Miller gears up for St. Patrick’s Day
Miller Brewing will celebrate St. Patrick’s Day at on-premise locations with the “Aye Love Great Taste” promotion, which includes merchandise and thematic point-of-sale materials. Bar and restaurant operators can incorporate the St. Patrick’s Day Countdown Clock and customizable imprint banners ahead of time, and table tents featuring spinning shamrocks. For waitstaff, the company created authentic Irish plaid wool caps and other merchandise.
A-B celebrates the hometown team
Anheuser-Busch created a limited-edition Budweiser magnum and aluminum bottle to celebrate the St. Louis Cardinals’ 2006 World Series victory, and donated $100,000 to the St. Louis Cardinals Care Foundation to benefit area youth through outreach programs and financial grants. The company promoted the bottles as holiday gifts and said, “They are the perfect holiday gift for adult fans, and will be enjoyed as keepsakes for years to come.”
The 46.5-ounce magnum bottle features the Cardinals 2006 World Series Champions logo on the front, with a summary of the World Series on the back label. It was sold individually in a red and blue box featuring the Cardinals and World Series Champions logos. The 16-ounce Budweiser aluminum bottle features the Cardinals 2006 World Series Champions logo and lists the years of each of the Cardinals 10 titles. It was sold in 15-packs of specially labeled Budweiser cases featuring images of the Cardinals World Series bottles.  
Both bottles will be reintroduced in March, when they will be more widely available for the beginning of the 2007 Major League baseball season.
Bawls promotes ‘The Facts’
Bawls Guarana, Miami, launched “Know the Facts: Guarana & Caffeine,” a product information piece available for download at The piece is compilation of information designed to educate consumers about Bawls’ signature ingredient, guarana, as well as promote healthy and responsible caffeine consumption.
 “We want our customers to feel comfortable about purchasing our products and ‘Know the Facts’ is the first of many steps that we plan to take to better educate them about guarana and about caffeine,” said Chief Executive Officer Hoby Buppert.
Underground advertising
Ito En North America has launched an ad campaign this month in New York City subways that promotes green tea’s ability to boost the immune system. The Liquid Armor campaign carries the message “Protect Yourself With The Purity Of Green Tea,” and points to its product’s catechin and vitamin C content. The ads will appear inside subway cars throughout the city.