M&Ms, CandyRific sweeten up rock ‘n roll with musical candy
CandyRific has “chord-inated” with M&Ms to bring candy-lovers Rockstars, a new line of music-making candy starting Jan. 1.
The line offers two options: “Red” M&M playing the guitar and “Blue” playing the saxophone. The packaging plays music and contains a fun-sized bag of M&Ms chocolate candy in the base. M&Ms Brand Rockstars are available at the start of 2012 for a suggested retail price of $5.99.
CandyRific and M&Ms Brand previously teamed up to sell seasonal products and the “Star Wars” novelties featuring M&Ms characters like “Red” and “Blue.”
Dr Pepper introduces new Dr Pepper TEN, man-centric campaign
PLANO, Texas — Dr Pepper has announced the launch of Dr Pepper TEN, a new line that delivers the taste of regular Dr Pepper but with just 10 calories. The catch is, it’s for men only.
Designed specifically to target men who want a lower-calorie option without the "diet" stigma, Dr Pepper TEN will feature distinctly masculine packaging and will be supported by a man-centric ad campaign and Facebook page, according to the company.
“Men told us that they wanted a low-calorie option with the full flavor of regular Dr Pepper — and that’s exactly what we’re delivering with Dr Pepper TEN," said Dave Fleming, director of marketing for Dr Pepper. " I’d say these are the 10 hardest-working calories in the beverage business.”
Consumer feedback and research showed that many men between the ages of 25 years and 34 years are not completely satisfied with the taste or image of diet sodas — although they understand the need to make healthier beverage choices, Dr Pepper reported.
In response to the research, Dr Pepper Snapple Group developed a blend of sweeteners to deliver the full flavor of original Dr Pepper with fewer calories, the company stated. DPS rolled out the product in six test markets, supported by a full marketing campaign, including TV, radio and out-of-home advertising and in-store displays — all featuring an “It’s Not for Women” message.
“In our test markets, Dr Pepper TEN became a go-to drink for men, providing the full-flavor, low-calorie experience they have been looking for,” Fleming said. “We’re excited to roll out the product on a national level and give guys across the country a taste of our latest beverage innovation.”
The national launch of Dr Pepper TEN will be supported by an integrated marketing campaign, further focusing on the “It’s Not for Women” theme through national TV, print and online media. The campaign also will include a new social media campaign with a bold Dr Pepper TEN Facebook application that only men can access.
Flavored waters run deep
Sales of plain PET bottled water may be flat, but there’s significant action in flavored and enhanced waters. Glaceau’s Vitaminwater Zero saw triple-digit sales increases in all three channels (excluding Walmart) for the 52 weeks ended Aug. 7, according to the SymphonyIRI Group. Sales of the company’s Smartwater jumped 25% during the same period.
Whole Foods and Trader Joe’s also have introduced private-label electrolyte-enhanced still waters.
More growth could be coming from unsweetened products. John Sicher, editor and publisher of Beverage Digest, said that while unsweetened flavored and enhanced waters remain a small part of the business, they are a segment worth watching. “I think we’ll see more of these products that offer a bit of flavor over the next year,” he said.
Gary Hemphill, SVP information services at Beverage Marketing Corp., called the products a “reflection of the innovation in the marketplace and the continued movement toward healthier refreshment.” Sicher sees more consumer interest in functional beverages, and this segment appeals to consumers’ desire for “hydration.”
Ayala Laufer-Cahana, founder of Herbal Water, believed consumers want flavor but not calories. Herbal Water unsweetened still and sparkling waters, sold in national supermarkets, come in sophisticated and complex flavors, such as cloves/cardamom/cinnamon and lemongrass/mint/vanilla.
Hint, another naturally flavored still water, has had sales increases of 50% per year, according to COO Theo Goldin. The product is sold in Duane Reade stores and in supermarkets. Both Herbal Water and Hint recently introduced sparkling water line extensions.
The article above is part of the DSN Category Review Series. For the complete Beverages Buy-In Report, including extensive charts, data and more analysis, click here.