Mother energy drink launches new can for clubs, bars

Energy drink brand, Mother, has announced the launch of a new, sleek can designed exclusively for licensed bars, nightclubs and restaurants.

To accompany the new look 250mL can, nightspots will also be offered a specially designed Mother Energy fountain gun, providing premises staff with an easier way to serve the caffeine drink.

“We’re excited to roll out Mother in a premium can format for our licensed customers and consumers,” said Pamela Wyatt, marketing manager for the Mother brand. “When the sun goes down and people out and about are looking for something that little bit special, the new Mother energy drink Premium Can is a great choice.”

The launch of the Mother Premium Can will be supported by a range of point-of-sale items including decaled bar fridges, chalk counter cards, and cooler banners.

Mother is currently available in seven different energy drink options in Australia including the classic Mother flavour, Mother Revive, Mother Lemon Bite, Mother Surge Orange, Mother Frosty Berry, Mother Green Storm and Mother Sugar Free.

 

Menora lands “game changer” deal

Menora Foods has landed a deal with Premier Foods in what is being described by the food marketing and distribution company as “an absolute game changer.”

Menora has secured a deal with the London Stock Exchange-listed Premier Foods for its Peckish range of rice snacks, The Australian reports.

The brand, which also distributes Cobram Estate olive oil, Wattle Valley cheeses and dips and Maille mustard, is also in talks with the US and South Africa to take their brands into new markets.

‘’It is an absolute game changer for our business. To have a business such as Premier recognise the value in a brand such as Peckish and to take it into a market which is three times the size of Australia is a great achievement,’’ said Menora chief executive, Sam Schachna.

The Peckish and Wattle Valley brands entered the New Zealand market three years ago as the first stage in Menora’s international expansion plans, and the New Zealand business is now has a turnover of more than $20 million with more than 40 percent market share.

Menora markets more than 1,500 products and half of its revenue comes from supplying independent grocery stores. The company has also moved into chilled meals and the beverage market through a deal with Saxby’s soft drinks.

Established in Melbourne in 1967 as Menora Gourmet Products, three years ago Menora Foods invested in a state-of-the-art head office facility in Noble Park, containing warehousing for dry, chilled, frozen and confectionery products,

 

New worldwide logo for Aussie red meat

Launching at a trade fair in China later this month, all Australian red meat will soon be sold as one brand, True Aussie.

As part of Meat and Livestock Australia’s attempts to standardise the marketing of red meat worldwide, the True Aussie brand will replace logos such as Aussie Beef, the weeklytimesnow reports.

MLA global marketing general manager, Michael Edmonds, said that up until now the marketing of Australian red meat has changed depending on the country it was destined for.

“We have had a number of really good programs and logos for specific countries,” Edmonds said.

But with consumers travelling more, it makes sense to have a universal marketing campaign, he said.

 

Casella Wines unveils new corporate identity

Casella Wines, makers of Yellow Tail wine, will now be branded as Casella Family Brands.

The new brand identity has officially launched to support the company’s long-term corporate positioning and growth strategy, and is inclusive of a refreshed corporate logo and typeface, and also features a selection of original Casella family photographs.

The new creative, which was designed by Sydney based design agency, The Creative Method, is currently being rolled out across all facets the business including product packaging. A new company website – www.casellafamilybrands.com has also been created to complement the new identity.

John Casella says that the new brand identity represents a significant shift in the businesses’ vision.

 “In order to grow the business year on year, we need to stay relevant to our consumers around the world,” he says. “As a company we must continue to be inspired to create new and exciting products and drinking occasions, not just for our existing fans but to attract new drinkers. ‘Casella Family Brands’ allows us to explore a wide range of trends, innovations and opportunities in order to create brands and products that deliver against this vision.”  

In addition to the new brand identity, the corporate brand colour palette has also been updated to include the vibrant colours of blue, red, green and yellow, serving as a reference to the company’s flagship brand, Yellow Tail.

