Marketing

A new take

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The United States Bartenders’ Guild (USBG) challenged 17 of the world’s best bartenders to compete against each other to create an original version of a Pina Colada recipe at the Tales of the Cocktail event in New Orleans.
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Packaging campaign

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Global juice drink brand Tampico Beverages, Chicago, launched its Unique Like You digital and social media campaign to support the product’s new 20-ounce single-serve packaging option. The campaign targets 16- to 28-year-old consumers and incorporates an interactive photo contest, comedic videos, online advertising and social media marketing with support from radio, sports and community events, store visits and guerilla marketing.
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Soccer sweepstakes

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Modelo Especial, an import beer brand by Crown Imports LLC, Chicago, in collaboration with Sports Illustrated and international soccer player Clint Dempsey, last month invited fans to enter Modelo Especial’s VIP Soccer Sweepstakes. The contest awarded five grand prize winners a trip for two to attend an international soccer match of their choice.
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Diageo’s FMBs focus on authenticity, convenience

Brand expansions answer consumers’ call for variety
By Jennifer Zegler
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The frequently asked question, “What should I have to drink?” was the inspiration for Diageo’s flavored malt beverage (FMB) strategy. This summer’s advertising for Diageo’s Smirnoff Premium Malt Mixed Drinks answers that question featuring a “Fridgetender,” a portable bartender character who appears in refrigerators and coolers at the right time.  In addition to Smirnoff Premium Malt Mixed Drinks, Diageo’s FMB lineup also includes the recently launched Jeremiah Weed FMBs and Smirnoff On The Rocks, which is a multi-serve version of the Premium Malt Mixed Drinks.


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Coca-Cola spreading happiness through technology

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The history of The Coca-Cola Co. is integrally tied in with the iconic marketing campaigns that made Coca-Cola the worldwide brand it is today. Although technological advances are changing the way it interacts with consumers, the company still sees a common goal for its outreach, explains Clyde Tuggle, senior vice president of global public affairs and communications for The Coca-Cola Co.


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Summer program

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Newcastle Brown Ale, a brand of Heineken USA, White Plains, N.Y., is serving up summer fun with the return of its “Your Beer. Your Glass.” summer retail program. Adult consumers can participate for the chance to claim their own Newcastle Geordie Schooner — the authentic British-style brown ale glass — in Newcastle, England.


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Founding recipe

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Coney Island Brewing Co., Brooklyn, N.Y., has teamed up with the New York Public Library to create a beer fit for a founding father. To toast the 100th birthday of the library’s landmark Stephen A. Schwarzman Building on 42nd Street, the two institutions are brewing a very limited amount of “Fortitude’s Founding Father Brew,” a porter based on George Washington’s handwritten “small beer” recipe, which can be found in the library’s extensive collections. 


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Special campaigns

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Brands of Crown Imports LLC, Chicago, began new national multimedia advertising campaigns. Modelo Especial launched its campaign entitled “Descubre lo Especial” (“Discover What’s Special”) and Corona Extra released its “Refresca Como Somos” (“Refreshes How We Are”). 


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Eco-friendly campaign

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Resulting from Middlebury, Vt.-based Woodchuck Hard Cider’s Facebook Global ReLeaf campaign American Forests will plant 13,618 trees in Northern California. Woodchuck Cider committed to planting two trees for every Facebook fan gained during Earth Week 2011 by donating to Global ReLeaf, which is American Forest’s tree planting initiative. 


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Wat-aah partnership

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Wat-aah!, New York, partnered with National Association of Broadcasters Education Foundation (NABEF) and Grammy winning artist Beyonce for the “Let’s Move! Flash Workout” event that encourages children around the world to get moving, stay healthy and to support First Lady Michelle Obama’s initiative to combat childhood obesity.


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Multimedia

Videos

Image Galleries

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

9/17/14 2:00 pm EDT

The Path to New Product Success: Navigating the latest trends for new beverage development

By attending this webinar, you will learn about the top trends and how they fit into the CPG market, which channels are influencing new products and technology, how Packaging fits into your product development, and ways you can use innovation to increase sales.

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Maintaining beverage dispensing equipment

Iuliana Nita, Saint-Gobain Performance Plastics global marketing manager of food and beverage, offers her insights about ensuring sanitary performance of beverage dispensing equipment in foodservice applications. She also will offer some tips about choosing the right kind of tubing to handle acidic beverages.

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