Heineken with a heart
Heineken USA and Gold Coast Beverage Distributors, Miami, hosted the “Heineken with a Heart” benefit for local Miami charity Neighbors 4 Neighbors in November. Neighbors 4 Neighbors supports the seasonal needs of families by matching them with businesses, organizations and individuals through its Adopt-A-Family 4 the Holidays Program. The fundraiser also featured Jim Mandich and Larry Little from the 1972 undefeated Miami Dolphins and local personalities. Heineken USA’s Safe Call program also was a part of the evening in which the company provides complimentary cab rides to the event’s patrons to ensure they travel home safely and responsibly.
Malibu’s island roots
Malibu rum introduced its newest marketing campaign with the theme “Get Your Island On.” The campaign is inspired by the Purchase, N.Y.-based Pernod Ricard brand’s Caribbean heritage and urges consumers to bring the light-hearted spirit and energy of the islands to their daily lives. Television ads debuted late last month on Comedy Central, USA and Spike cable channels and additional radio and out-of-home ads will expand the campaign in the spring. Malibu will also promote its island nature in Canada, the United Kingdom, Ireland, the Netherlands and additional European markets in 2008.
All-natural diet soda alternative Zevia partnered with the Juvenile Diabetes Research Foundation Northwest for its year-long fundraising event. Made by Seattle-based Zevia LLC, the beverage is a carbonated stevia supplement that is calorie-free and does not affect blood sugar levels. The drink is “in synch” with the Juvenile Diabetes Foundation’s mission, according to Sarah Popelka, special events director of JDRF Northwest.
Athlete roster addition
Last year’s NBA Rookie of the Year, Brandon Roy of the Portland Trailblazers, has signed on with CytoSport, which makes Muscle Milk, Cytomax and Mighty Milk. Roy joins the company’s sponsored athlete roster alongside Adrian Peterson of the Minnesota Vikings and Shaquille O’Neal of the Miami Heat. The basketball star will appear in print advertisements for CytoSport’s Muscle Milk and Cytomax products.
Made in Florida
Florida’s Natural, Lake Wales, Fla., introduced a new marketing campaign to alert consumers that their brand is not made with any imported orange juice. The campaign by the co-op of citrus growers that produce Florida’s Natural features television advertisements that question why other premium orange juice brands would use imported juices when America produces such fresh fruit. Also included in the campaign are viral videos from Grower Dave’s blog, located on the Web site www.orangediaries.com , brainstorming the uses for imported oranges, which include pencil holders, earmuffs and tetherball.
Cointreau announced Dita Von Teese will act as the brand’s worldwide ambassador for the next two years. Von Teese, who draws her inspiration from burlesque performers and film stars of the 1930s and 1920s, embodies the brand’s “Be Cointreau-versial” signature, it says. To introduce Von Teese, Cointreau hosted an invitation-only event in New York City in November where she debuted a signature, Cointreau-branded performance with a one-of a kind costume.
Coffee of roses
Pasadena, Calif.-based Caffe D’Amore was selected as the Official Coffee of the Pasadena Tournament of Roses. The title, which is the second time a coffee brand has been named, will last for the next three years. Caffe D’Amore’s line of Bellagio coffee will be featured at every Tournament of Roses event at which coffee is served. The 2008 Tournament of Roses Parade features the theme “Passport to the World’s Celebrations” and was presided over by Grand Marshal Chef Emeril Lagasse.
Campari unveiled its 2008 Campari Tales Calendar featuring actress Eva Mendes. The ninth edition of the calendar was photographed by Marino Parisotto. The calendar features 12 fairytales starring Mendes, including characters such as Little Red Riding Hood and Cinderella. A limited-edition 9,999 copies of the Campari Tales Calendar will be printed and distributed internationally. Visit the Web site, www.camparitales.com , for more information.