senior account manager
+44 (0) 161 662 5206
+44 (0) 7881 581 129
claudine.sait@momentumww.com
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