In an era when TikTok, Instagram, and YouTube dominate, the marketing world has changed drastically in such a short time. Conventional methods alone are not enough and long-storied brands, which for several years have relied on tradition and loyalty to keep the customers coming, can no longer rest on their laurels and must adapt. If they don’t, with the many small, emerging competitive brands that know how to resonate with the newer generation of consumers, it could be a death by a thousand cuts for them. Coca-Cola, the most well-known soda brand in the world, is clearly aware that it needs to rethink its branding and go-to market strategy and it is making big moves to do so. Last month, the beverage giant unveiled its new global innovation platform, Coca-Cola Creations, which, according to a company press release, “will take the iconic Coca-Cola trademark and lend it to new expressions, driven by collaboration, creativity and cultural connections. Through limited-edition, sequential releases, Coca-Cola Creations will introduce new products and experiences across physical and digital worlds.” In conjunction with the announcement, it released its first limited edition product, Coca-Cola Starlight, which takes its inspiration from space exploration.
“Thirty-five years ago, Coca-Cola partnered with NASA to become one of the first soft drinks to travel to space,” said Oana Vlad, senior director of global brand strategy for The Coca-Cola Company. “That same passion for space still exists today. With Coca-Cola Starlight, we wanted to celebrate the remarkable ability of space exploration to inspire generations to discover new worlds of infinite possibilities. We set out to bring that concept to life through a simple sip, capturing some of the mystery and essence of what we love about space.”
The drink is being supported by a digital-first marketing campaign that includes a partnership with global popstar Ava Max. The campaign is led by an augmented reality (AR) “Concert on a Coca-Cola” experience that can be accessed by scanning a Coca-Cola Starlight can or bottle or via www.cocacola.com/creations. You can also go to the Coca-Cola Creations online store, where you can shop its Starlight x Staple merchandise collection, which includes shirts, a bucket hat, and a bomber jacket with the Starlight theme.
In my opinion, the brand is clearly subscribing to a “marketing first” strategy with the product itself being an afterthought. The company describes the flavor of it as combining the “…great Coca-Cola taste with a dash of the unexpected, including a reddish hue. Its taste includes additional notes reminiscent of stargazing around a campfire, as well as a cooling sensation that evokes the feeling of a cold journey to space.” Wait…what? Can someone please tell me what “unexpected” tastes like? Because I’m not sure that is something most consumers are looking for in a drink. I applaud the manufacturer for going out there on a limb with this, but to me, if this is where it sees the future of this 130-year-old brand going, then maybe it’s best to stay in the past.
Sixteen years ago, if you had said the words “environmental, social, and corporate governance,” you most likely would have been met with a puzzled look. Fast forward to today when these words are now well-known by the acronym ESG, which has become a standard at most major companies. If you take a look at the grocery world alone, you will see that all of the major retailers and manufacturers have outlined their sustainability, social, and governance goals and are continually adding to the ways they plan to address and improve in these areas. One of the big players in our industry that has recently taken a new step in finding a way to help improve its impact on the environment is Kellogg’s. Last month, the multinational food manufacturer (which is not only one of the top leading cereal companies in the U.S. but also the world) announced that it is investing $2 million into an initiative to advance climate-positive agriculture. Dubbed “Kellogg’s InGrained,” the program will work with its partner rice farmers in the Lower Mississippi River Basin to help them reduce the amount of greenhouse gas (GHG) emissions they produce by introducing a playbook of climate-positive practices. The pilot will provide training opportunities in irrigation management, nutrient management, and soil health to help them transition into better practices and in return, the Battle Creek, MI-based organization will reward them $20 per ton of GHG abatement that they accomplish. It is estimated that through the program, there will be a reduction of up to 51,000 tons of GHG from the North American rice ingredient supply chain over the next five years, which is the equivalent of taking more than 10,000 vehicles off the road. It also has the potential to reduce irrigation water, which in turn will help conserve the region’s water sources and reduce operating costs for the farms.
“Kellogg has established itself as a committed partner to farmers in implementing climate-positive agricultural practices in important crops like rice,” said Steve Cahillane, chairman and CEO. “We are proud to announce a new program to help advance regenerative practices as part of our ‘Better Days’ ESG commitments to support one million farmers and workers and reduce scope 3 greenhouse gas emissions across our value chain by 15 percent by the end of 2030.”
The initiative is part of the CPG company’s global purpose platform, “Kellogg’s Better Days,” which “aims to create better days for 3 billion people and the planet by 2030” by: nourishing one billion people with its foods; feeding 375 million people in need with food donations and child feeding programs; nurturing people and the planet by supporting one million farmers, especially women smallholders and workers and conserving natural resources across our value chain; and by engaging 1.5 billion people in the issue of global food security through advocating on behalf of children facing hunger, ensuring an ethical supply chain and supporting diversity and inclusion across our company and throughout the supply chain.
Also making moves to improve its sustainability efforts is Sheetz. The convenience store chain announced that it will power almost 70 percent of its Pennsylvania facilities with renewable energy by 2024 through long-term power purchase agreements with Constellation Energy and through the purchase of solar projects that will be based in the Keystone State.
According to the Environmental Protection Agency (EPA), the long-term purchase agreement will help the Altoona, PA-based family-owned and operated company avoid nearly 78,000 metric tons of carbon emissions associated with its energy use, which is the equivalent of taking almost 17,000 cars off the roads.
“Sheetz is dedicated to being a responsible steward of our environment,” said Travis Sheetz, president and CEO. “Through this purchase agreement and partnership with Constellation, Sheetz will be able to power more than 160 stores and approximately 40 other facilities with renewable energy, significantly reducing our environmental impact in Pennsylvania.”
Kudos to both Kellogg’s and Sheetz for moving the needle forward in its ESG initiatives – every positive step in the right direction collectively makes a big difference.
Until next month…
Karen can be contacted via email at [email protected].