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Meijer to carry Reed’s product lines

BY Allison Cerra

LOS ANGELES Select Reed’s beverage lines will be distributed in Meijer stores throughout five states, the soda maker announced Tuesday.

Reed’s and Virgil’s beverages will be carried throughout Meijer’s 191 supercenter stores across Michigan, Ohio, Indiana, Illinois and Kentucky.

Neal Cohane, SVP sales and marketing at Reed’s said, “The opportunity to work with Meijer, a true innovator and retailing powerhouse, is very exciting. We look forward to enhancing the portfolio of high quality natural premium products that discriminating consumers have come to expect at Meijer’s supercenters. Our sales team’s efforts over the past two-and-a-half years are continuing to pay off. The demand for our brands is contagious and is reflected in this new direct delivery distribution partnership with Meijer, the pioneer of the modern day supercenter.”

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Powerade to launch Hispanic marketing campaign

BY Allison Cerra

ATLANTA Powerade is featuring goalkeeper Guillermo “Memo” Ochoa in the drink brand’s first-ever fully integrated marketing campaign aimed at the Hispanic community.

The Spanish-language advertising campaign, Powerade Latino, will kick off June 1 in major U.S. Hispanic markets and will be supported with a fully integrated marketing platform that includes broadcast, print, out-of-home, online, in-store and product packaging. Three 30-second TV spots featuring Memo Ochoa — who tends goal for the Mexican National Team — produced for the Powerade Latino campaign will premiere during the first match of the FIFA World Cup, Mexico vs. South Africa, on June 11.

“The Powerade Latino campaign is part of our broader FIFA World Cup activation this year, reaching more consumers and refreshing them on and off the field with our brands,” said Jose Serafin, senior brand manager, Hispanic marketing for Coca-Cola North America. “The [campaign] is a great way to celebrate our brand’s strong relationship with the U.S. Hispanic community, and maximize our partnership with the FIFA World Cup, the most popular sporting event in the world.”

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Celsius gives consumers the ultimate challenge

BY Allison Cerra

DELRAY BEACH, Fla. Celsius is launching the Ultimate Workout Challenge summer campaign to inspire consumers to be active.

Celsius is tapping its national brand spokesperson, Mario Lopez, to help coach consumers along the way.

Throughout the summer, consumers will be able to upload short video clips of their favorite way to achieve their ultimate workout, whether it’s walking the dog everyday or a grueling triathlon. Participants will be able to see the tips and tricks people across the country have found to help keep them motivated and stay active. Select recipes from Mario Lopez’s nutrition book, “Extra Lean,” will be featured on UltimateFitnessPartner.com as well as workout tips from top professional athletes and exclusive news and event information.

“Celsius is my Ultimate Fitness Partner, and we’re working together to help people everywhere improve their diet and fitness,” said Mario Lopez. “I’ll be sharing my favorite workout tips as well as recipes from my latest book, ‘Extra Lean,’ because we want America to know how important both a healthy diet and regular exercise are to overall good health.”

For more information and to sign up to take the Celsius Ultimate Workout Challenge, please log on to UltimateFitnessPartner.com.

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