Beverage brands offer new video campaigns
Major League Baseball teams offer their own red wines
“You can’t have tea without Mr. T, fool”
The Coca-Cola Co.’s Fuze brand is putting an end to the “jibber jabber” and launching a campaign designed to introduce people to its line of bold, flavor-charged iced teas. The brand enlisted actor, one-time professional wrestler and bodyguard-to-the-stars, Mr. T, to be the new face of Fuze. The cornerstone of the campaign is an all-new 30-second spot, “Butterflyz,” which debuted in late June. The spot features a “butterfly,” played by Mr. T, floating above a park bench. He talks to a woman sipping a bottle of Fuze and reinforces the drink’s bold taste as dozens of look-alike Mr. T butterflies gather around her. Additionally, the fully-integrated campaign includes a variety of social content, out-of-home ads, experiential sampling stops and retail activations throughout the summer.
Vermont Hard Cider Co. launched its first advertising campaign for the Woodchuck Cider brand — “Why Woodchuck?” to showcase Woodchuck’s unique position as America’s original hard cider. The campaign, developed in partnership with creative agency Smartfish Group, includes digital video with two spots, “Promise” and “Time Travel” that launched simultaneously. The campaign also includes digital banners, terrestrial radio and digital audio. It will start testing in markets across the United States this summer including Austin, Texas; Phoenix; Denver; Minneapolis; Kansas City, Mo.; and Hartford, Conn.
Next month Budweiser Made in America, a Jay Z curated two-day music festival, will return to Philadelphia for a fourth season. The concert will benefit United Ways in greater Philadelphia, southern New Jersey and Lancaster County, Pa. As a result of last year’s festival, United Way of Greater Philadelphia and Southern New Jersey is investing more than $300,000 into education and talent development initiatives. The festival also enabled United Way of Lancaster County to invest an additional $100,000 in programs and services in education, financial stability and health. This year’s festival will include performances from Beyoncé, J. Cole and Modest Mouse among many others.
Live a little
Ole Smoky Tennessee Moonshine announced its brand new, first-ever marketing campaign. The brand, which opened its first distillery five years ago, is ready to elevate the moonshine category as the challenger-to-beat in the traditional liquor landscape, it says. Ole Smoky Moonshine’s new campaign will spotlight Ole Smoky as a unique alternative to the average bar offering and will introduce a new instigator persona and slogan, C’mon Live a Little. It launched at the end of June on social media and continues to spread the message with print, on-premise, off-premise, outdoor and more.
When the moon rises
This summer, Dos Equis is encouraging fans ages 21 and older to see the rise of the moon as the cue to turn casual gatherings into extraordinary celebrations. Dos Equis’ Luna Rising campaign taps into the energy of the moon and evening drinking occasions proving that “as the moon rises, so do the possibilities.” With the program launch, Dos Equis gave eight eligible fans a chance to win an all-expense paid trip for two to the Luna Rising full moon party Aug. 29 in San Diego. The Luna Rising campaign also features a radio spot as well as a new “Most Interesting Man in the World” commercial airing throughout the summer.
Cup of coffee anyone?
A new study released in July from Chicago-based Infogroup found that U.S. cities with the highest concentration of coffee shops also are likely to be home to businesses that have adopted eco-friendly practices. Western cities have the highest concentration of coffee shops, making up eight of the top 10 cities, six of those 10 are in the state of Washington, the study adds. The top 10 coffee-drinking cities in the United States are:
1) Santa Monica, Calif.;
2) Redmond, Wash.;
3) Everett, Wash;
4) Medord, Ore.;
5) Vancouver, Wash.;
6) Sarasota, Fla.;
8) Auburn, Wash.;
10) Bellingham, Wash.
Scratch & sniff
Whiskey fever is sweeping the nation. “The Essential Scratch & Sniff Guide to Becoming a Whiskey Know-It-All,” a humorous new book by New York Times best-selling author Richard Betts, is designed to debunk some of the mystery surrounding the whiskey market. The book is a follow-up to his popular “The Essential Scratch & Sniff Guide to Becoming a Wine Expert.” Due out in October, the 20-page book invites readers to cool their “brown-sweat” anxieties while reassuring readers that whiskey is just distilled beer and, through a nasal romp, helps readers figure out which kinds they’ll love best. Humorous illustrations and scratch-and-sniff scents (vanilla, sandalwood, grass, and more) help would-be connoisseurs learn their personal preferences. The book also includes a pull-out poster detailing the flavors and characteristics of 279 specific brands.
Baseball, hotdogs and wine?
Peanuts, beer and hot dogs long ago solidified their places in baseball culture. The Baltimore Orioles, along with Major League Baseball, are adding red wine to the list. The wine is described as a richly textured cabernet with ripe berry aromas sourced from Sweetwater and Alta Loma, two notable vineyards in California’s Central Coast, according to a report in the Baltimore Sun. On MLB.com, baseball clubs are highlighting team-branded wines. Baltimore fans can purchase a three-pack of Orioles Club Series 2013 Central Coast Cabernet Sauvignon by wine company Plata Wine Partners for $59.99. Currently, MLB.com has 19 of the 30 teams with wines. In the American League East, the Boston Red Sox and New York Yankees offer multiple types of wine, while the Orioles have one.