While rival Coca-Cola is rolling out a massive global centenary celebration this year partly in a bid to save decreasing soda sales, Pepsi is also launching a multimillion yearlong marketing push—the new Pepsi Challenge.
Following the launch of the»green» low-calorie soda Coca-Cola Life in the UK last week, the company is introducing another new product for health-conscious British consumers—a bottled vaporised water brand glacéau smartwater. The launch is supported with a «multi-million pound» marketing campaign (figures are not disclosed) and features a 45-year-old American actress Jennifer Aniston as the ‘face’ and the brand’s spokesperson in the UK.
To promote its women’s products, Under Armour has launched an inspiring campaign by Droga5, focused on strong dedication and inner strength that can drive anyone to success. The centerpiece of the new effort of a one-minute spot featuring ballet dancer Misty Copeland, a soloist for the American Ballet Theatre, who had problems with admission to the academic ballet top school because she got a “wrong body.”
Budweiser is forming a true street band with the help of established musicians as part of its ongoing global campaign “’Budweiser Made for Music.” The beer brand is searching talent on the streets and subways of such big cities as London and New York with a goal to find the best musicians for its “ultimate busker band.”
Campari is presenting the latest edition of its calendar series, designed to celebrate some rituals or phenomenon. Traditionally, the calendar is fronted by a celebrity—for this year’s edition, which is a 16th consecutive piece, the label tapped French-born actress Eva Green, who is unveiling the secrets of “Mythology Mixology” each month.