“The look and feel represents where old meets new, through creative that takes reference from the past yet with a contemporary look and feel and makes it timeless,” says Casella. “I am honoured that a selection of the original, and very special, family photos will be used to bring the history of Casella and generations of winemaking to life.

"As we enter the next chapter of our history, the re-positioning of Casella Wines to Casella Family Brands is a nod to the future, and reaffirms the role the company intends to play beyond the production of [yellow tail] wine.”

 

Mondelez launches new mobile marketing campaign

Mondelez International has launched a new mobile marketing initiative, where five big Australian brands are paired with five start-ups to accelerate and scale existing mobile innovations in 90 days.

The five brands getting involved in ‘Mobile Futures Australia’ are; Cadbury Dairy Milk, Marvellous Creations, Cadbury Favourites, Philadelphia cream cheese and belVita breakfast biscuits.

The initiative was launched last year in the US and Brazil, and aims to ignite the company’s consumer connections by collaborating with some of the most innovative minds in the mobile space – start-up entrepreneurs.

The program is about understanding and embracing the startup entrepreneurial spirit. Start-ups will work one-on-one with the five brands to customise and accelerate their mobile platforms, and activate pilots within 90 days. Brands will start by spending one week working side-by-side with their start-ups and their headquarters, immersing the company’s marketers into start-up culture.

Bonin Bough, vice president of global media at Mondelēz International said “around half of Australian consumers’ online activity occurs via mobile or tablet devices, but there’s a big gap between that mobile usage and where companies are investing their ad budgets”.

“This program will further drive innovation within our own organisation and create a culture of ‘intrapreneurship’. Out of that new culture will emerge new, innovative ideas that will shape the future of mobile,” Bough said.

 

CUB fined $20k for misleading labelling

Carlton & United Breweries (CUB) has paid two infringement notices totalling more than $20,000 for misleading labelling which implied one of its beers was brewed by a craft brewer in Byron Bay.

The labelling of the Byron Bay Pale Lager product incorporated the name Byron Bay Pale Lager as well as a pictorial representation of a lighthouse, text regarding Byron Bay and a map of the Byron Bay region showing the location of the Byron Bay Brewing Company.

The Byron Bay Brewing Company is a small brewery that, via its parent, licensed to CUB the right to supply Byron Bay Pale Lager across Australia. However the brewery only brews the Lager for sale on tap at its site in Byron Bay. The bottled beer is brewed by CUB at its brewery in Warnervale, some 630km away from Byron Bay.

ACCC chairman Rod Sims said CUB’s conduct undermines craft brewery’s point of difference. “Many small brewers cater to consumers who prefer to support small, niche businesses. When large companies portray themselves as small businesses, it undermines the unique selling point that such small businesses depend upon, and it misleads consumers,” he said.

“The ACCC will be writing to other participants putting them on notice of this matter in order to ensure that marketing and labelling in the beer market appropriately reflects where and by whom beer is brewed.”

In providing the court enforceable undertaking, CUB acknowledged that the labelling may have misled consumers and agreed to cease distribution of product with the misleading labelling. CUB has also said that, moving forward, it will not make false or misleading representations concerning the scale of the brewery in which its products are brewed or the place of origin of its products.
 

Scotch whisky trademark lands in Australia

The Scotch whisky trademark has been won by the Scotch Whisky Association (SWA), which it says will help combat fakes on the market.

According to the SWA, Australia has one of the worst markets for fake whisky, with the industry body taking action against the sale of 40 brands in Australia in 2005, The Herald Scotland reports. It places blame on the removal of specific protection of scotch from the country’s Food Standards Code in 2000.

In response, the SWA sought support from the UK government and European Commission, leading to the UK’s Foreign Secretary William Hague drawing attention to the issue in bilateral meetings with the Australian government during his visit to Australia.

For a spirit to be marketed as Scotch whisky, according to SWA guidelines it must have been distilled in Scotland using malted barley, with no other ingredient added except caramel colouring and water.

