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Yiayia approved: Kraft puts Athenos at center stage

BY Allison Cerra

GLENVIEW, Ill. — Kraft Foods has put the spotlight on Athenos with the brand’s first-ever advertising campaign.

Athenos’ portfolio, which includes Greek yogurt, hummus and pita chips, is being brought to life with a campaign highlighting yiayias, or Greek grandmothers, and their no-nonsense, unsolicited opinions of the world. The ads, created by Droga5, show that while yiayias criticize their grandchildren for their attire, lack of job or living with their significant other before marriage, the women do approve of Athenos products.

Although the ads have faced their own criticism for being controversial, the message about Athenos certainly is heard loud and clear with the brand’s tagline, "Athenos may be the only thing approved by Yiayia."

Commenting on the ads, Droga5 CEO Andrew Essex said, "Consumers are clearly ready for a fresh voice in the category, and that requires communications that differentiate the brand in a genuinely fun way. We’re convinced people will want to be part of this campaign, and we are thrilled to be working with a company so willing to push creative boundaries."

Click here to view the Athenos ad spots.

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Coca-Cola adds Honest Tea to portfolio

BY Allison Cerra

ATLANTA — Three years after purchasing a minority stake in Honest Tea, an organic bottled tea company, Coca-Cola said it has exercised its option to acquire the remaining portion of the company.

Financial terms of the transaction were not disclosed, but Coca-Cola did note that Honest Tea would continue its operations outside of Bethesda, Md., and will continue to operate as a stand-alone business. Honest Tea will be led by current CEO Seth Goldman, his management team and current Honest Tea employees.

"When we made the investment in Honest Tea, we did so because we saw that it had great potential to be a significant brand of the future. Three years after, the brand truly reflects where consumer demand is today, and we are excited about being on the verge of still more growth,” said Deryck van Rensburg, president and general manager of venturing and emerging brands at Coca-Cola North America.

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Coca-Cola expands marketing efforts for Seagram’s

BY Allison Cerra

ATLANTA — Coca-Cola is expanding the reach of its Seagram’s line of beverages across the United States.

The beverage giant said it would begin a several-phase marketing strategy for Seagram’s, beginning with new radio and out-of-home advertisements for Seagram’s ginger ale.

“While ginger ale and mixers are favorite beverage choices for many adults, they weren’t fully available offerings in the Coca-Cola portfolio of beverages,” said Caren Pasquale Seckler, VP sparkling flavor brands at Coca-Cola North America. “By making the Seagram’s brand more readily available, we can ensure when people reach for ginger ale or mixers for both every day enjoyment and for social celebrations, they choose Seagram’s.”

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