“Open happiness”? How about just opening a bottle? Revered by many in marketing for its

deft touch in creating iconic campaigns, Coca-Cola is taking radical swing in opposite direction, switching focus

to product in new campaign that for first time groups together entire Coke trademark, from core brand to stevia-

sweetened Coca-Cola Life. New tack drops “Open Happiness” campaign after 7-year run in favor of “Taste the

Feeling,” with view, said cmo Marcos de Quinto, of “reinforcing that Coca-Cola is for everybody. Coca-Cola is

one brand with different variants, all of which share the same values and visual iconography. People want their

Coca-Cola in different ways, but whichever one they want, they want a Coca-Cola brand with great taste and

refreshment.” That’s sharp contrast to strategy that used to develop unique campaigns for each Coke trademark

targeting what was believed to be its unique demo – say, females for Diet Coke but males for Coke Zero.

Lifestyle isn’t central part of new campaign. Noted Rodolfo Echeverria, vp of global creative, connections and

digital: “We’re going from ‘Open Happiness’ to exploring the role Coca-Cola plays in happiness. We make

simple, everyday moments more special.” First 6 TV ads released yesterday emphasize product’s role not just as

refresher but as people connector, with some wordless tableaux verging on steamy in portraying Coke’s role in

seductive dance of the sexes. (Other roles include stress reliever, as in “Under pressure” spot playing on

carbonated nature of drink.) Classic contoured glass bottle frequently is worked into action, too. “This will do

very well in creating equity for Coke as an enabler, someone who empowers consumers to feel part of a global

conversation and community,” Hero Group’s Joseph Anthony, who focuses on millennials, told Adweek. Each

spot concludes with shot of family of Coca-Cola items uniting under red Coca-Cola disc. The global campaign is

collaboration among 4 agencies around the world – Mercado-McCann, Santo, Sra Rushmore and Oglivy &

Mather – which produced initial round of 10 TV spots that are tweaked for particular markets, Coke noted. Also

in mix are digital, print and outdoor ads.

Among other ad experts polled by Adweek, Vivaldi Partners Group founder Erich Joachimsthaler seemed to buy

into de Quinto’s logic. “The more you intellectualize and conceptualize what Coke is all about, [the more you

move away from the product],” he said. “What Coke is doing now is bringing it back and saying, at the end of the

day, Coke is still a refreshment.”  But another branding specialist, Base Design’s Geoff Cook, noted that the

strategy is clouded by being based on a product that has never been criticized so much. “Coca-Cola is in one of

the more unique positions that I've ever seen: The brand is revered, and the product is increasingly reviled,” he

said, adding: “Until they actively change the product [to be healthier] and change the public's perception of the

product, the new branding initiatives will ring hollow.”  Will be interesting to see how this new “one brand”

approach plays out for Coca-Cola portfolio.

Carbonated soft

drink volume declined 1.6% last 4 wks thru Jan 9 in Nielsen all-outlet (incl c-stores) data reported by Morgan

Stanley’s Dara Mohsensian. That’s improvement from 2.5% decline for CSDs last 12 wks. CSD pricing

remained solid, up 2.1% last 4 wks, up 2.5% for 12 wks. Coca-Cola volume was up 0.3% last 4 wks as avg prices

went from +1.4% for 12 wks to +0.6% last 4 wks. PepsiCo volume was off 3.3% (vs 4.5% decline last 12 wks)

while avg prices were up 2.4%. Dr Pepper Snapple CSD trends worsened on higher pricing: off 1.9% with avg

2.8% price hike last 4 wks. Pricing remained solid on private-label brands, up 3.6% last 4 wks with 5.9% volume

drop.

Monster, Red Bull Volume Trends Improve Energy drink volume increased 8.6% last 4 wks in all-outlet stores

while category pricing remained solid, up 2.3%. Red Bull improved from 5.5% gain pace last 12 wks to +6.2%

last 4 wks with avg price increase of 3.2%. Monster Energy up 6.7% (vs +5.1% for 12 wks) as avg prices

increased slightly to +3.4% for 4 wks. Rockstar up double-digits yet again with 20.1% gain last 4 wks with a

slight (+0.3%) price gain. PepsiCo (Amp) volume increased 12.2% on avg 3.4% price hike over last 4 wks,

generally in line with its 12-wk trend in these stores.

