PepsiCo launches ‘Live For Now’ global campaign
PURCHASE, N.Y. — PepsiCo is underscoring its global positioning by launching a new worldwide campaign.
Designed to invite and inspire Pepsi fans around the world to live life to the fullest, "Live For Now," the company said, reflects the insight that Pepsi fans all around the world desire to capture the excitement of "now." The multiyear campaign — which will include a breadth of global, pop culture platforms — will first launch in the United States and roll out globally throughout 2012.
Pepsi’s global campaign launches in the U.S. with "Pepsi Pulse," an interactive digital platform that will operate in real time, curating and serving up trending pop-culture content, entertainment news and consumer incentives. Pepsi Pulse includes such features as an interactive display of pop-culture news content and interaction with celebrity visitors. What’s more, Pepsi also is launching a version of Pepsi Pulse targeting bicultural Hispanic consumers called, "Mi Pepsi" that will feature relevant content for this demographic.
"The ‘Live for Now’ positioning will inform the way Pepsi behaves as a brand and is a fantastic filter through which to create exciting and innovative partnerships with some of the world’s leading artists and entertainment properties," Pepsi Beverages chief marketing officer Simon Lowden said. "We are excited to be announcing a series of exclusive partnerships in the U.S. over the next few months that will breathe life into ‘Live for Now’ and offer one-of-a-kind experiences for our fans."
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Meijer launches sustainable seafood program
GRAND RAPIDS, Mich. — Meijer is launching a program that it said was designed to ensure that its seafood suppliers follow sustainability guidelines, the company said.
The mass merchandise retail chain announced that it would require suppliers to follow guidelines for farmed and wild-caught seafood; most of the seafood the chain sells comes from farms, as is the case with most of the industry, the company said.
"Meijer has a great track record of working with responsible seafood suppliers," Meijer CEO and co-chairman Hank Meijer said. "As we grow, the launch of this seafood sustainability initiative is simply the next step to ensuring we continue to provide our customers with seafood farmed and caught in the most responsible and sustainable way."
The initiative includes partnerships with the Global Aquaculture Alliance to ensure that farms adhere to best aquaculture practices, and with the Sustainable Fisheries Partnership to ensure sustainable fishing practices for wild-caught seafood.
"As Meijer continues to refine its seafood sustainability program, we have internally pledged to only work with seafood suppliers that share our commitment toward seafood sustainability and have a genuine interest in being involved in the solution," Meijer COO J.K. Symancyk said. "We expect our seafood suppliers to provide open communication and commit to full transparency as we work toward achieving the highest levels of seafood sustainability."
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Nestle Waters North America launches Resource in Southern California market
STAMFORD, Conn. — Nestle Waters North America has introduced a sustainably sourced natural spring water. has introduced a sustainably sourced natural spring water.
The company said Resource 100% natural spring water, which contains naturally occurring electrolytes for taste, has been launched in the Southern California market. The water is packaged in a recyclable bottle made with 50% recycled plastic, the company said.
To celebrate the launch, Resource is hosting a consumer event where the brand will unveil the "Fountain of Electrolytenment" — an interactive fountain of water that combines water-writing, a technology that uses falling water droplets to create words and graphics, with a real-time artificial intelligence interface — at The Grove in Los Angeles from May 3 to 6.
"We are proud to offer a bottled water that is good for you and good for the environment to Southern California," Resource senior marketing manager Larry Cooper said. "Our goal is to bring the power of new discoveries and Total ‘Electrolytenment’ through our interactive fountain of water and various LA experts."
For more information about the brand, visit Facebook.com/resourcespringwater.
The Grove is a great location for this event! I look forward to being there. Larry--if you're going to be there, let me know when and I'll look forward to meeting you and learing more about the plans for Resource. Thanks for choosing Southern California for the launch! I'll be there tweeting!