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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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Gerber Generation campaign focuses on nutrition

BY Allison Cerra

FLORHAM PARK, N.J. Gerber is expanding its new integrated marketing campaign to underscore early childhood nutrition.

Gerber Generation, which debuted in March television, out-of-home and print advertising, is enhancing its campaign by throwing 1,001 baby showers in partnership with House Party. The expanded campaign follows on the Start Healthy, Stay Healthy nutrition system the brand uses for its products to address childhood nutrition and obesity.

The baby showers will be held at homes of moms and moms-to-be, where they can talk about the importance of good nutrition and introduce their friends and family members to Gerber’s wide array of resources that span from pregnancy through preschool.  The parties will involve a mix of fun and education, and will include informational games, literature and Gerber product samples that help guide newly forming families through a baby’s nutrition journey.

“We have been leaders in early childhood nutrition and focused on the issue of childhood obesity for years,” said Rick Klauser, head of marketing for Nestle Infant Nutrition. “Research shows that the nutrition children get in the first five years can affect their health forever. We thought the idea of telling the story to moms from the mouths of children from all walks of life, at every stage of development from birth to age four, was compelling. These children are the next generation, the ‘Gerber Generation,’ and they deserve a healthy start.”

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Whole grain, bran intake may reduce death risk in diabetic women

BY Allison Cerra

NEW YORK Women who consume bran and whole grain foods are less likely to die from cardiovascular disease and other causes, researchers reported in the American Heart Association’s journal, Circulation.

The study — led by senior author Lu Qi, M.D., Ph.D., and colleagues — used data from 7,822 women diagnosed with Type 2 diabetes. During up to 26 years of follow-up, 852 deaths occurred, including 295 from cardiovascular disease in the diabetic women. The researchers used data from the food frequency questionnaires to calculate consumption of whole grain and its sub-components of bran and germ, as well as cereal fiber, in grams per day. They then divided the women into five groups based on their consumption of whole grain and its components.

Women who ate the most bran had 9.73 grams (median value) per day; those with the lowest consumption ate less than 0.8 grams (median value) per day.

The result: Women with Type 2 diabetes who ate the most bran had an average 35% lower risk of death from CVD and a 28% reduction in death from all causes than women who ate the least amount.

“To my knowledge, this is the first study of whole grain and its components and risk of death in diabetic patients,” said Qi, assistant professor of medicine at Harvard Medical School and assistant professor of nutrition in the Harvard School of Public Health. “Patients with diabetes face two to three times the risk of cardiovascular disease and premature death compared to the general population. These findings suggest a potential benefit of whole grain, and particularly bran, in reducing death and cardiovascular risk in diabetic patients.”

The American Heart Association recommends a dietary pattern rich in whole-grain, high fiber foods and that half of an individual’s grain intake should come from whole grains.

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