Sports Slowdown Sports drinks volume slowed to 3.7% gain pace last 4 wks vs 6% gain last 12 wks. Avg prices

in category were up slightly, +1.1%. Gatorade gains were cut nearly in half: volume up 3.7% last 4 wks, down

from 6.7% last 12 wks. Avg prices were up slightly to +-0.5%. Powerade volume increased 2.2% (down from

+3.7% for 12 wks) on slight (+0.1%) price increase last 4 wks. Private-label sports drinks rose 7.6% despite hefty

5.6% price increase last 4 wks.

Low Prices Boost PEP Water Bottled water volume surged 8.3% last 4 wks on flat pricing. Nestle and Coca-

Cola brands had slower volume gains as avg price edged up while PEP brands got nice lift from discounting.

Nestle up 2.7% (vs +4.3% last 12 wks) with 0.6% price gain. KO water volume up 6.8% (down from +7.9% for

12 wks) with avg price increase of 1.7% last 4 wks. PEP picked up 16.6% with steep 5.5% price drop in all-outlet

data last 4 wks. Private-label waters still up double-digits (+12.7%) as well, aided by avg 3.6% price drop.

Winter edition of Fancy Food Show opens on Sun at

Moscone Center in downtown San Francisco. Gourmet show, which runs thru Tues, will bring ample contingent

of upscale bevs, along with acres of cheese, olive oil, chocolate and other delicacies. BBI hopes to bring you full

coverage. Info is here:

https://www.specialtyfood.com/shows-events/winter- fancy-food- show/

It started out as undergrad biz project at

Univ of Ore in Portland, seeking underserved niche, namely tea in coffee-crazed town. Founder/ceo Matt

Thomas opened first teahouse in 03 with $45K investment, adopting name Townshend’s Tea to avoid cute puns

that have brought us brand names like Honest Tea and Teany. (Charles Townshend was British exchequer

chancellor whose Stamp Act led to Boston Tea Party.) Since presence of in-laws in Bend made trips there

manageable, young entrepreneur opened 2d shop there, funded by 5 credit cards each with $7K limit, he recalled

in recent interview. By then, customers were asking about kombucha, and Thomas spotted opportunity to target

teahouse space with elixirs that employed same subtle blends of teas and botanicals used in teahouses, rather than

plain black or green tea as most others were doing. “The same teas as we serve in teapots at our teahouse,” he

promises. Not only did approach yield more subtle, complex flavors, but it reduced vinegar bite associated with

most other kombuchas.

At time, local market was dominated by GT’s and High Country brands, making entry daunting. But a regular

patron of tea shops who happened to work at Whole Foods took an interest in the kombucha and helped Thomas

navigate process to get it stocked there, with help from natural retailer’s local producer loan program to tune of

$50K. That allowed Matt to relocate kombucha operation from basement of his northeast Portland teahouse to

proper production space. Brand then doubled every year thru 2013, and co didn’t have to take on any debt to

stoke pump until end of that year. To date Thomas still hasn’t pulled in any equity capital. By now he’s moved

from operating 6-head filler to filling 50 bottles per minute. The 10K-sq- ft plant located in southeast Portland is

running beyond 80% of capacity, and co is scrambling to ready 50K-sq- ft secondary facility in suburban location

by next spring. Meanwhile, teahouse biz continues to thrive, to tune of 6 locations now, tho Thomas formally

split 2 arms of co in early 2012 (tho same folks run both).

Tho Brew Dr Kombucha has presence in 24 states, it boasts deep penetration mainly in Pac NW, thanks in part to

presence in DSD giant Columbia Distributing, and in NorCal and Colo, including Safeway, Albertsons and QFC

stores in Pac NW, Safeway in NorCal and Natural Grocers in Colo, where co is seeking DSD partner. Brew Dr

also is playing in keg biz at Whole Foods and indie coffee shops, tho only in Columbia’s distribution footprint

because branded 6-bbl Sankey kegs must make 2-way trip. Tho Columbia doesn’t operate refrigerated fleet, Matt

says his refrigerated brand fares well for the few hours – specified in contract – that they stay on truck en route to

retailer where they’ve been presold. Co doesn’t hesitate to scratch experimental itch, either: as reported last fall,

following inspiration of homebrewer employee, it launched Citrus Hops entry as first crossover between beer and

non-alc kombucha (BBI, Oct 9). DSD vet Tim Baggs, formerly with brands like Rockstar Energy and Liquid

Charge, is helping to cultivate distributors. Thomas also has brought on on-premise sales rep and is working with

Baggs to find national sales vp.

