Blog Entries Tagged as soda

Last Call for 2012 BevStar Awards Submissions!

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Category: General Blogs  |  Tags: soda


I just wanted to give you a quick heads-up that the submission deadline for the Third Annual Beverage World BevStar Awards is fast approaching.

The awards recognize innovations across the major beverage categories, introduced to the market--US or abroad--during the past 18 months. You can submit as many products as you'd like, as long as they've been released within that time period. We'll award gold, silver and bronze medals in each of those categories, as well as a Best in Show award and special achievement awards for Marketing Innovation, Social Media Initiatives and Environmental Sustainability.

We're happy to announce a new category this year: mead, cider and sake. We felt that these fermented classics got lost within beer, wine and spirits, especially since sake is actually closer to beer than it is wine even though it's frequently lumped in with wine.

Other categories include carbonated soft drinks, water/enhanced water, functional & energy, beer, wine & spirits and ready-to-drink tea.

The first step is to email your submission to bevstar@beverageworld.com. That message should include:

• Product Name

• Parent Company

•
 High-resolution product image

• A brief description of the product and why you believe it should win a BevStar Award — maximum 75 words please


• The names of any packaging design, ingredient and branding companies that played a key role in the development of the product

If your entry passes the initial screening process, expect an email directing you where to mail a product sample.

Good luck to you all!

What’s in a name? The answer is: Quite a bit, actually.

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Category: General Blogs  |  Tags: soda

It’s been a genuinely fun several weeks reading over all the different reactions to Dr Pepper Ten’s tongue-in-cheek ad campaign. If you haven’t seen it, one of the popular ones shows an adventurer racing through the jungle in his jeep, escaping villains á la Indiana Jones. The commercial ends with the tagline, “Dr Pepper Ten, It’s Not For Women!” It’s a funny and attention-getting ad, that I think works well. But for the purposes of this column, it’s not so much the commercial I want to talk about as it is the name of this new drink: Dr Pepper Ten.

Since this is our annual HIT list issue, I’ll tie this all in by saying I think the name of a product can go a long way in helping it become a Hit or a Miss.

Let’s face it, some names just work, and some don’t. And this doesn’t just go for beverages. It goes for anything. Movies—how many times has a quality movie been torpedoed by a really bad name? Celebrities—Lady Gaga just wouldn’t be the same if she went by her real name, Stefani. And even restaurants.

I personally find it annoying when a restaurant gives its different foods, hokey, cutesy names. And, unfortunately, it appears that this trend seems to be spreading. One Mexican food chain here in New York City has the cutesy gall to call its vegetarian burrito the “Art Vandelay,” the pseudonym George uses on “Seinfeld.” I have a hard time yelling over the counter, “One Art Vandelay please!” Funny on “Seinfeld.” Not so funny when ordering a burrito in a crowded restaurant.

But I digress.

I think Dr Pepper Ten is a perfectly fine name for a new soft drink that boasts just 10 calories. Studies have shown that men feel uncomfortable about drinking a soda with the word “diet” on it. Sure, maybe that’s a little shallow. But it’s also a fact. You can’t blame the powers that be at the company for listening to the latest research and trying to come up with a name for their low-cal drink that everyone would warm up to.

It’s just another example of the power of a name. Done well, it can really put your brand over the top. Done poorly, and it can doom your product to obscurity.

It’s my observation that the beverage business usually gets naming right. Beverage marketers excel at coming up with names that work. Just try to think of a beverage that was sunk by a bad name. It’s really hard to come up with one. Usually it’s the taste, or some other factor.

And then think of how many names have worked so well that it’s unthinkable they should ever be changed. Take Crush, for example, or Snapple, 7Up, Mountain Dew, Red Bull, Fanta, vitaminwater, Honest Tea. And the list goes on and on. So what’s in a name? For a beverage, it can be quite a lot.