Influx

The big challenge if your a marketer of domestic beer is your scale and ubiquity can be both a blessing and curse. The downside of mass is that you lose your cool pretty fast. While domestics have experimented with more upscale/premium lines and a little bit of packaging innovation, they haven't...

Imagine you are a smart guy in your mid-30s and you've come up with a brilliant concept for a beverage that's the antithesis of giant soda corp? You call that company Honest Tea and you nurture it for years until it blossoms into something amazing, generating some serious revenue and growing beyond...

Coca-Cola has announced it's making chairs out of old PET bottles and aluminum cans and instead of giving these chairs away to high schools in return for vending rights, it's decided to sell them to the unhappy hipster crowd. Interestingly this is just one item from Coke's line of "sustainable...

Mother's new Coke spot puts a twist on the old hilltop. While the rest of the world seems to be crying out for the spirit of hope and optimism reflected in the original, this work seems to have an understand that things aren't what they once were and straight-edge innocence is not going to work in...

Many entrepreneurs go into the soft drink business dreaming of the day when one of the giants knocks on the door with a pile of cash. It happened to Izzie with Pepsi and now Innocent in the UK, has just sold a minority stake to Coca-Cola. Innocent has become something of an icon in the world of...

Bud Light is up for a packaging makeover and its looks as if the brand owners are keen to make the brand shout louder from the shelf. This will certainly become a recessionary trend as brand owners get concerned about making sure their product packs grab people by the throat and clearly inform them...

Red Bull is one of the iconic challenger brands. A brand that's managed to maintain its street cred over time with smart communication and a finely focused understanding of what its brand stands for. However, Red Bull has been a "one trick pony"- extracting more and more from a single SKU and...

With demand for CSDs tumbling worldwide, Coke appears to be back in acquisition mode. Rumors are circulating that the Atlanta giant is about to purchase Glaceau, the makers of the very succesful Vitamin Water brand. This is a great move for Coke because Vitamin Water seems to be delivering the...

When a financial analyst announces that he recognizes the impact of one of your recent product launches, but is concerned that it's not enough, your brand has a lot of work to do."While the current success of the brand (Coke Zero) in volume terms is beyond dispute, we do not believe it is enough to...