The Pulse -- December 2004

Heineken Assumes Responsibility
Heineken is taking its promotions to a more responsible level by including a message on all Heineken brand bottles and cans worldwide that invites consumers to visit a newly developed responsible consumption Web site, www.enjoyheinekenresponsibly.com.

"We appreciate that the vast majority of our consumers enjoy our products in a responsible way and that the enjoyment of our products fits in a positive lifestyle," says Thony Ruys, chairman of the Executive Board, Heineken. "Whilst consumers are responsible for their own drinking behavior, we are nonetheless committed to help remind and inform consumers about responsible drinking and the dangers of alcohol abuse." The back label on Heineken bottles and cans, in conjunction with the Web site, serve to remind and educate consumers about the effects of consuming alcohol, drinking patterns and consumption guidelines. This latest addition to Heineken's responsible consumption initiative is now live in the United States and will be rolled out to other countries where Heineken is sold.

Energizer compliance Keeps Going and Going.
Energizer Battery, one of the world's largest manufacturers of primary batteries and flashlights, is using Cactus Commerce's GDS Accelerator for BizTalk Server 2004 to achieve global data synchronization compliance with its retail customers. Cactus GDS Accelerator allows companies to connect to UCCnet and the Global Registry, and integrate accurate real-time data into existing management systems. Energizer, an early adopter of Cactus GDS Accelerator, is now using the technology in production and achieved global data synchronization of its merchandising items with customers such as Wegmans in accordance with required compliance mandates. "As a solution that makes effective use of our existing Microsoft platform, Cactus GDS Accelerator has enabled Energizer to quickly and easily meet the global data synchronization compliance mandate, without having to invest in any additional software or hardware," says John Thompson, project manager, Energizer Holdings.

Pfizer Packs Viagra with RFID
The Food and Drug Administration recently issued guidelines to prompt drug makers to use radio tracking chips on product packaging to stem counterfeiters. Pfizer will be one of the first pharmaceutical companies to launch a new initiative that uses RFID tags to enable wholesalers and pharmacies to authenticate all Viagra sold nationally. By the end of next year, Viagra will be shipped with RFID embedded into its packaging and passive RFID tags added to cases and retail packages of the drug. Pfizer is working with several organizations to develop standards and procedures for implementing RFID and supporting systems. The company participated earlier this year in a pilot project, organized by Accenture, that explored the use of RFID and Electronic Product Code (EPC) technology within the pharmaceutical supply chain.

VF Commits to RFID Tag Contract
Branded apparel giant VF Corp. says it expects to use around 600,000 RFID tags a year at first, eventually topping 5 million tags annually as more of its customers' facilities become equipped to receive tagged shipments. The company in October announced a multi-year commitment to purchase Alien Technology Corporation tags and readers. The brand owner of Lee, Wrangler, Nautica, Eastpak and The NorthFace will initially tag cases and pallets with EPC Class 1 products in seven of its more than 50 U.S. distribution centers shipping to Wal-Mart and other retailer distribution centers. "Alien's ability to ensure capacity and to coordinate the future upgrade to Class 1 Gen 2 helps us manage risk in implementing this mandate," says Eric Anthony, VP of Information Technology Services at VF. "Alien's Class 1 system performed well in our tests, ensuring a smooth roll out in January."

Kimberly-Clark Quickens Product Speed to Market
Leading consumer product manufacturer Kimberly-Clark (KC) is improving its new product development and introduction (NPDI) processes using technology solutions that enable significant cost savings, drive product innovation and bring new products to market more quickly. SAP helps KC bring together a complete, end-to-end new product development framework that leverages integrated software to manage product lifecycles, supply chain, supplier relationships and customer relationships. "Cost leadership does not sustain competitive advantage -- continuous innovation does," says Cheryl A. Perkins, senior vice president and chief technical officer, Kimberly-Clark. "In response to shortening product lifecycles, Kimberly-Clark is collaborating with SAP to introduce improved capabilities for idea and portfolio management, which will increase speed-to-market for strategically important new products."