SWA legal adviser Alan Park said "registration of Scotch whisky as a certification trademark is a major breakthrough and will make it easier to crack down on fakes and therefore protect consumers."

"Scotch whisky exports are of immense value to the economy so overseas protection is vital. We will be monitoring the market and will use our new protection for Scotch whisky to take decisive action against fakes," he said.

 

Philadelphia Cream Cheese launches new campaign [video]

Kraft’s Philadelphia Cream Cheese has released its latest marketing campaign, in which it encourages consumers to be creative in the kitchen.

Called 'Do Your Thing', the campaign provides recipe ideas which incorporate Philadelphia, promoting the product’s versatility. Dishes include griddled peaches and Philadelphia, ruby grapefruit cheesecake and Philadelphia with honey and dukkah.

The communications activity focuses on digital and the product’s online hub philly.com.au, with amplification across TV, print and PR.

Philadelphia marketing manager Michael Davies said “Do Your Thing is an exciting campaign, designed to celebrate Australia’s kitchens and all the people who fill them. We will showcase recipes, tips and tricks throughout the campaign and provide inspiration to prepare delicious yet simple meals and encourage consumers to share their creations with us too.”

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Social media is key for effective wine marketing, says wine industry expert

American wine industry expert, Paul Mabray says that wine makers can no longer afford to ignore social media as a platform to communicate with customers.

Mabray is in Australia to present at the Wine Communicators of Australia’s annual lecture series and having worked in the wine and spirits industry for over 20 years, he says that social media has become an highly important communication channel that enables winemakers to get valuable insights from consumers in real time.

As chief strategy officer of Vintank, a company that specialises in social media measurement software for wineries, Mabray says that social is “one of the most pervasive communications channels in human history."

“First of all it’s free,” Mabray told ABC News. “Second it’s conversational so you are actually communicating with consumers and it’s not just a one to one conversation – it’s a one to many.”

As well as embracing social media as a communication platform, Mabray says that the way the message is presented across the varying platforms is highly important, and that traditional approaches to advertising don’t really work in the social space.

“I always tell wineries that if we answered the phone the way that we market our wines people would hang up immediately – we need to understand that it is a two way conversation, it’s an engagement,” Mabray told ABC News.

Mabray says that creating engaging conversations is far more effective than simply “blasting out your message.”

Another tip that Mabray emphasised was in relation to tailoring messages to each specific social platform.

“Cross posting between all your different social media networks. Each social media platform has its own language. So if I’m posting my tweets to facebook it looks odd and lazy… If you talk to the customer, you will always win.”

 

Australian Made launches new video

The Australian Made campaign has launched a new video explaining its brand’s role promoting local growers, processors and manufacturers.

The brand was launched by former prime minister Bob Hawke in 1986. Its campaign commissioned research in 2012 by Roy Morgan, showing 98.8 percent of Australians recognise it and 88.6 percent trust it to identify Australian products.

The iconic logo can be found on over 10,000 products worldwide.

See the About the Australian Made, Australian Grown logo in 45 seconds video below.

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Carlton Draught celebrates 150 years with new campaign

The Carlton Brewery (CUB) and its popular Draught product are celebrating their 150 year anniversary and have created a year-long campaign encouraging consumers to head to their local pub.

The campaign, Amber Jubilee, commenced on 27 March, and as part of the launch, representatives from Carlton & United Breweries, together with one of Australia’s most influential publicans, Matt Mullins from Sand Hill Road, as well as hospitality industry bodies came together to share a beer and discuss the future of the front bar of Australian pubs.

Matt Mullins, whose venues include the iconic Bridge Hotel and Prahran Hotel said, “For two centuries, pubs have played a central role in the life of every Australian community. While pubs are facing a lot of challenges, CUB’s latest insights show almost a third of people say catching up with close friends and mates nights out are the main reasons for heading into a pub, and it’s the people and the atmosphere that keep this constant.”

