Taste challenges and targeted marketing dominate beverage companies' outreach
Van Gogh Triple Wheat Blue Vodka launched a new advertising campaign that targets women with print advertisements, social media marketing, special events and tastings throughout the United States. The campaign focuses on female consumers between the ages of 25 and 44 and aims to portray women as strong, independent females who also like to drink, Van Gogh says. The campaign features ads with pin-up girls drinking cocktails under headlines, such as “Better a dry spell in men than a drought of vodka.” Van Gogh also will award an Ultimate Girls Night In with Van Gogh Wheat Blue Vodka, the company says.
Diageo, Norwalk, Conn., launched a new campaign, “The People’s Challenge,” for its Smirnoff brand. The campaign, which seeks consumer input into what is the best-tasting vodka, kicked off with a blind taste test event in August at Tao Nightclub in Las Vegas. The company will use print, broadcast, digital, out-of-home, in-store and public relations strategies as part of the marketing campaign. It also will sponsor promotional events throughout the year.
Million Point Giveaway
The Coca-Cola Co., Atlanta, launched its Million Point Giveaway promotion for My Coke Rewards members in August and September, during which more than 70,000 members will achieve instant wins. Codes can be found on Fridge Packs of participating Coca-Cola brands, the company says. Additionally, one winner will be awarded a 1,000-point shopping spree each day, and the company will award 10,000 points to a grand prize winner each week. Coca-Cola also released a limited-edition awards catalogue that features premium prizes, such as a mountain bike and flat screen television, for winners to spend their points. To be eligible, users must register at mycokerewards.com, where they must enter codes found on Fridge Packs.
‘It Only Gets Better’
Crown Imports LLC, Chicago, launched “It Only Gets Better,” the company’s first national multimedia advertising campaign for Corona Light. The campaign seeks to highlight the active personality, energy and vibrant character of Corona Light drinkers, differentiating them from laid-back Corona Extra drinkers, the company says. The first execution of the multiplatform campaign launched nationally as a 30-second television spot. The digital arm of the campaign will target Facebook and media banners, the company says.
PepsiCo, Purchase, N.Y., launched its Pepsi Max multimedia marketing campaign, which invites U.S. consumers to taste Pepsi Max for themselves. The company remade the “Diner” commercial it aired in 1995 during Super Bowl XXIX, which featured two soda delivery truck drivers discussing the best tasting cola on the market. Now, the drivers return, but they also want zero calories to go along with the best taste. The company also launched a Pepsi Max fan page on Facebook and a partnership with YouTube. In addition, Pepsi Max will be featured in select NASCAR, Major League Baseball and National Football League events, the company says.
Salada Tea, Windsor, Conn., named Tara Coleman, a clinical nutritionist from San Diego, the winner of its nationwide search for a consumer spokesperson. Coleman will be charged with spreading the company’s “Unbottle Your Tea” message through tips and suggestions for living an all-natural lifestyle. Salada Team website visitors voted on ten finalists for the position, and Coleman emerged the winner, giving her $10,000 and the opportunity to blog, tweet and attend health and environmental events nationwide.
Lil’ Kim promotes Purple
Proximo Spirits Inc., Hinsdale, Ill., and Three Olives Vodka launched an advertising campaign featuring Lil’ Kim, a Grammy award-winning rapper, songwriter and actress. The “What’s Your O-Face?” campaign will include Lil’ Kim endorsing the company’s newest flavor, Purple. The advertisement will appear in the national ad campaign as well as in-store merchandising support, the company says. With the launch of its Purple flavor, the company also introduced a package design that displays purple stripes in several shades around its frosted bottle.
News: Beverage companies boost summer marketing