Magic mushrooms: the next big thing in beverages? The shroom boom is in full effect. Many US consumers have readily embraced adaptogenic mushrooms – known for boosting immunity, relieving stress and other health benefits. Now these functional fungi are sprouting up across the beverage category, which is in the midst of an innovation explosion. Here’s why a mushroom-based beverage just might end up in your refrigerator soon.
The beverage category is becoming a veritable forest full of mushroom lattes, coffees, seltzers and energy shots. Adaptogenic mushrooms are in vogue right now. So is beverage innovation and exploration. The younger generations’ willingness to seek out and try functional, non-alcoholic beverages (including those laced with CBD) is driving the creation of a flurry of new products, all vying to become the next big thing.
Agencies will be thirsty for Coke business in 2021
Viewing Coca-Cola’s statement about its desire ‘to dramatically improve the effectiveness and efficiency of its marketing investments’ as just a cost-cutting measure is misguided. Winning one of the biggest reviews of 2021 will not only be a matter of price – it may have a lot to do with data, say analysts. Here’s why.
The Coca-Cola Company’s decision to launch a global media and creative agency review ensures that it will be one of the agency world’s largest prizes in the New Year. With $4.2bn of global ad spend at stake, the competition will be lining up to impress the decision makers at its Atlanta headquarters. But what will it take to win?