National recall of kombucha from Whole Foods in 2010 after some items were found to contain excessive levels

of alcohol proved to be wakeup call at Brew Dr as at other kombucha purveyors. So co devised what Thomas

will only describe as “unique and expensive solution” to make sure no product exits factory at greater than 0.3%

ABV, to insure it stays compliant with mandated 0.5% limit throughout travels thru supply chain.

Boulder Food Group Partners, which

recently invested in Austin-based Chameleon Cold-Brew, said it’s exceeded undisclosed fundraising target for its

early-stage investment vehicle, Boulder Food Group LP, and will be prowling upcoming Fancy Food Show in SF

seeking suitable acquisition candidates.  BFG (not to be confused with Boulder Brands) keeps focus confined

exclusively to branded food, bev and dietary supplement plays, numbering among its other investments so far

Barnana snacks, Birch Bender “micro-pancakery” and natural food broker Green Spoon Sales. Founder

and managing partner is Tom Spier; team includes youthful cofounder of Function Drinks, Dayton Miller.

MetaBrand, high-profile brand incubation firm that recently saw abrupt departure of its

founder, is fine-tuning approach to eliminate complexity and potential conflicts of interest while matching clients’

ability to pay with more narrowly targeted range of deliverables. Priority no longer is to “generate the most

money,” said prexy/coo Craig Fortin, who took helm with chief strategy officer Debbie Wildrick following quiet

departure on Dec 10 of founder Eric Schnell (BBI, Dec 22). Rather, co intends to be “client-first,” with emphasis

on demonstrating clear successes, he told BBI, during visit this week to co’s Edison, NJ, offices, where it’s co-

located with supplement mfr Reliance Vitamin. MetaBrand will do better job matching deliverables to what’s in

line with client’s budget, ideally working off realistic biz plan it’s developed with client, one that’s not only

viable but fundable, said strategy chief Debbie Wildrick. New mantra is “what can we do for our clients that they

haven’t asked for?” Craig noted. Among key areas of expertise they cite are developing rigorous biz plans,

Wildrick’s specialty, and orchestrating transition of brands from natural to conventional channels.

Recall that MetaBrand developed uncommonly high profile when launched a few years ago by assembling

extensive staff, key allies on ingredient side in Reliance and Teawolf, and adding capital-raising arm, backed

mainly by Austrian-born tycoon Gerhard Andlinger, whose involvement has only been publicly disclosed lately.

Its emerging-brand clients have included Runa Guayusa (in which co is key investor via its capital arm), Tio

Gazpacho bottled soup, CideRoad switchel, Martha Stewart Uliv Java, Sri Lanka Gold coconut water and Sound

Tea. It’s also done work for bigger cos like Pret a Manger chain, for which it helped devise private-label RTD

bevs. As Fortin and Wildrick readily acknowledged, tho, co didn’t always fully deliver on promises made by its

charismatic rainmaker Schnell, even as it outspent its revenues maintaining extensive infrastructure. There was

also increasing grumbling in trade about co’s penchant for taking markup on ingredients it sourced for clients

(BBI’s experience over years is that clients didn’t always seem aware this was case.) That won’t happen any

more, Fortin and Wildrick vowed. Formulas they develop will be handed over to clients, with full

documentation, so they’re free to find best sources. “If we’re charging you, we can’t make money off the back

side – you’re hiring us to put us in your camp,” Craig asserted.

With departure of Schnell, co has downsized staff to 8 and soon will winnow extensive list of subject-matter

experts (so-called SMEs) to those who offer truly unduplicated expertise in areas like navigating clinical process.

“No more frosting,” Wildrick said. But a few staffers may soon be added in specialized areas. Plans to launch 2d

MetaBrand Capital fund are on hold now as co sorts thru strategy; first fund went entirely to Runa. As for I Am

supplement line, once a personal project of Schnell’s, that’s now run by MetaBrand, which has switched from

dedicated sales team to national network of natural-channel brokers. Break with Schnell, tho it couldn’t have

been congenial, is by no means complete: he’s pursuing potentially big opportunity on cannabis side via recently

launched MetaCan unit in which MetaBrand has board representation.

