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Sprite hopes to ‘spark’ creativity in teens

BY Allison Cerra

ATLANTA Sprite is giving teens a platform to express their creativity through music and film in the brand’s first-ever global integrated marketing campaign, The Spark.

“Our research shows that fresh ideas and experiences are important social currency for teens,” said Joe Tripodi, chief marketing and commercial officer, Coca-Cola. “Whether its music, film or sport, through The Spark campaign Sprite is providing an original, interactive way for teens around the world to showcase and share their creativity with others.”

The Spark takes its name from Sprite’s newly updated Spark logo, which captures the lemon-lime sparkling beverage’s unique ability to refresh and invigorate. The campaign will launch in markets around the world in 2010 and across four continents including Europe, North America, Africa and Asia. North America will lead the global launch with a campaign that embodies the essence of The Spark.

The new campaign is a fully integrated marketing effort that includes TV, out-of-home, digital and mobile applications.

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Naked Juice introduces coconut water

BY Allison Cerra

AZUSA, Calif. Naked Juice has unveiled a new product that quenches thirst, revitalizes the body and satisfies taste buds.

Naked Juice’s Naked Coconut Water gets its flavor from Brazilian coconuts and promises to help replenish the potassium and other electrolytes anytime you’re on the move, containing 650-mg of potassium, 65-mg of calcium, and 23-mg of magnesium.

The 100% coconut water is completely all-natural, fat free, cholesterol free and gluten free.

Naked Coconut Water is available nationwide in Whole Foods for the suggested retail prices of $1.99 per 11.2 oz. package in the functional beverages and grab-and-go sections.

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Game, set, match for Venus Williams, Tide

BY Allison Cerra

CINCINNATI Stains and odors are no match for tennis superstar Venus Williams, who has teamed up with Tide’s newest detergent.

Tide plus Febreze Freshness Sport is designed to help remove tough stains and odors from garments that take the hardest hits.

“Knowing that my clothing has to meet the demands of my game, I always try to blend technological innovation and my personal style in the looks I design for practice and for tournament play. I use performance fabrics frequently in my designs — they’re great for keeping me cool and dry during my toughest matches, but keeping the fibers clean and fresh can be a challenge,” said Williams.

In addition to appearing in television, print and in-store advertising, Venus Williams will be featured prominently on the Tide plus Febreze Freshness Sport Web site at www.tide.com/Venus in a promotion that challenges consumers to design a tennis outfit for tournament play. The winning look will inspire an outfit that Williams will wear at a major tennis tournament in 2010. The contest begins Feb. 5 and will end on May 7. The official rules can be found at www.tide.com/Venus.

Beginning February 2010, Tide plus Febreze Fresh Sport will be available nationwide for the suggested retail price of $8.00 for 30 loads, $10.00 for 75 loads and $13.00 for 100 loads, respectively. Actual prices are at the sole discretion of individual retailers.

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