Grocery
“One of our main global priorities is to strategically expand our profitable noncarbonated beverage portfolio.” —The Coca-Cola Co.
Beverages
the campaign to include adults in their mid-20s up to their late 40s, the brand is focusing on consumers in various stages of life,” explains a spokesman for the brand. “Te campaign will run from June to October in print/tablet, out-ofhome and digital.” Te organic Honest Tea line, meanwhile, “continues to merchandise and partner with other like-minded brands across all our product lines,” notes a spokesman for the brand. “For example, Honest Kids is part of Rock the Lunchbox, a program and microsite created with several other brands. Rock Te Lunchbox ofers tips and suggestions for and by parents who pack lunches. In its second year, we saw a 300-plus percent increase in fan actions and a 400 percent increase in total impressions year-over-year.” Te spokesman adds: “With one of our [retail] customers, we also ofered our ready-to-drink PET Honest Tea line and Honest Kids pouches alongside snacks in select locations during our National Honesty Index social experiments this past summer. We
conducted our lighthearted test to see whether people would pay for or steal a snack when they thought no one was watching, which reinforced the honesty messaging.” Te brand has updated its look with a proprietary embossed plastic bottle and revamped label graphics, in addition to improving the favor of its Peach Tea SKU and converting its Honest Ade juice-based drinks into three herbal tea varieties: Pomegranate Blue, Orange Mango and Cranberry Lemon. Te new items began arriving on store shelves last month. As noncarbonated beverages grow ever more popular, shoppers can expect even more innovation in the segment. “Te future is bright for noncarbonated brands,” Te Coca-Cola Co. spokesman says. “As consumers continue to look for more variety and choices, we will continue to meet their evolving needs with brand extensions, new favors, sweeteners and packaging. As in years past, the continued growth of still beverages will remain a central element of our overall portfolio strategy moving forward.” PG