Collector's edition items help consumers connect with brands
Pabst Brewery releases limited-edition King Gambrinus bobbleheads
Healthy beer applications
Boca Raton, Fla.-based Maui Spa and Wellness Center hired Insider Media Management to help spread the concept that the same ingredients that make beer taste good also are beneficial for the body. The beer-inspired spa services will include the use of ingredients such as barley, hops and yeast as a patron is placed in a copper tub and wrapped in beer-themed wraps and given a facial scrub. The advertising campaign will focus on the spa’s commitment to providing such services because of the proven medicinal and cosmetic benefits of the ingredients, the company says. The ingredients are expected to help nourish skin, hair and nails while helping to provide relief from chronic arthritis, respiratory disease and even headaches, it adds.
The psychology of color
The British online journal “Flavour” published a study that determined that the color and type of a coffee mug can influence the taste and appreciation of the beverage inside. George H. Van Doorn and Dianne Wuillemin of the School of Health Sciences and Psychology at the Federation University Australia in Churchill, Victoria, along with Charles Spence of the Department of Experimental Psychology at the University of Oxford in Oxford, U.K., authored the study. The team studied consumers’ perception of a café latte and how it might be influenced by the color of the mug. The group determined that a white mug enhanced the rated intensity of the coffee flavor relative to the transparent cup. Additionally, the beverage served in a white mug was less sweet than a transparent or blue mug. To view the study, visit flavourjournal.com.
Give a nod to the King
The National Bobblehead Hall of Fame and Museum and the Best Place at the Historic Pabst Brewery in Milwaukee unveiled the limited-edition, individually numbered King Gambrinus bobbleheads. Only 500 of the bobbleheads depicting the iconic statue with origins dating back to 1857 will be produced. According to Jim Haertel of Best Place, “He’s not a real person but rather the fictitious legendary King of Beer. Something as important as beer should have a king.” The majority of King Gambrinus bobblehads will be available exclusively at Best Place at the Historic Pabst Brewery, but a limited number will be made available to National Bobblehead Hall of Fame and Museum members. Those interested in purchasing the bobbleheads should visit the National Bobblehead Hall of Fame and Museum website to receive priority to purchase the bobblehead.
Anheuser-Busch is getting involved in the alcohol home-delivery business with the test launch of its new Bud Light Button beer delivery app. The Android app allows legal-drinking-age consumers in the Washington, D.C., test market to order one to 100 cases of Bud Light for at-home delivery within an hour with the touch of a button. However, some consumers will receive more than just their beer orders. In line with Bud Light’s “Up for Whatever” motto, some users will be treated to Bud Light-branded gear and even over-the-top experiences, like the brand sending a DJ to the user’s gathering. The brand plans to expand the platform to Apple devices.
Ready for a Reboot
In an effort to help consumers refresh their digestive systems for the new year, GoodBelly probiotic drinks brand launched the “12 Day Belly Reboot” interactive tool. The program encourages consumers to drink GoodBelly for 12 consecutive days and monitor how they are feeling by using the Belly Reboot tracking calendar. Users also will receive daily text or email updates complete with product coupons, recipes and details about what’s happening in their bellies along the way. In this way, consumers can learn more about probiotic health to help them kickstart a healthy lifestyle, the company says.
Noelani Beverage Co. took to illustrations to tell the story of coconut water and its benefits. “The Amazing Untold Story of Noelani Coconut Water” comic book tells the story of Founder Ed Hartz’s journey around the world to learn more about coconut water and its benefits. After his learning experience, Ed the comic book character works with Captain Coconut to spread the word about Noelani coconut water to industry professionals, beauty media, athletes, doctors and nurses, and consumers in general. The company plans to sell the comic books for a suggested retail price of $1.50 each alongside its coconut water products. Additional issues have been planned, which will discuss the benefits of nut milks and other plant-based waters.
Ready for game time
Heineken USA kept its fans ready for football action all playoff season long with its “What’s Your Play?” campaign. To kick off the campaign, the beer company challenged consumers of legal drinking age to follow @WhatsYourPlay on Twitter and answer the questions posted by the handle every 20 minutes. By answering correctly, consumers could win a range of Heineken-, Dos Equis- and Strongbow-branded prizes. All participating consumers automatically received a bounce-back tweet with a mail-in rebate or instant-redeemable coupon, where legal, to help drive store sales. In the stores, Heineken USA created displays with 6- and 10-case stackers; expandable pole-toppers; point-of-sale displays; and channel-specific cross-merchandising offers, where legal, on occasion-relevant items.
Dew goes for a ‘Cruise’
PepisCo is taking its Mountain Dew brand and new music partner on the road this year. Mountain Dew signed Florida Georgia Line’s Tyler Hubbard and Brian Kelley as the newest members of Dew Nation. The CSD brand also will serve as the sponsor for the country band’s 2015 “Anything Goes” tour. “Pushing conventional boundaries and instigating cultural shifts is something that has always been core to Mountain Dew,” said Greg Lyons, vice president of marketing for Mountain Dew, in a statement. “Florida Georgia Line’s unique sound has progressed country music and transcended traditional country music audiences since first hitting the scene. We are looking forward to being on the ‘Anything Goes’ tour with the duo and to continuing to share their talent with Dew Nation.”