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Rayovac campaign asks shoppers to ‘Love Your Battery’

BY Gisselle Gaitan

After being silent for nearly a decade, Rayovac burst back onto the scene with a seasonal campaign relaunch in 2016. As part of those continued efforts, the company is looking to make its presence known year-round through a new digital and print partnership with Meredith publications, and a brand-new ad campaign.

The “Love Your Battery” campaign, which was created by full-service advertising agency, Lindsay Stone & Briggs, targets parents and celebrates a love for batteries by setting the scene with real-life sentimental moments.

“People often overlook the things that keep their lives running, especially if they’re in the background and just expected to work,” Michele Woolever, senior product marketing manager for Spectrum Brands, said. “The Love Your Battery campaign was inspired by those real-life moments that we don’t want to be interrupted. These are the moments where batteries are needed most.”

One of the ads in the new campaign for Rayovac’s Fusion Batteries features a brother and sister reading under a blanket fort together that’s kept lit by the battery in their flashlight. Emphasizing these moments is what “Love Your Battery” will continue to do by featuring quiet moments between loved ones where batteries play a key role in creating a long-lasting connection, the company said.

Tugging at the heartstrings isn’t the only way the brand wants to get its message across. Rayovac said it also will incorporate social media, digital banners, video, mobile and print ads to raise awareness and sales of its products.

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Peet’s Coffee intros nitro cold brew

BY DSN STAFF

Peet’s Coffee is expanding its line of craft beverages by introducing a new ready-to-drink cold brew.

The brand’s new Baridi Black Nitro Cold Brew features an infusion of nitrogen from unique widget technology within the can o create an ultra-velvet cascade with a creamy finish, the company said.

“Our popular cold-crafted beverages sold in Peet’s coffee bars continue to drive our innovation and are the inspiration behind our new canned Nitro Cold Brew,” Gretchen Koch, director of marketing and innovation of Coldcraft at Peet’s Coffee, said. “Nitro was the logical next step after the successful 2016 launch of our bottled Cold Brews. Our new canned Nitro lets us further tap into this fast-growing cold brew category, which Nielsen shows has nearly doubled in the last year, with a true draft experience in a can.”

Peet’s Baridi Black Nitro Cold Brew will be available primarily throughout the sate’s of California, Oregon, Washington and Nevada. It also will be on shelves at grocery, natural and specialty stores as well as Peet’s coffee bars with a suggested retail price of $4.99.

“We are excited for coffee fans to experience the physics of nitrogenization from our widget technology that gives our Baridi Black cold brew a creamy texture and highlights its delicious chocolatey notes,” Koch said.

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Coca-Cola’s new campaign focuses on special moments

BY Gisselle Gaitan

In the spirit of its “Share a Coke” campaign, Coca-Cola is focusing its 2018 campaign on special moments.

The company announced that it will be rewarding consumers for the simple act of sharing by having name labels on 20-oz. bottles as stickers, which can be peeled off to reveal the Coca-Cola Sip and Scan code that unlocks chances to win such prizes as a free coke, to amusement park passes and baseball tickets.

“‘Share a Coke’ has become a rite of summer for our fans,” Jaideep Kibe, vice president of the Coca-Cola Trademark at Coca-Cola North America, said. “The campaign’s annual return is a social marker on the calendar, as we welcome new adventures, new friendships and new memories. This year, we’re focusing on the role Coca-Cola plays in the special summer moments we share with others. We wanted to tap into the meaning behind shared experiences more so than just names.”

This summer, the company also will be launching the Share Chair, which is an oversized armchair that doubles as a “shareable” vending machine. When two people sit together, personalized mini cans of Coca-Cola and Coke Zero are dispensed through the arm’s chair. A strategically placed camera also captures the moment, which can then be shared on social media, the company said.

“This program is not about the size and power of Coke,” Kibe said. “It’s about the intimacy and proximity of Coke, and the meaning behind every time you share a Coke.”

The chair will be traveling to marquee summer events including the BET Experience in L.A., Special Olympics USA Games and the Major League Baseball All-Star Game in Washington, D.C.

In addition, more than 1,100 first and last names are to be featured on 20-oz. bottles of seven of the brand’s products — Diet Coke, Coca-Cola Zero Sugar, Coca-Cola Life, Cherry Coke, Vanilla Coke and Cherry Coke Zero — along with such nicknames as “La Familia”, “A Champion”, “My Best Friend”, “An MVP”, and “Your Squad” appearing on Coke, Coke Life and Coke Zero Sugar packages.

Personalized 8-oz. glass bottles of Coca-Cola, Diet Coke and Coke Zero Sugar can be purchased on Share a Coke’s website, along with the chance to customize bottles with two lines of text, share “social postcards” with friends and family and search for their name in stores.

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