Diet Coke teams up with NHLBI to raise women’s heart disease awareness
ATLANTA Diet Coke today announced that it has joined forces with the National Heart, Lung, and Blood Institute of the National Institutes of Health to raise awareness about women’s risk of heart disease in support of NHLBI’s The Heart Truth campaign.
“Through this partnership, Diet Coke can help raise awareness about heart disease, the number one killer of women, while showing women how to incorporate heart health into their lives,” said Katie Bayne, chief marketing officer, Coca-Cola North America.
The program will kick off Feb. 1, to celebrate the beginning of American Hearth Month, when Diet Coke sponsors The Heart Truth’s Red Dress Collection at Fashion Week 2008. The collection will feature one-of-a-kind dresses made by top fashion designers and worn by celebrities on the runway to show their support of The Heart Truth campaign and the Red Dress—the national symbol for women and heart disease awareness.Diet Coke also will unveil new packaging and programs featuring Red Dress logos and tips and information on women’s heart health.
From mid-February through April, Diet Coke will bring The Heart Truth message to communities by taking The Heart Truth Road Show on tour to Los Angeles, Atlanta, Philadelphia, Dallas, Houston, Minneapolis, Palm Beach, Fla., Cincinnati, Birmingham, Ala., and Charleston, S.C.. The traveling exhibit will feature six celebrity-worn red dresses, free heart health screenings and educational materials will be offered to consumers.
Starting Jan. 17, consumers can find more information on the Diet Coke’s Red Dress Program at www.mycokerewards.com. Heart disease is the No. 1 killer of women in the United States and The Heart Truth campaign encourages women to take steps to prevent heart disease.
Jones Soda names Joth Ricci COO
SEATTLE Jones Soda Co. on Thursday named Joth Ricci as its chief operating officer.
Ricci, 39, will join Jones Soda on Monday. He is currently general manager of Columbia Distributing Company, a beverage distributor based in Portland, Ore.
Peter van Stolk, the founder and chief executive of Jones Soda, recently stepped down. The company did not say why he left, but his departure came after three consecutive quarters of disappointing financial results. Jones also has been hit by several shareholder lawsuits claiming executives and board members pushed up the share price, then sold stock before poor first- and second-quarter earnings reports caused the price to plunge—claims which the company has denied.
Anheuser-Busch makes push into Latino market
ST. LOUIS Anheuser-Busch’s latest marketing push is geared toward Latinos because of their growing number, expanded buying power and evolving tastes.
By chasing after Spanish-speaking drinkers, big brewers like Anheuser-Busch are benefiting from the Latino culture among non-Hispanic drinkers, as well.
“This [Latino] market is not a niche anymore—it’s a mainstream market,” said Ines Rodriguez-Gutzmer, Atlanta-based senior vice president at Ketchum, an international public relations and marketing agency. “Do you like Shakira? Do you eat tacos? The influence of Hispanic culture is everywhere.”
Anheuser-Busch is planning a 25 percent spending increase this year in Spanish-language advertising. Spending on such national outlets as Telemundo will increase 45 percent. Much of the “air cover” will push Bud Light and Budweiser, the company’s No. 1 and No. 2 beers in the United States. Additionally, the company last year launched an extension to the Bud family to appeal to Latino drinkers. The premixed tomato cocktail, Chelada, is aimed primarily at Mexican-American drinkers, many of whom already were mixing similar cocktails.
Anheuser-Busch expects its broad advertising campaign casting Budweiser as the “Great American Lager” will resonate with Latino aspirers itching to upgrade their beer selections. “Contrary to a lot of people’s thoughts, Budweiser can grow,” said Dave Peacock, vice president of marketing at Anheuser-Busch’s U.S. beer division.