Monday, October 31, 2011 | Edited by Daniel Moores
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NOTE: Due to a technical issue, you may not have received Monday's RST. The full issue is below. Sorry for the inconvenience. Coca-Cola Gets Real with Polar Bears Beverage Giant Links with WWF for Arctic Home For the next few months Coca-Cola's animated polar bears will be stepping aside to put the spotlight on their real-life counterparts. The effort is expected to raise several million dollars to aid World Wildlife Fund's polar bear conservation efforts. "We always intended to separate the authentic polar bear from our iconic polar bear, in making sure we were clear this was an effort to support WWF efforts," said Pio Schunker, senior-VP integrated marketing at Coca-Cola. "But as we approached this, sheer good luck and timing prevailed." Mr. Schunker said that Coca-Cola was already in the midst of developing creative with Leo Burnett when MacGillivray Freeman Films, which had spent the last few years filming polar bears in the Arctic, asked if the company would be interested in partnering. "At that point we scrapped the TV campaign we'd been working on in favor of taking their footage and incorporating it into the TV spots and website," Mr. Schunker said. MacGillivray Freeman Films is working with Warner Bros. Pictures and IMAX Corporation to co-produce "To The Arctic 3D," which is scheduled for a 2012 release. Two 30-second commercials using that footage will begin airing Nov. 14, while additional 15-second spots and online videos will focus on different aspects of the campaign. Polar bears first appeared in Coca-Cola's print advertising in 1922 in France. For the next 70 years, they were used sporadically in print advertising. But it wasn't until 1993, with the debut of "Northern Lights," that the animated polar bears became a mainstay of the company's marketing efforts. The campaign, dubbed "Arctic Home," has been in development for about 18 months and will tap into every single aspect of the Coca-Cola system, said Katie Bayne, president-general manager of sparkling beverages. A dedicated website, ArcticHome.com will feature a 3-D experience that has digital representations of actual polar bears that are being tracked in the wild. The company will also leverage its digital network, whiting out billboards across the country, including in New York's Times Square. Mobile, tablet and social media elements, in-store merchandising and a variety of traditional media executions are also planned, as are tie-ins with the MyCokeRewards program. "There are so many different ways to participate, that's what will make it different," said Ms. Bayne, of standing out during the holiday season, when a variety of charitable causes compete for consumers' attention. (Coca-Cola's Santa Claus will still make an appearance this holiday season.) "When we talked to Mom and family decision makers, they said, 'this is the time of year when I try to teach my family to just give a little back.'" But the real showcase is the packaging. More than 1.4 billion special-edition Coke cans, designed by Turner Duckworth, will roll out beginning Nov. 1. Bottle caps on products across the portfolio will also turn white. Ms. Bayne said that the company has been stock piling white cans for months, in order to roll them out nationally in a big way on launch day. "We wanted to avoid the very traditional path this could have taken," said Mr. Schunker. "It was literally a two-sentence paragraph in a 40-page deck from Leo Burnett -- 'Coke cans turn white.' When Katie and I saw that we were like, 'This is what makes this big.' It was the lead idea, everything pivoted off of that idea." Coca-Cola has committed $2 million up front to the WWF, and will match up to $1 million in donations made with package codes through March 15. The company worked with mobile carriers to lower the minimum text donation from the standard $10 to $1. Asked whether the program will be incorporated into the Super Bowl on Feb. 5, well before the program officially concludes, Ms. Bayne said that Coca-Cola is "still looking at a lot of things around that part of the year," but said it's too early to talk about specific plans. (Source: AdAge.com, 10/26/11) |
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Cause Marketing and Social Media Come Together in 7-Eleven/Pepsi Campaign Pepsi has partnered with 7-Eleven Inc.'s convenience stores nationwide to ask consumers to help relieve domestic hunger by purchasing a Pepsi trademark product at participating 7-Eleven locations nationwide, with proceeds of up to $250,000 going to Feeding America. According to the soft drink company, from now through Dec. 31, Pepsi will donate 5 cents from each 20-ounce Pepsi product purchased at 7-Eleven locations, and customers can double their donations by checking-in to 7-Eleven on Facebook. "We believe it's important to create unique, point-of-sales marketing programs that engage our customers and provide them with a convenient, immediate way to do good," said Bryan Welsh, Pepsi shopper marketing vice president. Pepsi and 7-Eleven will have in-store and online promotional displays and advertising to drive deeper awareness, including case cards on Pepsi end-caps coupled with national and hyper-local advertising on Facebook and participating food bank websites. "Studies show that cause-marketing and social media are two critical ways to reach millennial consumers, a target demographic for both 7-Eleven and Pepsi," said Jesus Delgado-Jenkins, 7-Eleven's senior vice president of merchandising, marketing and logistics. "Pepsi has been a great partner in extending our partnership with Feeding America, a charity focus for our companies." All donations go to Feeding America's national and local programs, which provide emergency food assistance to 37 million Americans each year, including 14 million children and three million seniors. For more information on the Pepsi, 7-Eleven and Feeding America partnership, please visit the Pepsi Feeding America Facebook tab at www.facebook.com/pepsi. (Source: Convenience Store News, 10/24/11) |
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What Stations Are Doing: Good Radio Doing Good With a reported 1 in 4 children and 1 in 5 adults in the Bay Area at risk of hunger, KGO/San Francisco and Bay Area Food Banks recently joined forces for the first annual "KGO Fights Hunger Day Radiothon" to raise awareness and much-needed funds to help alleviate hunger in the Bay Area. In response to special programming aired throughout the day-long broadcast, KGO listeners responded to the tune of some $200,000+ to help fight hunger in the region. KGO reports that for every $1 received, area food banks can distribute an average of $4 worth of food. "I am so proud of what our listeners and staff were able to accomplish in just 14 hours," said KGO Operations Manager Jack Swanson. "This was an eye-opening experience for all of us and we all now know how much these vital services are needed in our community." (Source: NTS MediaOnline, 10/05/11) |
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