Carlton Draught is now calling for Australians to get involved in the campaign by sharing memorable moments between mates in pubs. It’s asking drinkers and publicans to submit their best pub stories and the top 150 of these will be immortalised on commemorative plaques in pubs across Australia.

Later this year, Carlton Draught will be releasing a limited edition heritage brew to be available in selected pubs nationwide and will be throwing public events in nominated pubs across the country

Publicans and pub-goes can register their best stories via www.carltondraught.com.au/pubstories

 

Billy Slater celebrates 10 years with Australian Bananas in new campaign

Australian Bananas has teamed up once again with NRL player Billy Slater in its latest advertising campaign.

The campaign – which marks a 10 year partnership between Slater and Australian Bananas – is designed to promote active and healthy lifestyles and is inclusive of two exercise videos and a national competition titled ‘Get Fit With Billy’ where consumers have the chance to win a two hour boot camp session with the NRL star.

Slater who grew up in the banana-growing region of Innisfail, says that he hopes that the new campaign encourages Australian’s to incorporate bananas into their exercise routine.

“Australian bananas are perfect to eat before trying my fitness videos, because they give you longer lasting energy. Being a dad of two young kids, I also try to make sure that they eat bananas too, as an ideal alternative to unhealthy, highly-processed food and drinks,” said Slater.

Glenn Cardwell, Australian Bananas’ Accredited Practising Dietician echoed Slater’s comments, stating that bananas are an ideal snack to top up energy levels.

 “Foods that are high in carbohydrate and low in fat are perfect and crucial for topping up the natural energy used by muscles. That’s why bananas are great for active Aussies. Not only do they taste great, they’re also nutritious and packed full of vitamin B6, vitamin C, folate, potassium, fibre and antioxidants,” he said.

 

Taylors Wines’ new marketing man

South Australian-based winery, Taylors Wines, has appointed Cameron Crowley as its new chief marketing officer.

Crowley has spent the past several years working in the spirits sector with brands including Diageo, Fosters and Brown Forman (where he led the Jack Daniels trademark for Asia Pacific), and has worked in global and regional leadership roles in the UK, Japan and Australia.

Taylors Wines managing director, Mitchell Taylor, said “Taylors Wines was established more than 40 years ago by my grandfather Bill Taylor Senior and is entering a new chapter. We welcome Cameron’s insight and skills in helping us achieve our goals, and look forward to him playing a major role in taking our awarded wines to the world.”

Crowley said being part of a family-owned business was a large part of the attraction of joining Taylors.

“It’s wonderful to see the people whose name is on the bottle walking the corridors and being hands on at the winery. To have access to that heritage is a wonderful thing for any brand.

“I’m thrilled to be joining a strong, innovative team with a positive culture that is focused on continually bringing high quality wines to the market,” he said.

 

Newcastle resident garners social media support for SPC

Newcastle resident, Linda Drummond has pioneered a movement on social media in support of struggling Australian fruit and vegetable processor, SPC Ardmona in the form of #SPCSunday.

Drummond created the hashtag last night in an effort to encourage Australians to support the processor by enjoying SPC tinned fruit products with ice-cream on Sunday’s.

“Who doesn't remember those childhood desserts of peaches, pears or fruit salad and iceceam?,” said Drummond. “Let's relive those glory days and help support a community too. Let's make Sundays SPC Sunday. Serve up some SPC goodies on Sunday and share your pictures on social media with the hashtag #SPCsunday.”

Since her initial post at 10pm last night, the hashtag has been used in over 900 tweets by politicians, media personalities and the community.

Celebrities to get in on the action include household names such as Magda Szubanski, Father Bob, Peter Fitzsimons, Lisa Wilkinson, Cal Wilson, Adam Spencer, Tim Campbell and Yumi Stynes.