Tho co has some baggage to shed, early signs are encouraging, Fortin and Wildrick maintained. They believe

they’re close to signing as clients several established cos, better balancing reliance on small, not always well-

capitalized clients. The biz plans they developed have proved credible enough for 3 clients to be currently

evaluating offers of financing or acquisition that are on the table. All term sheets are evaluated by Fortin,

Wildrick and cfo Jim Arsenault.

In House Now: MatchaBar RTD, Desert Farms Camel Milk, Cannadote Shots As always, visit to MetaBrand

is excursion into dizzying array of emerging concepts and brands, its formulation kitchen buzzing with activity

(team was working on chocolate concept during BBI visit). Current projects include much-awaited RTD line

being launched by MatchaBar, matcha green tea emporium that’s made a splash in NY. Iced Matcha Tea,

packed in 10-oz glass bottles, promises “calm, focused energy.” Initial flavor range is Original (with ginger),

Peach and Fuji Apple Ginger, with organic cane sugar as sweetener. Incubator also is working with Desert

Farms, largest producer of camel milk, on full suite of items ranging from bevs to ice cream that harness possible

autism-alleviating and other qualities of ingredient. Co also is involved in cannabis play of its own, Cannadote

shot line, CBD-oil- based item meant to counteract mounting incidence of edible-cannibis overdoses. (MetaBrand

hand packed 2K samples, reflecting promise that “no obstacle is too big for us to overcome” for a client, Debbie

noted.)

Tulsa, Okla-based Keith’s Ice Cold Beverages has been making strong headway regionally with Stand for

Something Lemonade, founded by pre-teen operating lemonade stand to raise money for school and now

extended into support for cystic fibrosis research via RTD line in 20-oz PET bottles that’s filled at Whitlock

Packaging. (Founder is 12 now. And yes, premise bears resemblance to Make a Stand Lemonade.) Another

lemonade play is Leaf & Love, Northern Calif brand that claims to be first organic lemonade packed in Tetra

box. MetaBrand also is reformulating Sweetie Pie’s tea line, created by backup singer for Supremes, to carry less

sugar and otherwise get in better synch with current consumer tastes.

New study showing influence that warning labels can

exert on parental decision-making is sure to get attention of pols in several states that are weighing best approach

to target sugared bevs. In study by Univ of Waterloo in Ontario, 2,381 parents submitted to online survey in

which they were to choose among 20 different bevs for their kids. Parents were split into 6 different conditions:

(1) no warning label, (2) calorie label, or (3-6) looking at 4 different text versions of warning labels that came

with warnings such as “Drinking beverages with added sugar[s] contributes to obesity, diabetes, and tooth decay.”

Language used on warnings was from proposed Calif legislation, noted authors. Study found that “significantly

fewer parents,” 40%, chose a sugared bev after seeing a warning label vs 53% who saw just a calorie label and

60% who weren’t given either calorie or health warning.

“Labels may be an important way to educate parents about the health harms of SSBs (sugar sweetened bevs) and

encourage them to purchase fewer of these beverages,” researchers wrote. They also believe warning labels

reduced parents’ perceptions that SSBs are healthy beverages and that SSBs can increase their child’s energy or

ability to focus. Also, warnings were found to increase “parents’ perception of the child’s risk of weight gain,

heart disease and diabetes from consuming SSBs.” Besides having intended effect to reduce consumption of

SSBs, evidence on warning labels “may also give policymakers the impetus to pass these bills,” added David

Hammond, prof at school of public health at UWO, referring to proposals in Calif and NY. A large majority

(73%) of parents in study were in favor of gov’t-mandated warning labels on sugared bevs.

Still, be careful what you wish for, cautioned Sara Folta, asst prof at Friedman School of Nutrition Science &

Policy at Tufts Univ, who was not part of study. Warning labels could backfire among kids who may be drawn to

try something labeled as bad for them, she told CNN. “The issue is a promising first step but we need to study

[labels in other age groups] before a major policy is unveiled that could have unintended negative consequences

for particular segments of the population,” she said. Also, “I think the issue is less about soda and more about

sports drinks and other juice drinks that aren’t 100% juice that parents perceive as maybe being healthy,” she

added.

