Marketing Briefs
August 1, 2007
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Marketing Briefs
Music tour
Hornitos Tequila kicked off the semi-final round of
its “100 Live All Summer” music tour last month in San
Francisco. This is the third year that the Beam Global Spirits & Wine
brand has sponsored the local battle of the bands. The Live All Summer tour
will visit nine cities that have chosen their local representative bands
through area radio stations. Each market will host one finale event in
September. This year the tour partnered with the T.J. Martell Found-ation,
a music industry charity to which Hornitos will donate $95,000.
Girls night out
Women in Chicago were
able to visit a hot new nightspot in July. Cocktails by Jenn opened up Club
Jenn for a limited engagement. The Club was located at Salon Michael and
provided beauty treatments and cocktails before a night out. Women could
sign up for pre-event primping, such as hair do’s and manicures,
while enjoying drinks, such as Jenn’s Cosmopolitans, Blue Lagoons,
Appletinis and Lemon Drops. Following the beauty treatments, the ladies
were taken by limousine to local clubs. The brand says future tours of Club
Jenn may be in the works.
Cocktails for a ‘cantante’
Last month, Rums of Puerto
Rico helped to celebrate the movie premiere of “El Cantante,”
the biopic of Puerto Rican salsa pioneer Hector Lavoe. The movie tells the
story of Lavoe and his relationship with his wife, Nilda Ramón
Pórez, and stars real-life husband and wife entertainers Marc
Anthony and Jennifer Lopez. For the premiere, Rums of Puerto Rico
created six cocktails, named after Lavoe or one of his songs.
Bar band contest
This summer, Boru Vodka launched an Internet search for
the ultimate bar band. As part of its “Defend the Bar Band”
contest, original recordings were submitted to the Web site, boru.com,
which were then pared down to 15 bands that will compete for the
opportunity to win a digital release deal with Roadrunner Records. In
addition to the bands, Boru also honored the fans of bar bands with their
own sweepstakes. Consumers can vote on the bands starting next month with
the winner announced in November.
Water campaign
Evian Natural Spring Water
released its newest ad campaign emphasizing the importance of water. The
new campaign, which launched this month in Manhattan, Los Angeles and
Miami, stresses that “The most important body of water is your own.
Fill with care.” The ads for the French spring water brand feature
women and men with Evian at their sides sitting peacefully in front of
snow-capped mountains. Evian says the ads emphasize healthy lifestyle,
inner peace and outer balance.
Custom fleet
Taking its line of energy drinks and teas on the road,
Cintron Beverage Group created a fleet of customized vehicles. The line
consists of 13 Chevy HHR’s, decorated with Cintron graphics by CRC
Studios, a Detriot-based auto customizer. The black and silver HHRs feature
the company’s logo and slogan, “An energy drink that tastes
great!” The fleet will be available to Cintron sales and marketing
team for sales calls and special events, including boat races in which
Cintron’s powerboats compete.
Racecar tour
Fans attending the annual
Sturgis Bike Week in South Dakota this month were able to meet with the
Jägermeister Race Team and driver Max Naylor. Naylor signed autographs
at Buffalo Chip Camp-ground. The team and its car are part of the National
Hot Rod Association’s race series which was in town at the rally.
Urban film tour
House of Courvoisier brought its Urbanworld VIBE Film
Series to Chicago this month. As part of its invitation-only, ten-city
tour, the cognac brand featured an independent urban film in a hip location
accompanied by Courvoisier’s signature drinks. More than 500 invited
guests filled Chicago’s Alhambra Palace to see the film and enjoy
music from DJ Biz Markie. The event featured Courvoisier Brown Sugar and
Courvoisier Strawberry Lemonade cocktails.