Liberal MP Sharman Stone tweeted “I’ll be enjoying some #SPCA products this #SPCsunday, will you? Remember SPC isn’t just fruit and baked beans, there’s a range of great stuff.”

The spate of community support has come just days after Prime Minister Tony Abbott said that he would not back down from his decision to reject SPC Ardmona’s request for assistance.

The troubled food processor requested $25m in assistance last year as part of a restructure plan to keep the company afloat. SPC’s chief executive, Peter Kelly warned that the company would risk closure if the liberal government did not come through with the funding.

"I can't see a viable way for SPC to keep operating in the future if we don't invest this money,” Kelly said at a press meeting last year. “I can't say it any clearer than that."

South Australian pickle and sauce manufacturer, Spring Gully enjoyed a similar spate of community support last year which saw the troubled processor bounce back from receivership and clear over $1m in debt.

 

Jacob’s Creek officially showcases brand redesign

Famed Barossa Valley winery, Jacob’s Creek officially launched its new look at The Island on Sydney Harbour last night, marking the most significant brand redesign that the winery has undertaken since 1976.

Prior to the redesign, the company engaged in extensive market research which uncovered that consumers found the Jacob’s Creek brand to be traditional, conservative and slightly old fashioned. The research also uncovered that many consumers didn’t actually know that Jacob’s Creek is in fact a place in the South Australian wine region, the Barossa Valley.

The brand-redesign was crafted to encompass everything that Jacob’s Creek wanted to communicate – that Jacob’s Creek is a real place, found by a family of wine makers and a family of grape growers. These three key elements are represented in the new logo which features a river flowing through a wine glass, cradled by vine leaves.

“We found out that if we could actually connect with our consumers and show them what the story behind Jacob’s Creek is, it would make a very significant difference in terms of appreciation for the brand itself – so we took on this opportunity and we decided to really re-brand Jacob’s Creek,” said Jacob’s Creek brand manager, Louis Cheng at the Launch.

“The two leaves represent the vineyards planted by the founder Johann Gramp, the wine glass is what the river flows through, and the river itself represents the essence of this brand.”

The re-design has already started to roll out across the country with international regions to follow, and will be featured across the entire Jacob’s Creek range including the Classics, Reserves, Cool harvest, Sparkling and the latest edition to the Jacob’s Creek range, Twin Pickings.

 

Inclusive Coke Super Bowl ad provokes social media tirade [video]

Coca-Cola’s social media outlets have been inundated with racist posts from angry sports fans following its Super Bowl advert which celebrates homosexual and multicultural lifestyles to the tune “America the Beautiful”.

The patriotic song is played in eight different languages over video clips of Americans enjoying Coca-Cola, including two fathers roller-skating with their daughter and women wearing hijabs, News.com.au reports.

Super Bowl advertising slots are traditionally a prestige launch pad for new advertising campaigns as the sport event is frequently the most watched American television broadcast on an annual basis.

Examples of posts shared on the Coca-Cola facebook page included:

"Nice to see that Coke likes to sing an AMERICAN song in the terrorist's language. Way to go Coke. You can leave America," and "Screwed up a beautiful song. No Coke for my family."

The Tri-Country Congregational Church in Minnesota also got in on the action proclaiming: "Today we are throwing away all our Coca-Cola products and replacing them with Faygo. Faygo represents Christian Values and follows the Constitution. Mexicans singing the National Anthem is an abomination."

Coke have issued no apologies for the inclusive advertisement and instead have announced plans to air a 90 second version of the piece during the opening ceremony of the Winter Olympics which will take place in Russia this year – a nation that recently passed a spate of anti-gay laws.

“‘It’s Beautiful’ is exactly what Coca-Cola is all about: celebrating the diversity that makes this country great and the fact that anyone can thrive here and be happy,” said Katie Bayne, president, North America Brands,Coca-Cola.

“We hope the ad gets people talking and thinking about what it means to be proud to be American.”

