Nike, Coke ring in the New Year with call to fitness ads
NEW YORK Nike and Coca-Cola are joining the bandwagon of the fitness advertisement surge which backs the most frequent New Year’s resolution—getting in shape.
Nike and Coca-Cola today announced a two-year deal, beginning Tuesday, with fitness network Exercise TV. The deal for undisclosed terms will place Coke’s Enviga green tea and brand images on some of the channel’s workout shows and create original Enviga programming. Enviga claims to help burn calories by speeding up metabolism with green tea extracts and caffeine.
Nike returns as a title sponsor for MTV’s New Year’s celebration and will kick off a fitness ad campaign around its “No Excuses” theme. “There’s no better way to deliver an inspiring message of health and fitness for the new year to the youth of America than through MTV,” said Nike spokesman Dean Stoyer.
Trend-watcher Marian Salzman at ad agency JWT stated that Coke and Nike are seizing a good opportunity to offer people a positive, action-oriented message as they try to move on from 2007’s credit crunch, housing slump, declining dollar and other woes.
Survey shows craft beer is the drink of choice this New Year’s Eve
BOSTON Ring in the New Year with a full-flavored craft beer. A recent survey conducted by GfK Roper Public Affairs and Media found that men prefer craft beer as their drink of choice when the ball drops on New Year’s Eve.
The Samuel Adams Co. suggested making a good house warming gift of its Winter Classics collection or of Samuel Adams Utopias—the world’s strongest beer, with an alcohol content of 27 percent. The beer is meant to be sipped from a snifter glass like a fine port, cognac or sherry. “Beer has been bringing people together for festive occasions long before champagne was even invented,” says Jim Koch, founder and brewer of Samuel Adams. “2007 was a great year for appreciating craft beer, so I’m not surprised that more people will be raising their steins to ring in 2008.”
Fifty-nine percent of survey respondents said they’d prefer to be given craft beer as a host/hostess gift. The findings are the result of 315 telephone interviews of U.S. men ages 21-34, conducted from Dec. 13 to Dec. 15, 2007.
Coke reportedly may buy Honest Tea stake
ATLANTA Coka-cola is close to buying a stake in the boutique tea company Honest Beverages, a Bethesda, Md.-based maker of organic teas and juices under the brand Honest Teas, Beverage Digest reported, citing sources familiar with the matter.
Coke and Honest Beverages representatives could not be reached for comment Wednesday.
If the Honest move proves true, it could help Coke build up its noncarbonated offerings to better compete with rival Pepsi. Last year, Coke bought Fuze and Glaceau, the maker of Vitaminwater, to strengthen its portfolio in the growing energy drink and water categories.
Honest Tea, founded in 1998, had sales of $23 million in 2007 and has 52 employees. The brand’s teas and juices are sold at Kroger, Target and Whole Foods. The privately held company had total volume of just under 2 million 192-ounce cases in 2006, according to Beverage Digest.