It is no surprise that
this year’s Super Bowl was tame from an advertising perspective.
After the wardrobe malfunction that occurred last year, the Fox television
network was not about to make a similar mistake and bad impression on
millions of viewers — not to mention broadcasting regulators.
I did a little research to see how this year’s
contest fared among the masses. CNET news.com reported that ComScore, the
Reston, Va.-based Internet consumer preference tracker, found 28 percent of
the people it surveyed said they watched the game for ads. That’s not
a very impressive number, considering the
importance advertisers place on Super Bowl appearances. However, ComScore
also reported that 80 percent of survey respondents were most interested in
seeing Budweiser ads. That is impressive.
Winning BusinessWeek Online’s Grand Brand Award
for its salute to the troops, Anheuser-Busch didn’t let viewers down
— or shock anyone watching the television spots. If you take a peek
at its Web site, you’ll see all the ads that were meant to run during
the Bowl game, some of which did not make it on the air. Anheuser-Busch
took advantage of the 77 percent of ComScore’s respondents who were
expected to log on to the Internet at some point during game day by placing
on its Web site the ads that were rejected by the network. According to
reports, Budweiser.com’s traffic increased by 600 percent on game
I’d hate to say that the Internet is becoming
the advertising medium for the Super Bowl, but will underground advertising this year set the trend for next? If advertisers
can’t get their message across due to censorship on television,
it’s a viable option.
Housewives have Kahlua
The Platinum Guild International hosted this year's
Golden Globe preview party, and Kahlua was part of the show-stopping
action. Kahlua cocktails were in every bejeweled hand of Hollywood's
“it” ladies, Desperate Housewives Eva Longoria and Nicollette
Sheridan, along with CSI: NY's Melina Kanakaredes. Sheridan and the other
actresses and attendees received a complimentary bottle of Kahlúa to
help them live “everyday less ordinary.”
Goose horses around
Bacardi’s Grey Goose
is strutting its feathers this year as a sponsor of the National
Thoroughbred Racing Association and the Breeders' Cup World Thoroughbred
Championships. Along with sponsoring events associated with the
organization and championships, this gives Grey Goose rights at NTRA-member
tracks and exclusivity at the Eclipse Awards.
Bourbon sponsors Gordon
Jim Beam Brands Co.'s Jim
Beam Bourbon has teamed with Robby Gordon Motorsports to sponsor the No. 7
car for the 2005 NASCAR Nextel Cup Series. As part of the sponsorship, team
owner and driver Robby Gordon raced the No. 7 Jim Beam Chevrolet this month
at Daytona International Speedway. Jim Beam will be the primary
sponsor for a designated number of races and serve as an associate sponsor
for additional races throughout the 2005
Newcastle prize awarded
Scottish & Newcastle
Importers Co., San Rafael, Calif., has announced the winner of its
“The Best of Both World's” sweepstakes, which offered
contestants the chance to go on one Super Bowl weekend trip to Las Vegas,
and take a romantic trip to the British Virgin Islands. Tom Edwards of
Colgate, Wis., plans to take three friends for a VIP weekend in Las Vegas
and his wife to the island oasis.
Energy Brands’ Vitaminwater and Smartwater are
heading to the Sundance Film Festival in Park City, Utah. In addition to
sponsoring events such as performing arts organization Broadcast Music
Inc.’s condo party and blender sessions at Harry O’s club, the
vitamin-enhanced drink line is expected to appear in many other
snow-covered places during the festival.
Coors Light toasted the winning team in this
year’s 2005 Copa Toyota Libertadores, a major international soccer
competition. The Tigres team from Mexico won during the InterLiga 2005
qualifying tournament in which 36 teams participated from countries
throughout Latin America.
Beverage Industry’s November issue highlights the 100-year advocacy of the American Beverage Association and what’s next for CEO Katherine Lugar and a new plastics initiative, Every Bottle Back. This issue includes a special report on craft beer, an Up Close With feature on PRESS hard cider and what is sparking innovation in natural colors. Read more about how protein is powering up beverages and how warehouses are using WMS and WCS systems to streamline operations. As usual, the latest trends in new products, packaging and ingredients are highlighted.
Check back throughout the month for additional content.