Holiday promotions drive marketing strategy
Heineken USA, Stella Artois utilize the holidays and celebrity marketing
You had to be a HOTSHOT!
Following an appearance on ABC’s “Shark Tank” and with support from local investors, entrepreneur Danny Grossfeld launched HOTSHOT, an innovation that makes hot, ready-to-drink (RTD) coffee. While on a trip to Japan, Grossfeld was introduced to the concept of hot coffee in cans and subsequently launched a Kickstarter campaign to bring a version of the Japanese product to U.S. consumers, which caught the eye of Shark Tank producers. “Gearing up for my ‘Shark Tank’ appearance was one of the most stressful times of my life,” Grossfeld said in a statement. “But the experience was also invaluable as I had to anticipate the Sharks’ questions and make sure my business plan was flawless.” The 100-percent Arabica coffee grown in Sumatra is available in four flavors: Espresso, Caramel, Vanilla Frappe and Hot Chocolate. HOTSHOT is served in aluminum cans that are warmed to 140 degrees Fahrenheit by a custom-designed HOT “fridge.” The brand is planning to add more flavors to the lineup.
Bonne O, the first carbonation system without a CO2 tank, carbonates a wide variety of beverages, including water, tea, wine, spirits and soda and also can be used with fruit and herbs to make recipes sparkle. Because the product doesn’t have a CO2 tank, it is eco-friendly and sustainable, the company says. Naturally flavored with no artificial sweeteners, colors or added preservatives, Bonnie O syrups are available in six flavors: Lemon, Orange, Pomegranate, Ginger, Cola and Root Beer. Bonnie O retails nationwide and online at Bed, Bath & Beyond, Williams-Sonoma and Bloomingdales for $149.99 and includes three CO2 refills.
Lighting up the holidays
Heineken USA invited consumers to Light Up Your Holidays with a fully-integrated, seasonal program giving shoppers a chance to choose the green and red Heineken pack for their holiday celebrations. The promotion included strategic digital partnerships with Yieldbot, Evite and Groupon Snap, a sweepstakes and a three-way partnership between Heineken USA, Pernod Ricard USA and Dr Pepper Snapple Group “to create a total shopper solution opportunity bringing together upscale beer, leading spirits, sparkling wine and mixers, perfect for consumers looking to serve the best at their holiday celebrations,” the company said in a statement. The partnership connected initiatives from all three companies and leveraged their multichannel distribution networks. The campaign was further supported by cross-merchandising, instant redeemable coupons, mail-in-rebate offers (where legal) and a national sweepstakes where consumers entered to win a trip for four to New York City for the 2016 Rockefeller Center tree-lighting experience.
Nespresso announced that George Clooney — actor, screenwriter, producer, director and activist — has extended his relationship with the brand by becoming its new U.S. brand ambassador. Experience A Cup Above, a new, integrated marketing campaign, now features Clooney in TV, print and digital advertisements, as well as in a web film partnership, on social media and a dedicated microsite. The campaign, which also launched in Canada, includes 30- and 60-second TV ads featuring Clooney dressed in a war general’s costume lined up in a movie studio commissary for coffee when he meets actor Danny DeVito wearing a Napoleon costume. Clooney introduces DeVito to Nespresso, and through their entertaining and comedic interplay, Clooney and DeVito demonstrate how everyone can “experience a cup above,” the company says.
Stella Artois is inspiring consumers to “Give Beautifully” by filling the season with star-filled experiences, inspired gift ideas and one-of-kind celebrations. To help consumers give, Stella Artois is working with the eCommerce site Gilt to curate a gift guide and shopping experience for fans online. Through gilt.com/stellaartois, consumers can choose from an assortment of giftable designer items, including the brand’s limited-edition Holiday Chalice.
Wine’s new pairing
Turner Classic Movies (TCM) announced a new venture curating originally produced wines inspired by classic films as well as other varietals from renowned vineyards around the globe with the convenience of home delivery — the TCM Wine Club. TCM partnered with Direct Wines, specialists in direct-to-consumer wine partnerships, as well as Wines That Rock, a pop culture wine company, to create a club for film buffs and wine enthusiasts alike. As part of the inaugural offer, new members received 15 special bottles including the first-ever release of Cafe Zoetrope, a custom-crafted red from the Francis Ford Coppola Winery. Members also will receive wines in a series of single-varietal wines, specifically curated for TCM Wine Club members. Each quarter thereafter, members receive 12 bottles, including movie-themed wines hand-picked by TCM Wine Club experts. Cases will be accompanied by detailed background notes on each wine and suggested movie pairings.
Sharing something special
After successfully bringing back its original look in 2014, Miller Lite made its beer available in the original Steinie bottle for a limited time this holiday season. The 12-ounce Steinie bottle will connect generations of beer drinkers as they gather to enjoy Miller Lite the same way it was served 40 years ago, the company says. “Bringing back the original Steinie bottle allows us to share an important part of our history,” said Greg Butler, Miller Lite senior director, in a statement. “This time of year is about connecting with friends and family, and those moments deserve something special. The Steinie bottle allows us to deliver our great beer in a special package that is perfect for these occasions.” The original Steinie bottles are available while supplies last. To support the launch, the classic bottles have been featured in a national TV, print and online advertising campaign as well as on billboards across the country.
Choose your prize
Last month, Celsius hosted its “Turn Up With Celsius” social media contest by asking fans to share their reactions to drinking Celsius in an original short video for a chance to win one of more than 150 prizes. To enter the contest, participants recorded user-generated videos that showed their feelings after drinking Celsius, the company says. Entrants uploaded their videos to Instagram, Facebook, Vine and/or YouTube with the hashtag #TurnUpWithCelsius and the @CelsiusOfficial tag, and then submitted the URLs on the contest website. Three winners received a three-day, two-night stay on the six-star, 170-foot Celsius Yacht for two, including round-trip airfare.