Smirnoff, Yakult and Newcastle Brown Ale roll-out new initiatives

October 15, 2010

Global exchange
Smirnoff vodka launched its “Nightlife Exchange Project” advertising campaign, a globally inspired program to bring together the best elements of nightlife in 14 countries. The company plans to use respected nightlife figures to discover the best elements of the nightlife in cities from 14 countries: the United States, Great Britain, Argentina, Brazil, Canada, Germany, India, Ireland, Lebanon, Poland, South Africa, Thailand and Venezuela. Smirnoff will capture aspects of nightlife in each country online, culminating in a finale on Nov. 27, when those countries will trade the best aspects of their nightlife for those in another part of the world. In the United States, Smirnoff will examine the nightlife in Miami, where DJ Irie, the official DJ to actor Jamie Foxx and the Miami Heat basketball team, will curate the best aspects of the city’s nightlife.

For the love of probiotics
Yakult U.S.A. Inc., Torrance, Calif., launched its new “Love Your Insides” campaign for its signature probiotic drink in 29 major marketing areas. The campaign will feature 30- and 16-second television spots called “True Love” in both English and Spanish and will feature Yakult’s new brand icon in the form of a cuddly digestive system. The company also will launch a mix of radio, online and print collateral and redesign its website, yakultusa.com.

Wine on tour
Multi-Grammy Award winning singer Michael Bublé tapped Beringer Vineyards to be the exclusive wine of the Canadian singer’s “Crazy Love Tour,” which begins in November. Beringer began a multi-platform marketing campaign this fall to highlight its partnership with Bublé through social media, including a presence on Twitter and Bublé’s online fan club Bungalow-B. The company also will work with Bublé to release previously unavailable music to fans wherever Beringer wine is sold during the holiday season. In the summer of 2011, Bublé will perform at Beringer Vineyards in Napa, Calif., for a select group of VIP fans.

Beyond the beach
Corona Extra, a brand of Crown Imports LLC, Chicago, has launched a new advertising campaign that the company says will go beyond the beach. Although Corona has long been synonymous with white beaches and gentles waves, the “Find Your Beach” ads will encourage consumers to find their beach, wherever it might be. The company’s television spot “Moments” includes a montage of scenes with people relaxing and drinking Corona Extra in unexpected places, such as a mountain vista or a New York City rooftop, closing on a couple on a beach with the tagline “Find Your Beach.” Jesse Harris, a Grammy-winning songwriter, singer, guitarist and producer, wrote the soundtrack for the television spot.

Spotlighting health
Tampico Beverages, Chicago, has partnered with its distributor, Pepsi Beverages Co., to launch a multi-market, multimedia campaign called “Live Life Plus,” which will highlight Tampico’s vitamin-fortified, lower sugar, lower calorie juice brand, Tampico Plus. The campaign launched in key U.S. markets and will continue through November. It is designed to engage on-the-go and health conscious consumers in the 18- to 34-year-old Hispanic and multicultural demographic, the company says. Tampico plans to use on-site sampling, consumer engagement and social media marketing, among other channels, in the campaign.

Design your own T-shirt
Newcastle Brown Ale, New York, kicked off its fall retail program, “Your Beer. Your Threads” in September. After purchasing Newcastle Brown Ale, the consumer can use the UPC code to go online to the Newcastle Design Shop where they can create their own Newcastle-inspired T-shirt design. The company will use customized point-of-sale marketing to draw consumers to its displays for the promotion, Newcastle says, and the program will encourage cross category purchases through special consumer offers.

Backyard football contest
Crown Royal and former National Football League Coach Jimmy Johnson have teamed up to give two fans and their friends a chance to take their backyard flag football game to Dallas Stadium for the first Jimmy Bowl. Crown Royal’s website, crownroyal.com/football, will feature 10 instructional videos of Johnson giving tips on topics ranging from positive thinking to his trademark hair to end zone dances. Entrants must upload a 45-second or less video to show what they have learned from Johnson’s training videos to be eligible to win the backyard flag football game. Entrants also can write an essay, explaining in 100 words or less why he or she should be picked as the winner. Entries must be completed by Nov. 30.

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