Palatinose - Soft Drinks International

PRODUCTS
30 Soft Drinks International – February 2011
Carbonates
Heart support
USA February is American Heart Month,
and for the fourth consecutive year Diet
Coke is partnering with the National Heart,
Lung, and Blood Institute to support The
Heart Truth campaign. This year Diet Coke
has created a national game of 'Capture the
Flag,' inviting people to visit DietCoke.com/
HeartTruth where they can capture flags with
a click of the mouse to trigger a donation
from Diet Coke to heart health programmes.
William White, Group Director, Coke
North America, said: “We’re dedicated to
encouraging new generations of people to be
active, stay extraordinary and become advocates
for heart health.”
The Heart Truth campaign has made great
strides in raising awareness about the need
for a healthy heart, but heart disease is still
the number one killer among women.
“Partnering with Diet Coke provides an
opportunity to place The Heart Truth message
into the minds and hands of millions of
women across the United States,” said Dr
Ann Taubenheim, Project Director for The
Heart Truth campaign. “The resources and
support that Diet Coke has committed to
revamp success
UK Sunkist, part of the Vimto portfolio,
reports that since its relaunch the brand has
gained over 400 new trade listings and growth
of 234% (Nielsen) in the impulse channel.
The brand was relaunched in May 2010
with a new logo, packaging redesign and three
new flavours - Summer Fruits, Orange & Passion
Fruit and Lemon & Lime - which joined
the existing range of Orange, Lemon and
Tropical. The new look celebrates the drink’s
Californian heritage and appeals to its youthful
target audience.
Sunkist is currently undertaking a major
Sunkist's campaign celebrates the drink's Californian heritage.
The Heart Truth help educate women about
the seriousness of heart disease and the ways
they can incorporate heart healthy habits into
their lifestyles.”
Diet Coke will be hosting 'Capture the
Flag' games in Atlanta, Austin, Boston, Chicago,
Columbus, Seattle, and Washington DC.
Through these games and a special partnership
with Subway restaurants, Diet Coke will
be donating over US$300,000 to local heart
health organisations in February.
Diet Coke has released limited edition cans
and bottles in recognition of American Heart
Month. National television and digital advertisements
will animate the heart flag graphics
from these packs.
marketing campaign featuring nationwide sampling,
trade advertising and consumer PR. It
promotes Sunkist as a way of bringing a taste
of Californian summer, surf and sunshine into
city living with the strapline ‘Catch a Sunkist
Moment’.
Brand Manager James Nichols said: “There
has been an immediate and exceptionally positive
response to Sunkist’s makeover. Our
investment focused on a new look and
flavours that would offer something different
in the category and appeal to our target audience.
We were also able to keep the product
at a competitive wholesale price and all of
these factors have made Sunkist a must-stock
brand for wholesalers and retailers alike.”
name change
UK Diet Irn-Bru has changed its name to
Irn-Bru Sugar Free. The introduction is being
supported by a heavyweight marketing campaign
which includes TV advertising for the
first time in five years. The name change
does not mean a change to the secret
recipe of Diet Irn-Bru which will remain
exactly the same.
Jonathan Kemp A.G.Barr Commercial
Director commented: “Diet Irn-Bru has
always been sugar free and after two years
of successful campaigns reinforcing the
'Sugar Free' benefit, we feel now is the right
time to make this name change. We are seeing
a growth in the low calorie soft drinks
market and it is important the benefit of our
product is clear to consumers.’’
Pomegranate
SAUDI ARABIA PepsiCo has followed
last year’s successful launch of Mirinda Tangerine
in Saudi Arabia and other GCC countries
by adding a further flavour to the
range: Mirinda Pomegranate.
Marketing Manager Ahmed Zakaria noted
that Mirinda had been on sale in the region
for more than 40 years, gradually adding
more flavours such as citrus, apple and
strawberry while further boosting sales of
orange, “the favourite of all times”.
He said the release
of Mirinda Tangerine
and Mirinda Pomegranate
was “part of
our continued effort
in satisfying consumer
demand for more fun,
fruit-flavoured Mirinda
alternatives”.