National reach
Dr Pepper Snapple Group, Plano, Texas, announced a multi-year agreement with MTVN Music Group, a division of Viacom’s MTV Networks, to nationally promote and distribute Sun Drop, a citrus soda that was distributed primarily in the Carolinas and Midwest. MTV Scratch, an in-house creative team, will develop all aspects of brand marketing for Sun Drop, ranging from new packaging graphics to advertising promotions. Sun Drop also will appear within the 25th season of “The Real World” and “The mtvU Woodie Awards,” MTV’s college network dedicated to indie music. Sun Drop will be available at major retailers across the country in 2011.
Tea time online
Celestial Seasonings, Boulder, Colo., is transforming traditional tea time with the help of its Sleepytime Bear character and social media. Celestial Seasonings launched its weekly “Tea Time with Sleepytime Bear” Twitter sessions. The sessions will serve as an outlet through which tea drinkers can connect with others, share tips for finding calm and heed the bear’s inspiration and humor, the company says. The weekly hour-long Twitter sessions will take place every Tuesday at 1 p.m. (Mountain Standard Time) at twitter.com/SleepytimeBear. A different Celestial Seasonings tea will serve as sponsor for the Twitter tea time sessions, enabling online users to learn about the all-natural varieties of Celestial Seasonings tea, company says.
Beer ‘n Gear giveaway
Oskar Blues Brewery, Longmont, Colo., teamed up with Burton/AK and Backcountry Magazine to offer monthly giveaways through April. Every month, a winner of Dale’s Pale Ale, Burton/AK Gear and Backcountry Magazine swag packages will be chosen. The program will be promoted on cans of Dale’s Pale Ale and participants can register and find information at bcbeerngear.com. Contestants must re-register each month in order to be eligible for that month’s prizes.
Cultural education
Five wineries have partnered with celebrity TV personality Jamie Durie and the You Don’t Know Oz campaign to give Americans interactive and in-store education materials geared toward Australian culture and Australian wine. The campaign is asking Americans to host their own party in honor of Australia Day, which is Jan. 26, for a chance to win a trip for four to Australia. Contestants can upload a photo online at youdontknowoz.com of their party with a clever caption. The photo contest is from Jan. 22 to 31. Wine education is at the center of the campaign. The wineries of Wolf Blass, Rosemount, Lindemans, Greg Norman Estates and Penfolds joined together for the campaign.
Enjoy Guinness via phone
Guinness & Co., Norwalk, Conn., launched a new campaign on Apple’s iAd mobile advertising network that allows adult consumers to interact with the Irish stout on their mobile device. Running now through St. Patrick’s Day, the iAd aligns with the brand’s current “Fortune Favors the Bold” campaign and offers consumers of legal drinking age an interactive Guinness experience with sports-themed challenges and content. Consumers who tap on the iAd are prompted to “pick a play” and can choose to take sports-related mini quizzes, download exclusive Guinness wallpapers or follow the step-by-step guide to pouring a perfect pint.
College footprint
As part of the Coca-Cola North America and NCAA partnership, Powerade-branded hydration equipment will be showcased on the sidelines during all 88 of the NCAA sports championships. Powerade, a product of Coca-Cola, will have marketing activation around the NCAA championships, which will include Powerade sideline branding presence through coolers, cups and squeeze bottles, as well as product available for student athletes, coaches, volunteers and event organizers during competitions. Powerade also will leverage its newfound standing at retail, in advertising and marketing programs.
Anniversary celebration
Finlandia Vodka, Louisville, Ky., is commemorating its 40th anniversary with the launch of its final signature charity water bottle design. The bottle is designed by world-renowned Finnish graphic artist Klaus Haapaniemi and is titled “Reindeer.” The bottle retails for $28 and is available at finlandiawaterbottle.com. Finlandia will share all profits from the sales of the 1-liter water bottle among four global environmental projects: Viva con Agua de Sankt Pauli, which helps fund clean drinking water projects; the Australian Rainforest Foundation; DESMI, which promotes sustainable agriculture and food in Latin America; and TanzSolar, which provides affordable solar light to households in Tanzania.