Expect some marketing “fireworks” from Bai bevs this year, its

marketing chief is promising, as antioxidant infusions with newly completed national footprint get ready to go

big, starting with Super Bowl ad next month. Tho Princeton, NJ-based co isn’t ready to offer many specifics yet

for competitive reasons, it’s undertaking regional Bowl buy in some of its biggest markets, with revved up 30-

second version of 15-second TV campaign it tested in a handful of markets this past fall. Key trope: mix of great

taste, low calories and health bennies “doesn’t make any sense.” Co’s not ready yet to disclose which markets

it’s picked. Co will find out a coupla weeks before Feb 7 kickoff when ad will air during game, being held at

Levi’s Stadium in Santa Clara, Calif.

That’s word from Bai Brands’ Boston-based cmo, former Panera Bread marketing exec Michael Simon, who

came aboard last year and has taken painstaking path to ferreting out right creative approach. Media plan for

2016 calls for reliance mainly on TV and digital ads, with out-of- home buttressing mix in targeted markets. Plan

will attempt to interrupt millennial target over course of day as it toggles between phones, computers, TV and car

systems. Research seems to show that half of those who’re made aware of brand go out and buy it, with brand’s

exceptional flavor quickly converting them to regular purchasers. To deepen social media effort, co has just

brought aboard Flywheel Sports vet Alana Radmin, who’s based in NY. As summer season approaches, co will

set off more fireworks, Michael said. Ad agency, also in NY, is Barton Graf, which has offered similarly

irreverent ads for clients like Little Caesars, Ragu, Kayak and Tomcat.

Basic approach can be gleaned from look at test ads from fall, posted on Youtube and Barton Graf’s site.

“Introducing Bai,” says middle-aged suburban dad in one spot, as he takes bottle out of fridge. “It’s good for you.

It tastes awesome. It doesn’t make any sense. It’s like naming your twins Rock and Roll, because it’s fun to yell

‘Rock & Roll!!!.’” His teen twins amble into doorway. “What?” says one. “Rock & Roll!!!” dad repeats.

“There’s no reason why I should be a Latin pop superstar,” says white-suited gringo who looks like nerdier

version of Tom Petty, in another spot. “I’m not good looking or sexy. I have no rhythm and my Spanish? I took

one class in the seventh grade. But look at Bai: it only has 5 calories, it’s good for you and it tastes amazing.

None of this makes sense – Bai, or . . . El Guapo.” As El Guapo takes the stage, he yells into mic in badly

accented Spanish, “Me gusta ensalada!” to cheering throng. “Me gusta Mi tio. Me gusta aeropuertos.” (“I like

salad. I like my uncle. I like airports.”)

Including a 3d test ad focused on gown-wearing bride who met her husband on TV (in fact, he’s still on TV), ads

are intended to impart quirky, comedic tone that helps build brand’s personality as irreverent and witty, Simon

noted. But Bowl spot, concluded just this week, will add some fireworks to be seen thru din of other big-occasion

ads. Note that ads take different tone from outdoor ads that were developed before Simon’s arrival and tested in

summer 2014, which employed intentionally polarizing, sassy, Vitaminwater-like tone to capture people’s

attention – say, with billboard in NY’s Meatpacking District that asked, “Wait a minute. This is the fruit-packing

district, right? Right?”

As reported, since coming aboard, Simon has taken deliberate approach, undertaking segmentation studies to

identify highest-potential demos and ethnographic studies to determine what fans love most about brand. That’s

been distilled into test creative, including TV, that aired for 2+ months in 4 markets this past fall (Simon declined

to identify them) at varying mix of medium and spend level. With co determined to go bigger by Feb, there was

some nail-biting, Simon allowed, but team was reassured to see test results come in this week indicating that

approach had boosted both awareness and actual sales. The push, including Super Bowl ad, “is a bit of a big bet

for us, but a smart bet,” Simon said.

He noted that, beyond reaching consumers, ad is intended to serve as prominent tentpole among other key

constituencies: its trade partners, including Dr Pepper Snapple Group bottling network thru which brand moves,

and its own employees, for whom ad should be visible symbol of their success in growing co from a handful of

people just a few years ago to hundreds now. The rigor Simon hopes to add to marketing process should be

visible this year in disciplines from more cohesive in-store fixturing to better synchronization with bottlers’ and

retailers’ seasonal promo calendars.

