Coors Light promoted the Latin side of NFL football
by presenting Tazón Latino, which is the second
annual nationally televised flag football
game featuring former NFL players and Latino
celebrities. Tazón Latino aired on Telemundo on
Feb. 2 and included former NFL players Marcus
Allen, Rocket Ismail, Randall Cunningham,
Wayne Chebret, Eric Dickerson and Fuad Reveiz.
Joining the former football players were Latino
celebrities such as Carlos Ponce, Kat DaLuna and
Baby Bash. The game was presented in English
and Spanish, and complemented Coors Light's
bilingual Super Bowl packaging.
Convenience store chain 7-Eleven Inc., Dallas,
has launched a campaign to promote the freshness
of its coffee. The new 7-Eleven campaign
includes radio advertising, billboards, bus advertising
and posters at Long Island Railroad stations.
In addition, interior and exterior signs on
the retailer's more than 5,500 U.S. stores will
inform customers they can ask an employee to
brew a fresh pot on the spot. 7-Eleven also
emphasizes its coffee is made with beans ground
for each pot of coffee. Coffee is 7-Eleven's No. 1
proprietary beverage and is purchased by more
than half of its beverage-purchasing customers,
according to the retailer.
MARDI GRAS REVELRY
Heineken USA was on hand early last month for
the annual Mardi Gras festivities in New
Orleans. Heineken USA's Don Blaustein, president
and chief executive officer, attended the
Coronation Ball of the Zulu Social Aid and
Pleasure Club, where he coronated King and
Queen Zulu 2008. As part of the coronation, the
husband and wife team of Frank and Joycelyn
Boutte were presented by Blaustein with the
Zulu Coconut, making them King and Queen
Zulu. In addition, Heineken was the official beer
sponsor of the Lundi Parade at Woldenberg
Riverfront Park on Feb. 4.
SHOW OFF YOUR CANS
Boo Koo Beverages Inc. launched the "Show Us
Your Cans" promotion to support two of its
largest distributors, Coca-Cola Bottling Co.
Consolidated and Coca-Cola Bottling Co. United.
The promotion was held in eight major markets
in North Carolina, South Carolina, Tennessee,
Georgia and Alabama. At major local events, consumers
were encouraged to show off their Boo
Koo cans, costumes and regalia for a chance to
win prizes, including a grand prize of $1 million.
Boo Koo spotters randomly selected individuals,
who had the chance to choose from 100 envelopes
and received the prize indicated in the envelope,
which may have been $1 million or other prizes
such as Boo Koo skateboards, BMX bikes, iPod
Nanos or cases of Boo Koo energy drink.
E&J Gallo Winery and the National Football
League once again came together for the Taste
of the NFL party. Held on the eve of the Super
Bowl, the party raised money for hunger-related
charities while serving food complemented
by Gallo's portfolio of wines. At the event,
thousands of guests came together for dinner
and the opportunity to meet with NFL superstars,
take part in a silent auction and enjoy
live entertainment. Additionally, the winery
sold its Taste of the NFL Restaurant Guide,
which features a city-by-city guide to restaurants,
recipes, biographies of chefs and players.
This year, E&J Gallo Winery donated more
than $90,000 to hunger-related charities
through the program.
Jose Cuervo tapped three-time
World Cup participant Alberto
Garcia Aspe to launch its new
campaign boasting Mexican
pride. The campaign and partnership
with soccer player Aspe
underscores Cuervo Tradicional's
role as the official sponsor of the
Mexican National Soccer Team in
the United States. The passion for
soccer and Mexican identity is at
the forefront of Cuervo
Tradicional's campaign, which is
identified with the statement
"Mexico, You Always Have It
On." The integrated marketing
campaign also emphasizes social
responsibility and debuted last
month during the USA vs. Mexico
soccer game in Houston.
The Milk Rocks! campaign has teamed with country
artist Racal Flatts for the "Be a Milk Rockstar"
contest. Beginning next month, fans can register
on the Web site milkrocks.com to pick one of five
Rascal Flatts songs and upload their own
karaoke-style video of the tune, which will be
voted on by the Milk Rocks! online community.
The winner receives the grand prize of a VIP concert
experience featuring a private meet-and-greet
with the band in a Gibson Guitar tour bus parked
backstage where they also will host a concert
Webcast. In addition, the contest's winner scores a
meeting with a representative from Lyric Street
The PepsiCo Foundation has made a grant to
the Earth Institute at Columbia University
and formed a partnership with the H2O
Africa foundation. Both initiatives are part
of PepsiCo's ongoing commitment to drive
sustainable water practices to help achieve
the Millennium Development Goals proposed
by the United Nations. PepsiCo's partnership
with the Earth Institute, which is
dedicated to global sustainable development,
will identify a series of high-impact, community-
based activities and practical solutions
across water, agriculture and climate. The
effort is particularly focused on improving
water access, increasing water productivity
and recommending innovative methods for
increasing crops for water usage.
Additionally, PepsiCo will donate $2.5 million
to H2O Africa, a charitable organization
that involves on-the-ground clean water
projects in Niger, Mali, Senegal and other
African countries, and was founded by actor
Mix1 Beverage Co., Boulder, Colo., announced
its sponsorship of Eldora Mountain Ski and
Snowboard Club. The club is a Boulder-based
not-for-profit organization that aims to provide
training for youths ages 6 to 18 years old who
have a passion for skiing. The club relies on
volunteers' small donations and sponsors to
operate. Additionally, Mix1 is sponsoring Sarah
Smith, who is one of the club's top athletes and
was ranked the second-fastest female athlete in
the Rocky Mountain region at a recent regional
U.S. Ski Team Camp. The company also
announced the renewal of its sponsorship of
the Boulder Velo Racing team, which is a
Masters men's cycling road racing team.
Beverage Industry’s November issue highlights the 100-year advocacy of the American Beverage Association and what’s next for CEO Katherine Lugar and a new plastics initiative, Every Bottle Back. This issue includes a special report on craft beer, an Up Close With feature on PRESS hard cider and what is sparking innovation in natural colors. Read more about how protein is powering up beverages and how warehouses are using WMS and WCS systems to streamline operations. As usual, the latest trends in new products, packaging and ingredients are highlighted.
Check back throughout the month for additional content.