AXW Weekly Update

August 11, 2017 | Vol. XXVI


Coca-Cola Offering $1 Million for Sweetener Innovations

Coca-Cola has issued two challenges: one to the science community, the other to the public. Coke has made a “call to action” for researchers and scientists to find a “naturally sourced, safe, low- or no-calorie compound that creates the taste sensation of sugar when used in beverages and foods.” The grand prize is $1 million. The project is being led by Coke’s External Technology Acquisition Team, which explores and invests in emerging ingredients, packaging materials, beverage production technologies and more. (Read More)




Minnesota Vikings Owners Join Nashville MLS Ownership Group

Mark, Zygi and Leonard Wilf, majority owners of the NFL’s Minnesota Vikings, have joined the ownership group working to bring a Major League Soccer expansion franchise to Music City. John R. Ingram, CEO of Nashville Soccer Holdings, announced today that the Wilf family has joined as a minority owner. Mr. Ingram said their involvement demonstrates that momentum for MLS in Nashville is growing and attracting the interest of professional sports leaders outside the city. (Read More)




Nestlé Pure Life relaunches brand

Bottled water brand Nestlé Pure Life has refreshed its product through a new global advertising campaign and new packaging. The new tagline is, “Pure Life Begins Now,” which helps achieve Nestlé Pure Life’s purpose, “to inspire a healthier and brighter future that starts with pure quality water.” (Read More)


NBA’s New Marketing Deal With Fitbit And Minnesota Timberwolves

The NBA is making a pair of marketing moves when the season tips off in October, one being a new global apparel partnership with Nike that features the iconic swoosh, and each of the 30 teams will send players to the court on a nightly basis emblazoned with a brand-sponsored patch. When determining the NBA landscape in terms of sponsorship, the Timberwolves were a natural fit—this partnership provides a chance to work with a young, up-and-coming NBA team, dominant WNBA team and premier NBA developmental team. (Read More)


Breyers’ Gets in on The Low-Calorie Ice Cream Trend with Its New Line

Breyers is entering the market with its new Delights line. Like Halo Top, Enlightened, and Arctic Zero, it sells its ice cream by the pint, noting its calorie count front and center. Its vanilla bean flavor, for example, features the number 260 big and bold on the center of the pint — as in 260 calories for the entire pint. (Read More)


Miami Heat become first NBA team with mobile-only entry

The team becomes the first in the NBA with mobile-only entry. Other teams, like the Minnesota Timberwolves and the Cleveland Cavaliers, have mobile-only ticketing, but they permit fans to use a driver’s license and credit card to get in. Fans who walk up to Miami’s arena will receive Heat tickets on their phones, even though they are at the box office. (Read More)