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Celsius launches new advertising campaign

BY Allison Cerra

DELRAY BEACH, Fla. Beginning this month, Celsius Holdings, the maker of a calorie-burning beverage, will launch new national television, print, radio and internet advertising campaign featuring the popular “Burn Baby Burn” theme.

“We are broadening the audience of Celsius with advertising that has mass appeal, as today’s savvy consumer is interested in a healthy beverage alternative that tastes great, is clinically shown to work and burns calories. We believe these new ads capture this philosophy beautifully,” said Irina Lorenzi, VP innovation at Celsius. “This national advertising campaign launches in perfect timing to support our growing nationwide retail distribution for Celsius.”

The national 15 and 30 second TV commercials, now being broadcast on MSNBC, Bravo, CNBC, Lifetime, Lifetime Movies, TLC, E!, HGTV and The Food Network, feature a cross-section of health-conscious people on the go and encompasses today’s busy lifestyles in a fun, upbeat way.

The radio campaign, which can be heard on the Oprah Network on such shows as Oprah Show, Gayle King, Dr. Laura Berman and Dr. Maya Angelou; on Cosmo Radio which is the radio format of Cosmopolitan Magazine, Wake Up with Taylor, and also in major markets throughout the country. This ad which can be heard on www.celsius.com (click on New Radio Spots) focuses on Celsius’ health benefits and great taste and encourages listeners to log on for a retail coupon. Many DJs across the country are now drinking Celsius and are raving about it on the air. The newest national print ad, seen above, is currently in US Weekly, First for Women, Woman’s World and Women’s Health.

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Nielsen finds consumers favor brand candy during Halloween

BY Allison Cerra

SCHAUMBURG, Ill. U.S. consumers say boo to store-brand candy for Halloween, filling trick-or-treaters’ bags with branded candy, according to an analysis by Nielsen.

Halloween is the biggest season for chocolate candy, with nearly 90 million pounds of chocolate candy sold during Halloween week. By comparison, nearly 65 million pounds of chocolate candy is sold during the week leading up to Easter and only 48 million pounds of chocolate candy is sold during Valentine’s week, Nielsen found.

“Without a doubt, consumers continue to turn to store brands in a down economy,” said Todd Hale, SVP consumer and shopper tnsights at The Nielsen Co. “What we see with Halloween candy sales, however, is a sign that consumers may be ‘splurging’ with brand name products for the holiday or simply taking advantage of brand name promotions and price reductions. Candy manufacturers invest a great deal of marketing dollars to build brand equity in candy and private label candy has not been able to overcome that investment and grab significant share.”

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Coca-Cola to roll out 90-calorie cans

BY Allison Cerra

NEW YORK Coca-Cola unveiled Wednesday a smaller and sleeker version of its classic Coke can.

The new 7.5-ounce can is shorter and slimmer than its predecessor and contains 90 calories total of the carbonated beverage. The Coca-Cola 90-calorie mini cans were created to provide consumers with a better way to manage their calories and will be sold in eight-packs.

The new product announcement follows Coca-Cola’s recent global commitment to put the calories on the front-of-package on nearly all its products. It also follows the announcement of a new partnership with the Healthy Weight Commitment Foundation, which advocates a common-sense approach to helping reduce obesity by 2015.

The new packaging is set to roll out in Washington and New York beginning December 2009. The rollout will expand to the rest of the country and be well underway by March 2010. For more visit http://www.thecoca-colacompany.com.

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