PPB November 2018

Who’sThirsty? Here’s a look at the 2017 share of refreshers by U.S. beverage segment. Source: Beverage Marketing Corporation Bottled water 23.9 % Carbonated soft drinks 22.3 % Coffee 12.5 % Beer/cider 11.5 % Milk 10 % Tea 6.7 % Fruit beverages 5.4 % Sports drinks 2.8 % Wine 1.6 % Energy drinks 1.2 % Value-added water 1.1 % Spirits 1 % Getting In On The Ground Floor Before that first sip, consumers face a slew of options. To make sure they reach for your client’s beverage brand, create a promotion that: Focuses on experience. Consumers no longer want to sit and sip—they want to engage with the brands they choose. When consumers pop the top, twist the cap or pour the bubbly, look for ways to create an experience that will keep them coming back. Offers a social component. The best promotions allow consumers to interact with a brand however they like. Use promotional giveaways to highlight the beverage’s social channels or use them as part of a larger social campaign. Tells a story. Consumers like brands that are relatable and authentic. Promotional products can help tell a beverage’s story and what sets it apart from every other brand. Try these promotion ideas: • Launch a co-branding campaign with local food trucks • Build a beverage-of-the-month program • Start a recycling initiative so something positive comes of the beverage container | NOVEMBER 2018 | 55 GROW