Says ‘Cheers’ to Expanding

The drink is Cheerwine, a wine-colored, highly carbonated soda with a flavor blend that includes wild cherry. Cheerwine has been family-owned since its introduction in 1917 and has a devoted following in its home market of North Carolina. Cheerwine is distributed in 12 states and is also sold online, where demand has recently increased significantly. For the brand’s 100th anniversary, Cheerwine executives want to expand distribution to all 50 states.

The campaign has a budget for this year estimated at $2 million to $4 million — a hefty amount for a brand that, according to Kantar Media, a unit of WPP, spent $44,000 to advertise in major media in 2009 and only $15,000 last year. The heart of the campaign is a bold declaration that Cheerwine is a “legend.” The brand’s logo reads: “Drink Cheerwine soft drink. Legend since 1917.” Ads in various venues carry the word “Legend,” followed by this phrase: “Born in the South. Raised in a glass.”

The new campaign includes television and radio commercials, outdoor advertising and signs in stores, along with a cheeky Web site whose name, itsasoftdrink.com, signals that it is aimed partly at confused consumers who believe that Cheerwine is a wine. There is, in addition, an extensive presence in social media, on the theory that Facebook and Twitter have an advantage in this digital age in building the enthusiastic word-of-mouth that in marketing circles is known as buzz.

“Three things define the brand,” Mr. Barbitta says, listing them as “authenticity”; the fact that it is “very differentiated,” in that “nothing tastes like it”; and its status as “a dynamic brand, a brand on the move” as “consumers are starting to discover it.” In that regard, “digital is our friend,” he adds, citing the “emotional connection” that can be made on Web sites like Facebook, where the Cheerwine page facebook.com/Cheerwine has more than 67,000 fans.

The closest Cheerwine seller to PLU is Fred Meyer on 1100 N Meridian, Puyallup, WA 98371

Estée Lauder Beauty Empire: Mrs. Lauder

Estée Lauderis a company that produces and sells skin care, makeup, fragrance and hair care products. The products are sold around world in more than 150 countries. The company has several brand names include: Estee Lauder, Aramis, Clinique, Origins, MzAzC, Bobbi Brown, La Mer and Aveda. They also licensee their fragrances and sold by their brand names.

Estée Lauder is a great people of the cosmetics industry, she presented the idea of " jars of hope" of beauty creams.She died when she was 97 years old. The company Estée Lauder was found bt Mrs.Lauder and Mr.van Ameringe in 1946.


The picture shows us that Mrs. Lauder was introducing the products for customers at the store. (From: A Lifetime of Beauty)

One of the reasons that Estée Lauder was successful because of her hard working efforts. During the period when Mrs. Lauder was still in her business, she loved to touch her customers. She often showed up at stores when the new products came out. Also, her marketing strategies were also successful. She knew the rewards was important,and she was known for the free simple and " gift with purchase" in the industry. What's more important, she spent $50,000 for advertising by an agency.

Mrs.Lauder ran world-of-moth campaigns before the marketing become mainstream. Her slogan was" telephone, telegraph, tell a woman. Jane Lauder her grandson said " she was the best saleswoman ever:she just kept going, kept convincing you." Her success because of her insistence, she insisting on touching every customers.“I wanted a goal, I wanted to be the top of something,” Estée Lauder says. “I would stop at nothing.”

Mrs.Lauder told us that the successful marketing strategy is about hardworking, insistence, touch customers, and word-of- mouth. To touch customers is a good way to make the free advertisements for the company. Word-of-mouth is good marketing advertising tool that make more and more customers aware the company and products. If we want to be successful, we should insist doing it and do not give up

Pepsi Goes to 3rd Place

Pepsi-Cola, sold by PepsiCo, lost its spot as the No. 2 soft drink in the United States to Diet Coke, sold by the Coca-Cola Company, according to sales rankings for 2010 compiled by the trade publication Beverage Digest. Pepsi-Cola fell to third place in the rankings; the Coca-Cola brand remained in first place. It was the first time that soft drinks sold by the Coca-Cola Company finished first and second in the rankings.

Many blame this drop in sales on Pepsi-Co’s failure to use traditional marketing strategies as strangely as Coca-Cola. They relied heavily on online advertisement and sponsoring charities as a way to promote their product during the past few years, and though these projects were popular, they didn’t translate in to sales.

This go to show that even with the increase of the internet as a marketing media, it still isn’t a substitute for traditional marketing platforms like TV quite yet.

Wall Street Journal News Hub: Pepsi Loses Fizz to Coke

Soft drinks ADS + beauty = not always good

All right guys, now our blog has been active for a while and our readers are still confused about the fact why we have chosen to mix this two apparently different topics in one. So now it is a time to consolidate them together as it the idea was in the beginning. So what has the soft drink industry in common with the beauty products today?

Well, firstly I am confused about it as well and actually would like to have your opinion! Looking at lots of recent commercials promising you a fresher and better look, I am that skeptical customers and just do not believe its statements.

http://www.zenithinternational.com/news/press_release_detail.asp?id=284

“The beverage industry believes that all beverages, including carbonated soft drinks, can be part of a healthy and balanced lifestyle,” says Tracey Halliday, spokeswoman for the American Beverage Association. She points out that many of the beverage industry’s products, including bottled waters, juices, sports drinks, and diet soft drinks, can be catalysts to health, beauty and fitness.




Consumers are turning away from sugary sodas because of the potential link to obesity. Yet "there is very little evidence that diet sodas help people lose weight," says Nestle. "In fact, one study suggested that people use diet drinks to help justify eating more calories." Experts do agree that low or zero calorie soft drinks are better than sugary regular sodas. In my opinion everything that is artificial sweetened cannot be healthy for your body and should not be advertised as “lose weight and become more beautiful”.

Smoothie for Beauty

Today some of the more liquid Smoothies are considered as a soft drinks. Those are made out of fresh fruits that are very healthy for our body and skin. Lately I have checked the one that we have on the corner of the pacific avenue and very close to the PLU. Probably most of you know that place, however check their website out ;)

http://www.emeraldcitysmoothie.com/

You can also make a healthy smoothie by yourself. Here you can see an example have to make one:



So actually soft drinks has a lot to do with our external beauty anyway... :)