Marketing
September 1, 2006
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Marketing Methods
David W. Stewart, professor of marketing at the
University of Southern California and co-author of the book
“Marketing Champions” explains there are three strategies for a
beverage firm when it comes to ethnic marketing.
A company can focus on ethnic consumers of a drink
that has traditionally strong appeal to a particular ethnic segment, for
example lassi among Indians.
A company can attempt to take an ethnic beverage into
a broader market, such as green tea.
Or it can take a beverage with broad market appeal and
develop specific marketing and promotions for ethnic groups, for example,
Coca-Cola’s various promotions targeted to Hispanics.
Mixing beer, politics
Major breweries Miller and Coors have launched
Hispanic marketing campaigns to attract ethnic consumers to their brands.
The companies also have donated money to support Hispanic political causes.
In September, Coors Light presented the New York-based Hispanic Federation
with a $25,000 donation to support its voter education and information
programs. The Federation and the Golden, Colo.-based company will spread
the word about voting and citizenship at concert stops of the band,
Intocable, which the beer brand is sponsoring.
Miller attracted attention for newspaper reports that
it sponsored an immigration rights march in Chicago. Advertisements for the
controversial Labor Day “Immigrant Workers Justice Walk”
featured the Miller logo and Spanish-language tagline of its “Live
Responsibily” slogan. It was reported that the Milwaukee, Wis.-based
company agreed to sponsor the march following a possible boycott by
pro-immigrant groups over the brewer’s contributions to a Wisconsin
U.S. Representative who backed legislation to crack down on illegal
immigrants. Ironically, Miller’s sponsorship of the Labor Day march
created a new threat by more than 100 groups to boycott the brands.
Bass gets on the map
InBev’s Bass brand recently launched customized
credit card sized guides that detail the locations and amenities of more
than 40 nightlife establishments in New York City. Bass launched bMaps
Pocket Guides with the help of HGHS Enterprises. These maps keep Bass on
top of the minds of consumers every time they peek in their wallet or
pocket.
Southern Comfort billboard awarded
The West Hollywood Chamber of Commerce recognized
Southern Comfort’s “New Orleans” billboard as best
beverage billboard of 2005. Judged by a panel of creative and artistic
industry executives, Arnold Worldwide and Clear Channel Outdoor were
honored for the billboard. Also nominated in the beverage category were ads
for Vitaminwater, Budweiser, Jack Daniels and Coca-Cola’s Full
Throttle.
Jim Beam supports scholarship
Jim Beam bourbon and New
York wholesaler Southern Wine & Spirits will support the Terry Farrell
Firefighters Scholarship Fund with money from sales of the bourbon. The
fund, which provides aid to the children of New York firefighters, will be
featured on specially labeled 1-liter bottles from which $1 from every case
sold will be donated. The labels will replace the Jim Beam logo with a fire
hat with the number 343, representing the number of firefighters from
Farrell’s squad that were victims of September 11, 2001 attacks.
Shock Coffee gets into shape
The hyper-caffeinated coffee brand, Shock Coffee,
hosted this year’s Better Your Body Health & Fitness Expo in New
York. The brand provided a 2,000 square foot ‘Bootcamp’ and
premiered its new Shock Hummer 2 at the event.
Hennessy mixes it up
Hennessy cognac will host a concert in New York City
to celebrate the “Global Art of
Mixing.” Hip hop artist Kanye West, rock band The Strokes, the
UK’s Goldfrapp and DJ Carl Cox will come together on stage for the
Hennessy Artistry concert. The event will combine sounds, visuals and
cocktails from around the world in a testament to mixing.
Stella Artois goesto Sundance
Stella Artois is going to the movies with its
sponsorship of the 2007 Sundance Film Festival. As part of the sponsorship,
the InBev brand will host a contest with prizes including Sundance’s
25th Anniversary Film Festival DVD Collection and a trip for two to the
festival complete with movie tickets and premiere party invites. It will
also cross-promote with Indie Film Night retail displays and bar events.
Vodka… Smirnoff Vodka
Movie watchers know James Bond likes his martinis
shaken, not stirred – and made with Smirnoff Vodka. Bond’s
return to the big screen in “Casino Royale” will feature the
international spy once again sipping on Smirnoff vodka. Smirnoff and
Bond’s partnership, which dates back to 1962’s “Dr.
No,” will feature an international multi-million dollar campaign
including broadcast ads, promotions and a fully interactive “Casino
Royale” Web site.
Andretti, Canadian Club team up for good cause
Former race car driver Michael Andretti has teamed up
with Detroit community leaders and Canadian Club Whisky for a public
awareness campaign about underage drinking. The program, developed in part
by The Century Council, will provide tips to discourage and prevent
underage drinking. Beam Global Spirits & Wine donated $100,000 on
behalf of Canadian Club to The Michael Andretti Foundation to help produce
and distribute 1.2 million tip cards at point of sale in Michigan. The
program has already been launched in Wisconsin and Ohio will soon launch in
Illinois.
