Coca-Cola buys Texas cult favorite sparkling water brand Topo Chico for $220 million

Coca-Cola is buying Topo Chico, the Mexican mineral water brand that has grown a cult following among Texas’ hip beverage connoisseurs, the head of the brand’s United States presence, Gerardo Galván, confirmed to The Dallas Morning News on Monday.

A press release from Topo Chico’s Monterrey, Mexico-based parent company Arca Continental — already the second largest Coke bottler in Latin America — said The Coca-Cola Company bought the rights to the brand in the U.S. for $220 million.

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The deal was made through the American beverage giant’s Venturing & Emerging Brands unit, which aims to grow a portfolio of “smaller, high-value brands” that don’t make soda, like Honest Tea and ZICO coconut water, according to Coca-Cola’s website.

Read more at DallasNews.com:  https://www.dallasnews.com/business/business/2017/10/02/breaking-coca-cola-buy-texas-cult-favorite-sparkling-water-brand-topo-chico

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Coke Inks Endorsement Deal With EA Sports Video Game Character Alex Hunter

With its newest athletic endorsement deal, Coke doesn’t have to worry about its star getting into legal trouble, posting embarrassing tweets or demanding more money. That’s because the person only exists in a video game.

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His name is Alex Hunter, a creation of Electronic Arts for its popular FIFA soccer game. Hunter first burst onto the virtual scene last year in “FIFA 17” via a feature called the “The Journey.” The cinematic mode allows game players to experience and influence how the fictional star navigates the competitive soccer circuit, like earning a contract with an English Premier League team. EA brought Hunter back for “FIFA 18” with a storyline about a comeback in Major League Soccer’s L.A. Galaxy after falling on hard times in the English Premier League.

Read more at Creativity-Online: http://creativity-online.com/work/ea-sportscocacola-alex-hunter/52739

Coca-Cola’s Corporate Brand Campaign Moves Beyond Soda

Since James Quincey took over as Coca-Cola Co. CEO in May, the company in earnings calls and investor presentations has been selling itself as a “total beverage company” with a product portfolio that goes beyond its namesake cola brand. On Sunday night, the marketer will bring that message to a national audience with a TV ad that is part of a new corporate branding campaign.

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The spot, airing during NBC’s “Sunday Night Football” broadcast, seeks to reintroduce the beverage giant to Americans as the company completes a decade-long refranchising initiative that returns ownership of local bottlers to independent companies. In doing so, Coke sold off capital-intensive manufacturing and distribution operations as it evolves into a company with a central focus on marketing and innovation.

Read more at AdAge: http://adage.com/article/cmo-strategy/coca-cola-s-corporate-brand-campaign-moves-soda/310490/

Vitaminwater quenches summer thirsts with interactive vending machines

Coca-Cola brand Vitaminwater helped quench consumers’ thirst this summer with three interactive, music-playing vending machines that dispensed free samples. The freebies came with a catch, however: visitors had to watch and listen to a display of bottles lighting up on a touchscreen and then replicate their pattern, per MediaPost Communications. Users also had to enter their email address or visit freevitaminwater.com to get a PIN to enter on the machine to access the free sample.

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The vending machines, called “Summer Jams,” were introduced on June 24 and were made available until the “unofficial” end of summer. They were placed in New York City, in Williamsburg and the Lower East Side, and also Venice Beach, CA.

The machines were created by Pearl Media, and Vitaminwater also worked with Rapport, Ogilvy & Mather and UM on the campaign. Over the more than two months of the campaign, it saw more than 40,000 interactions, generated 14,000 email submissions and dispensed 36,000 bottles between the machine and brand representatives.

Read more at Marketing Dive: http://www.marketingdive.com/news/vitaminwater-quenches-summer-thirsts-with-interactive-vending-machines/505013/

Coca-Cola reveals 3D robotic billboard in Times Square

Coca-Cola has unveiled a billboard in New York’s Times Square, which Coke is claiming is the world’s first-ever 3D robotic board that will display messaging related to particular times of day. The billboard comprises 1,760 individual LED screens, took four years and 35 engineers to create, and will reach 300,000 people walking by daily.

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Each LED screen is choreographed to match the advertisement on display, which in turn should draw the attention of the 300,000 or office workers and tourists who pass by the intersection. During the reveal, Guinness World Records was even onsite and awarded Coca-Cola two new records, one for the largest 3D robotic billboard and the other for it being the first 3D robotic billboard.

Read more at Ad Age:  http://adage.com/article/media/numbers-coca-cola-s-times-square-billboard/310406/