A year ago they might still have

seemed like arcane concepts to most Americans, but switchel, a revived colonial-era restorer, and cactus water are

drawing broader attention now from lifestyle-oriented publishers.

Switchel’s latest shoutout came from Shape magazine, headlining, “I Tried Switchel and I’ll Never Drink

Another Energy Drink Again.” “Forget canned energy drinks – this au naturale (and healthy!) replacement is all

the hype,” adds sub-head. Piece outlines how constituent ingredients apple cider vinegar, maple syrup and ginger

root “make this drink a one-stop shop for health,” tho it urges caution on amount of sugar being ingested. Tho

article focuses on chef-created and homemade versions, it cites as excellent store-bought version the CideRoad

brand, particularly its flavored enhancements (blueberry and cherry). “Next time you find yourself in the grocery

store drink aisle, ditch the Gatorade and go for the makings of this all-natural option instead,” story concludes.

Meanwhile, shopping/lifestyle site Bikini.com, laying out “hottest superfoods” for 2016, includes cactus water on

list that also covers hemp hearts, pitaya (dragonfruit) and kaniwa (relative of quinoa – “by this time next year,

kaniwa might be the new kale”). Nopal cactus (or prickly pear), it explains, “is a fruit high in naturally occurring

electrolytes and betalins, powerful antioxidants, but lower in sugar and calories than the reigning queen of natural

hydration, coconut water,” Bikini.com argues, recommending that it be blended with fruit extracts and water for

“a yummy post-gym thirst quencher, also a delicious smoothie add-in.”

A year ago they might still have

seemed like arcane concepts to most Americans, but switchel, a revived colonial-era restorer, and cactus water are

drawing broader attention now from lifestyle-oriented publishers.

Switchel’s latest shoutout came from Shape magazine, headlining, “I Tried Switchel and I’ll Never Drink

Another Energy Drink Again.” “Forget canned energy drinks – this au naturale (and healthy!) replacement is all

the hype,” adds sub-head. Piece outlines how constituent ingredients apple cider vinegar, maple syrup and ginger

root “make this drink a one-stop shop for health,” tho it urges caution on amount of sugar being ingested. Tho

article focuses on chef-created and homemade versions, it cites as excellent store-bought version the CideRoad

brand, particularly its flavored enhancements (blueberry and cherry). “Next time you find yourself in the grocery

store drink aisle, ditch the Gatorade and go for the makings of this all-natural option instead,” story concludes.

Meanwhile, shopping/lifestyle site Bikini.com, laying out “hottest superfoods” for 2016, includes cactus water on

list that also covers hemp hearts, pitaya (dragonfruit) and kaniwa (relative of quinoa – “by this time next year,

kaniwa might be the new kale”). Nopal cactus (or prickly pear), it explains, “is a fruit high in naturally occurring

electrolytes and betalins, powerful antioxidants, but lower in sugar and calories than the reigning queen of natural

hydration, coconut water,” Bikini.com argues, recommending that it be blended with fruit extracts and water for

“a yummy post-gym thirst quencher, also a delicious smoothie add-in.”

Jones Soda will make this weekend’s Fancy Food Show in SF the platform for launch of Italian-inspired

Lemoncocco noncarb bev. Launch of 12-oz canned item draws upon traditional Italian concoction that became

familiar to ceo Jennifer Cue via her marriage to husband from Rome, and melds extracts of Sicilian lemons and

splash of coconut cream to offer gourmet-inflected entry that’s rare item from Jones that would seem at home at

gourmet food/bev expo opening at Moscone Center on Sun. Jones is best known for novelty items like Turkey

Gravy Soda that would be poor fit with foodie contingent that frequents Fancy Food event. But Lemoncocco

displays no hint of its Jones connection on front panel. It uses cane sugar as sweetener, in modest amount (90

calories per can) that makes it less sweet than most versions in Italy, in synch with evolving American tastes.

As reported (BBI, Nov 6), Lemoncocco had launched modestly in SF and Jones’ Seattle base via local Italian-

food distributors, with encouraging enough results to prompt broader rollout via Fancy Food presence. JSDA will

draw upon its ongoing marketing partnership with Italian automaker Fiat to offer Lemoncocco to consumers who

test-drive Fiat vehicles, deploy Lemoncocco-branded Fiats in market and participate at various co-branded events

in North America.