Not Just Soda, Coca-Cola Showcases Brand Evolution In New Ad

Coca-Cola Delivery Truck

Earlier this year, Foodable sat down with The Coca-Cola Company executive Brad Spickert, vice president of National Foodservice & On-Premise Marketing, at the National Restaurant Association Show in Chicago.

During an interview for On Foodable Weekly, Spickert revealed the vision James Quincy, the soda giant’s new CEO, had for the popular brand moving forward, as “...a total beverage solutions provider...”

This new focus on “having beverage for all consumers, all occasions…” led to a corporate branding campaign where a TV ad, airing this weekend, will bring that message to the masses at a national scale.

The commercial, which will air during NBC’s “Sunday Night Football” broadcast, has the voice of a young female introducing two out of 90,000, U.S. Coca-Cola employees; Willie Mua, a delivery driver who works for a bottler in Alaska and Jon Radtke, a hydrologist who manages the company’s water sustainability program for North America.

honest tea

Then, the narrator states that the company does more than its name suggests, calling The Coca-Cola Company “an organic tea company,” and “a premium juice company,” as it shows outdoorsy, hard working people drinking Honest Tea, Odwalla juice, and Smartwater, as well.

“AdAge” reports, the beverage leader is completing a refranchising initiative that aimed to return ownership of local bottlers to independent companies in order to dedicate its focus on marketing and innovation.

The spot also suggests, according to “AdAge,” that the 68 independent U.S. Coca-Cola bottlers are “part of the company’s broader family with deep connections in local communities.”

The new campaign urges companies to do more and, as an example, Coke shares what its efforts are to give back, not only to their community, through scholarships for college students, but also to the environment, through the replenishment of water.

The TV ad will be followed by ads in “USA Today” and the “Wall Street Journal” to complete the campaign’s national push. Local ads began running early September.

It will be interesting to see if this campaign will change America's perception of Coca-Cola, a company whose global business relies on 70 percent sales of carbonated beverages.

Restaurants Push for Smarter Protein

On this episode of On Foodable Weekly, our host Paul Barron gets to talk to Erik Oberholtzer of Tender Greens and Chef Stephen Giunta of Cargill about how plates are getting greener.

As the culinary leaders explain, while we are seeing alternative proteins like cricket and plant based proteins emerge, traditional proteins are not going away anytime soon.

Chef Guinta explains, “The plant based proteins are becoming part of dishes. They're not replacing traditional proteins– you’re not going to replace a pork chop with quinoa, for example, but they’re additions and providing more of a balanced approach.”

Oberholtzer adds that while we are seeing interesting food innovations coming out like the Impossible Burger or soy proteins from Beyond Meat, he prefers to stick to whole ingredients.

“What we’re seeing at least out of the fine dining world is that a lot of chefs are really leading with plants, they’re making plants the star. Plants are taking up more of the plate, but proteins don’t go away.”

Learn more about the future of protein by watching the episode above!

 
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A Fundamental Shift In Consumer Expectations Leads to a New Restaurant Segment

A Fundamental Shift In Consumer Expectations Leads to a New Restaurant Segment

In this episode of On Foodable Weekly, we sit with Scott Davis, President of CoreLife and Steve Schulze, Co-founder of Nekter Juice Bar to talk about how the consumer is enforcing their values with their dollar and the industry is reacting.  The customer has created a whole new segment that we call, "future brands."  These restaurants are more focused on lifestyle and offer more than just a meal.

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Your Brand Should Be a Who, Not a What

On this episode of On Foodable Weekly, host Paul Barron sits down with Nicole Aylward, the director of Marketing at Rockit Ranch to talk about how restaurants are using technology to improve their their digital presence. Rockit Ranch is a restaurant group with a number of different venues, based in Chicago.

Aylward begins with social media and the importance of having the brand's voice match up on different platforms. Facebook and Instagram are a massive part of modern marketing strategies. At Rockit Ranch, pushing out the brands message is not the job of one marketing manager. Aylward explains that operators, chefs and other staff are all trained to talk about the brand in a way consistent with its personality.

“So each one of them have a personality whether it’s female or male, what they might wear, what they might do and eat and see and experience,” said Aylward.

Check out what else they’re doing at Rockit Ranch by watching the episode above!

 
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These Beverage Experts Are Pumped About Sustainable Straws and Szechuan Peppercorn

This episode of On Foodable Weekly: Industry Pulse is chock-full of great beverage insights from coffee makers to bartenders and spirit distillers. Host Chelsea Keenan hears from beverage experts about consumer trends they are seeing and trends they are pushing for in the next few years.

The founder of Intelligentsia Coffee, Geoff Watts, and Sourcing Director Michael Sheridan take us to the root of coffee, or more specifically— the cherry. Coffee is grown on trees in the form of cherries. These are then picked off the trees and from there the seeds can go through a variety of different processes at different stages, all creating different flavors from the same coffee bean. Watts outlines the process for honey coffee, a very popular process with today’s consumers.

“You can take it off the tree and immediately take off the skin and put the coffee into a big tank... and let it sit and ferment or have an enzymatic breakdown of this sticky mucilage on there.”

As farmers and coffee houses are looking for ways to differentiate themselves, natural processes like honey coffee are beginning to gain traction.

Bartenders Danielle Dang and Robin Goodfellow chime in with trends they have been seeing behind the bar. The American population is moving towards favoring more responsible, sustainable practices. In an effort to be a part of the movement, Goodfellow says he needs help from industry suppliers.

“Like, there's this huge big straw debate going on in the cocktail industry, like ‘Don’t give straws to guests! It’s ruining the environment!’ you know? And guests wants straws,” he explains, “so as a designer, I’m furious that straw companies are not making biodegradable straws. This is not my problem: To use straws or not to use straws. Make it better!”

Be sure to watch the episode for other great insights from our experts on this episode of On Foodable Weekly: Industry Pulse.