(Colorado Springs, CO) – The Grocery Manufacturers Association (GMA) today awarded Coca-Cola and E. & J. Gallo Winery with the 2015 CPG Awards for Innovation and Creativity.
Each year, the GMA Advisory Council selects two companies to receive the awards in recognition for their creativity and willingness to take risks, resulting in measurable results and significant impact on the entire industry.
“The food, beverage and consumer products industry relies heavily on creativity and bold thinking, especially when it comes to driving growth and ensuring efficient and effective service for our consumers,” said Pamela G. Bailey, GMA president and CEO. “The Coca-Cola Company and E. & J. Gallo Winery have upheld our industry’s long-standing tradition of fresh and inspired thinking with these initiatives, and we are pleased to honor them with the CPG Award for Innovation and Creativity.”
E. & J. Gallo Winery won its award for its innovative initiative to create a next generation sales system. E. & J Winery’s tremendous growth over the last ten years - from a winery focused primarily on mid-priced and value-priced wines to a wine and spirits company with offerings across almost every price point, region and spirits category - drove the company to revolutionize its system. Through the development of a series of inter-connected applications, E. & J. changed the way it worked as a sales organization, enabling a truly mobile sales force through visual discovery, mobile access and opportunity analysis and prioritization.
“This initiative required an outside-the-box approach to application development, embedding IT personnel with sales to perform an in-depth evaluation of how they work and how to leverage emerging technologies in the name of efficiency,” saidHerb Smith, Vice President, Off-Premise Customer Development, at E. & J. Gallo Winery. “Thanks to the contributions of over 50 team members, our sales force is now armed with this new technology, enabling them to confidently handle priorities across all categories and segments more effectively than ever. We are honored to be recognized by our peers today.”
Coca-Cola won its award for its highly successful “Share a Coke” campaign, which was in market in the U.S. during the summer of 2014. The campaign, guided by research from the original 2011 campaign in Australia, allows people to find their names -- and the names of family members, friends and coworkers -- on bottles of Coca-Cola, Diet Coke and Coke Zero.
The Share A Coke program selected 250 of the most popular first names for American teens and millennials and replaced one of the iconic logos on 20-oz. bottles with the monikers. Shareable 1.25- and 2-liter bottles sported group names like “Family” and “Friends,” and nicknames like “BFF,” “Star,” “Legend,” and “Wingman” were on 12-ounce cans.
“Share a Coke” was a number one global trending topic in July 2014, with nearly 700,000 posts across all social platforms. The #ShareaCoke hashtag gave people a platform to share their stories and photos for the chance to be featured on interactive Coca-Cola billboards across the country and online.
“Research shows people generally feel more positive about a brand when marketing messages are personalized. Share A Coke gets people talking and connecting by giving them a new way to relate to our brands,” said Jim Dinkins, Chief Retail Sales Officer, Coca-Cola North America. “Because Share A Coke generated significant excitement and velocity at retail, the successful program has returned for a second year. This summer, Coca-Cola, Diet Coke and Coke Zero packaging is emblazoned with 1,000 names and we’ve offered more ways to share through additional retailer activation opportunities.”
The awards were presented at the GMA Leadership Forum at the Broadmoor by Greg Smith, Global Lead Partner, KPMG LLP, and chairman of the GMA Advisory Council.
Based in Washington, D.C., the Grocery Manufacturers Association is the voice of more than 300 leading food, beverage and consumer product companies that sustain and enhance the quality of life for hundreds of millions of people in the United States and around the globe.
Founded in 1908, GMA is an active, vocal advocate for its member companies and a trusted source of information about the industry and the products consumers rely on and enjoy every day. The association and its member companies are committed to meeting the needs of consumers through product innovation, responsible business practices and effective public policy solutions developed through a genuine partnership with policymakers and other stakeholders.
In keeping with its founding principles, GMA helps its members produce safe products through a strong and ongoing commitment to scientific research, testing and evaluation and to providing consumers with the products, tools and information they need to achieve a healthy diet and an active lifestyle. The food, beverage and consumer packaged goods industry in the United States generates sales of $2.1 trillion annually, employs 14 million workers and contributes $1 trillion in added value to the economy every year.