Cindy Crawford represents Propel Zero in new campaign promoting active lifestyles
PURCHASE, N.Y. — PepsiCo is launching its latest Propel drink with the same great taste and a pretty face; Cindy Crawford is representing Propel Zero, the zero-calorie, enhanced water with no artificial flavors and no heavy sweeteners, in the brand’s new campaign that begins this week.
Propel Zero replenishes with vitamins C and E, energizes with B vitamins and protects the body with antioxidants, according to the company. The campaign, called “Get More From Your Zero,” targets “men and women who lead healthy, active lives,” and includes a commercial spot, online presence, social media outlets and a program to raise awareness for the benefits of an active lifestyle.
The commercial spot starts this week and stars Crawford, whose active lifestyle represents men and women who want to live life to its fullest, the company said. It will air on nationwide broadcast outlets and YouTube. Consumers can visit Propel Zero’s Facebook page at Facebook.com/Propel to share their Propel Zero photos and discuss their favorite ways to get active.
"We all live such full, active lives, and I love that Propel Zero keeps me hydrated, replenished and energized with vitamins, without a single calorie," Crawford said. "It’s so important to take care of yourself so that you can get the most out of life.”
Additionally, Crawford and Propel Zero are encouraging men and women to exercise 1,000 more minutes per month, per season or per year, depending on one’s level of ambition, with the “Propel Zero to 1,000” challenge, which will kick off in April when Crawford will host a celebrity dog-walking event in Los Angeles. The event not only will inspire consumers to live active lifestyles, but it also will raise funds for Much Love, a nonprofit organization dedicated to the well-being of animals.
Propel Zero is partnering with Walmart to share 3 million Propel Zero samples with shoppers between today and April 24. Propel Zero is available in seven ready-to-drink flavors: berry, grape, black cherry, lemon, blueberry pomegranate, kiwi-strawberry and peach. It’s also available as a powder, with eight flavors to enhance your on-the-go water.
Whole Foods flagship to offer wine and beer
NEW YORK — Whole Foods is becoming the latest retailer to offer in-store bars, according to published reports.
USA Today reported that the chain opened a bar selling local wine and craft beer at its flagship store in Austin, Texas, as well as stores in California, Arizona, Illinois and other states, with plans to open at least seven more bars by 2012. The article quoted CEO Walter Robb as saying it was a response to customers coming out of the recession and wanting affordable luxuries.
The store sells beer and wine by the glass for $4 to $10 and growlers of beer for $6.99, the article reported. The service is similar to one recently rolled out by retail pharmacy chain Duane Reade at two of its stores in New York, and the article reported that Starbucks was conducting a similar pilot program at some of its stores in Seattle.
PepsiCo appoints new EVP government affairs
PURCHASE, N.Y. — PepsiCo has appointed Maura Abeln Smith as its new EVP government affairs, general counsel and corporate secretary, effective May 5.
Smith, who now will be responsible for the company’s worldwide legal function and government affairs organization, succeeds current EVP Larry Thompson, who is retiring from the company.
Prior to this position, Smith served for eight years as SVP, general counsel, corporate secretary and global government relations of International Paper. She has worked as a corporate attorney for more than 30 years, Pepsi said.