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Scarlett Johansson’s SodaStream deal “incompatible” with Oxfam partnership

Hollywood actress Scarlett Johansson has walked away from her role as global ambassador for Oxfam, with the aid group claiming the partnership is incompatible with her recently announced deal with drinks carbonation brand, SodaStream.

In mid-January SodaStream announced that Johansson would be its first ever global brand ambassador, with a multi-year partnership kicking off with an advertisement airing during the Super Bowl on 2 February (see below).

Oxfam has announced that this role is “incompatible” with her work as global ambassador for the aid organisation, adding that Johannson has walked away from the role.

According to SMH, SodaStream is an Israeli firm that has a factory in the occupied West Bank.

Oxfam issued a statement announcing Johannson’s departure, which reads "While Oxfam respects the independence of our ambassadors, Ms Johansson's role promoting the company SodaStream is incompatible with her role as an Oxfam global ambassador.

"Oxfam believes that businesses such as SodaStream, that operate in settlements, further the ongoing poverty and denial of rights of the Palestinian communities that we work to support.”

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Computer glitch brands ‘share a coke’ campaign as homophobic

Coca-Cola has apologised for the digital version of its “share a coke” campaign in South Africa which recently came under fire from the gay and lesbian community for being ‘homophobic’.

The campaign allows consumers to take the Coca-Cola script and replace it with a name/word on the can. When consumers attempted to type in the name “Gay”, a message allegedly popped up on screen reading “Opps, let’s pretend you didn’t try that,” whereas the use of the word “Straight” was acceptable, The Huffington Post reports.

Coke issued a statement on its website apologising for the mistake, stating that name and message auto-generator was not working as intended. The company also stated the it has since pulled the site down to rectify the issue.

“We apologize for this mistake,” the statement reads.

“As one of the world’s most inclusive brands, we value and celebrate diversity. We have long been a strong supporter of the LGBT community and have advocated for inclusion, equality and diversity through both our policies and practices.

“… When errors like this happen, we take it seriously. Thank you for raising this with us, and we’ll get it fixed.”

 

Actress Mila Kunis the face of new Jim Beam campaign [video]

Bourbon brand Jim Beam has partnered with actress Mila Kunis as part of its new “Make History” campaign.

The partnership will see the popular actress feature in a global branding exercise, beginning with television commercials in Australia, the US and Germany. The campaign will also see the That 70s show and Black Swan actress appear in retail materials and on jimbeam.com, as well as the brand’s Facebook and Twitter pages.

According to Kentucky.com, Kunis will feature alongside mater distiller Fred Noe.

Kevin George, chief marketing officer and senior vice president of Beam Inc said "Anyone would want to share a Jim Beam with Mila. We love that about her."

The Make History campaign will premiere three new television commercials featuring Kunis in the United States in mid-February and will roll out in markets worldwide over the next few months.

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Coca-Cola injects $7m into Just Add Zero campaign [video]

Coca-Cola is continuing with the ‘Just Add Zero’ slogan in a new $7 million campaign that promotes its Coke Zero beverage.

According to Mumbrella, the campaign commenced on 19 January and comprises TV, digital, street sampling, out-of-home proximity media and point of sale. Supermarket giant Woolworths will also run an in-store promotion from 19 February, offering Everyday Rewards cardholders a 1.25L bottle of Coke Zero for $1.

“The Coke Zero campaign is part of our ongoing commitment to provide choices that match our consumers’ lifestyles. In 2013, we spent 70 per cent more per case marketing Coke Zero than we do on marketing Coca-Cola,” said Angeline Lee, Coca-Cola Lights brand manager.

Coca-Cola says the ‘Just Add Zero’ campaign has led to a three percent growth in its sales value in grocery, and four percent in independent convenience stores with a 36 percent increase in consumers more likely to drink Coke Zero.

The Just Add Zero campaign was first launched during last year's Australian Open Men's tennis final, and is part of Coca-Cola Amatil's renewed focus on the low calorie beverage.

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