Marketing
March 1, 2006
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Miller Gets Set For Summer
Miller Brewing Co. has announced the “Open Up
the Great Taste of Summer” on-premise promotion that will use summer
images to capture attention of consumers. Off-premise materials will
include “talking cans” (where legal) in specially marked 18-,
24- and 30-packs of Miller Lite and Miller Genuine Draft that will tell
consumers they have won summer experiences such as behind-the-scenes
baseball (spring training), NASCAR (in the pits), and football (training
camp) with Miller alliance partners. Point-of-sale materials will feature
summer images and motion display enhancers.
Bacardi toasts New Orleans
Bacardi teamed with actor Josh Duhamel for a New
Orleans fundraiser in which Duhamel added the last bead to the
“World’s Longest String of Mardi Gras Beads” to raise
money for the Rebirth of New Orleans Tourism Fund. The Guinness Record
attempt raised $25,000 for the tourism fund, bringing Bacardi’s
contribution to the hurricane-ravaged city to more than $400,000 in total.
NOS becomes official energy drink of NDRA
NOS Energy Drink from Fuze Beverage Co. has signed on
as the Official Energy Drink of the NOPI Drag Racing Series and will have a
major presence at all 10 of the NDRA series events, as well as the NOPI
Nationals Motorsports Supershow in Atlanta this September.
“The NDRA series not only features the best
drivers in the sport of compact drag racing, but are great lifestyle events
that appeal to young automotive enthusiasts,” says NOS Energy Drinks
Brand Manager Michael Fine. “Its fans are the perfect demographic for
our NOS Energy Drink. They are familiar with the boost that nitrous oxide
provides to cars and understand what NOS Energy Drinks do for the
driver.”
NOS Energy Drink is packaged in containers that look
like Holley performance nitrous oxide canisters. The drinks will be
featured in a special VIP area with a DJ, NOS Bar, NOS Models, Xbox kiosks
and NOS pong competitions.
Evan Williams continues fishing sponsorship
Heaven Hill, Bardstown,
Ky., continues its fishing themed marketing plan for Evan Williams Kentucky
Straight Bourbon Whiskey that includes a title sponsorship of Citgo
Bassmaster Elite Series professional angler Jason Quinn for the 2006 and
2007 seasons. Evan Williams has sponsored Quinn since 2004. Evan Williams
will be “luring” in the 25 percent of all fishing enthusiasts
who drink bourbon (according to Simmons) with a two-year sponsorship of
Quinn, and will support his team onsite at tournaments with a logoed
graphic wrap of his boat and hauling truck. Quinn also will make
promotional appearances on behalf of Evan Williams throughout the fishing
season and around the country.
St. Pauli Girl gets new look
Barton Beers has launched new print advertising
targeted to men ages 25-34 for its St. Pauli Girl’s beer. The
national campaign features sophisticated, recognizable female forms that
morph into beer images. The company feels the new campaign is in keeping
with the St. Pauli Girl collectible poster tradition.
“This campaign takes the recognizable girl on
the label to the next level, capturing the spirit of our brand tradition in
a way that is edgy with a sense of humor,” said Fred Graefenhain,
marketing vice president at Barton Beers.
The new advertisements can be found in the March
issues of select magazines including Backpacker,
Esquire, FHM, Giant, Maxim, Men’s Health, Playboy, Rolling Stone and Sports Illustrated.
Courvoisier’s All-Star weekend
Beam Global’s Courvoisier cognac recently went
one on one with Alonzo Mourning and Ben Gordon at the annual NBA All-Star
Weekend in Houston. A special reception marking the opening festivities of
All-Star Weekend was held on Feb. 17 at the House of Courvoisier, where NBA
all-stars joined Chris Mahoney, senior brand director at Courvoisier and
Julia Dell, sales manager, on-premise, Future Brands LLC as well as Steve
Stanley, general sales manager at Glazer’s, and Denny Thomlinson,
district sales manager for Spec’s Chain Division.
Reception attendees were some of Houston’s lucky
few to sample L’Esprit de Courvoisier, an exclusive cognac with rare
vintages dating back to the 19th Century and the royal court of Napoleon.
Mourning and Gordon were also special recipients of complimentary bottles
of L’Esprit, which retails for $5,000.
Laurent-Perrier parties with Oscar
Laurent-Perrier Champagne celebrated its 10th
anniversary partnership with the Academy Awards with more than 1,000
bottles of Grand Siècle by Laurent-Perrier, which were offered prior
to the ceremony, at the Governor’s Ball, and in the official Academy
Awards gift baskets. Earlier this year, Laurent-Perrier unveiled new modern
black and white packaging, which was showcased during the event.
Father’s Day gift pack
Castle Brands Inc., owner of Knappogue Castle Irish
Single Malt Whiskey, will have a special Father’s Day gift pack that
will pair Knappogue Castle Whiskey, vintage 1994, with a premium-quality,
emerald green golf towel embroidered with the Knappogue logo in gold and
silver. The gift box is wrapped with a photograph of the 7th green at the
Dromoland Castle Golf & Country Club, which is located a short distance
from the 15th century Knappogue Castle.
