Beverage brands prepare for summer with new campaigns, launches
Harvest Soul launches chewable juices
Jägermeister announced that it has partnered with Live Nation to participate in an integrated Electronic Dance Music program this summer. The brand will appear in a custom-built, festival-driven activation as the official liqueur sponsor of six shows and will offer craft cocktails, DJ performances, an elevated deck and more, it says. Throughout the season, it will unlock exclusive program content and reveal secret on-site experiences to fans through brand- and festival-related social channels. The companies also will produce a 12-segment video series called The Art of the Craft, which they will release coinciding with the various festivals. “Consumers attending these six dance music festivals will be able to experience Jägermeister like never before by discovering its heritage and quality through a fully immersive, multi-sensory environment,” said Marcus Thieme, chief marketing officer at Sidney Frank Importing Co. Inc., in a statement.
Sparkling Ice announced a series of 2016 initiatives as part of a continued campaign with brand ambassador and partner NBA star Kevin Durant. The initiatives include a “Shoot to Win” interactive digital game with Durant, which fans are invited to play at in-store point-of-sale displays, on mobile or online for a chance to win exclusive Durant-signed memorabilia, Sparkling Ice gear and more. Contestants will be able to play once a day to win prizes and all players will win a Sparkling Ice coupon as a consolation prize for playing the game.
Pepsi announced its 2016 Pepsi team, which will unite international talent from top football (known as soccer in the United States) clubs and spark excitement throughout the year with a new, integrated global campaign: the Pepsi Blue Card. The Pepsi team will be featured in a variety of integrated campaign elements, anchored by a global TV commercial, the company says. “The Pepsi Blue Card was created to stop boredom in its tracks and unleash unexpected moments of fun,” said Carla Hassan, senior vice president of global brand management at PepsiCo Global Beverage Group, in a statement. “While the traditional red or yellow card might stop play, the Pepsi Blue Card signals that things are about to get exciting, which is a perfect kick-start to the year for our iconic brand.” The integrated effort includes a free app available for download on Apple and Android devices, as well as digital and social content, and more.
A noble pursuit
Constellation Brands Inc. announced it will relaunch its ultra-premium Casa Noble tequila in the company’s biggest marketing investment to date. The Noble Pursuit campaign celebrates the brand’s history of tequila makers, dedication to quality and passion for crafting tequila, the company says. The campaign will be supported by new primary and secondary packaging (available this spring), digital and social media advertising, an updated website, and enhanced point-of-sale materials. Constellation also is executing cross-promotional opportunities with its Mexican beer brands. “We see tremendous potential to accelerate the growth of Casa Noble as more consumers become aware of the brand. And based on consumer trends and purchasing behavior, we see significant opportunities to leverage synergies with our high-end Mexican beer portfolio,” said Jim Sabia, chief marketing officer of Constellation Brands Beer Division, in a statement.
Dos Equis announced a fully comprehensive, 360-degree campaign that aims to give consumers everything they need for the best Cinco de Mayo celebration, it says. The campaign, which runs through May 5, will encourage consumers to celebrate with Dos Equis and enter for a chance to win items from the Most Interesting Man’s collection of possessions with national TV advertising, media partnerships, limited-edition packaging, social media support and a national sweepstakes. The brand also partnered with Evite, Google Search, Ibotta and Drizly to deliver targeted content and offers, it adds.
Getting crafty with cider, not beer
Although millennial men are more likely than the average U.S. adult to say “cheers” to craft beer, millennial women are more likely than the average adult to toast to hard cider. Craft brewers looking to attract millennial women might succeed by treating hard cider as an entry point to craft beer to introduce women to brews that share certain characteristics with cider, such as sour or sweet flavors and lighter bodies, according to a survey from GfK Consumer Life. Millennial women cider drinkers are more likely than the average millennial woman to live in high-income households, be health-conscious foodies and care about the environment, but also are less likely to be swayed by advertising. GfK data on select brands of craft beer and hard cider shows that 16 percent of adults aged 21 and older consumed craft beer in the past six months, 8 percent drank hard cider and 31 percent drank wine.
Juicing it up
Chewing can be essential to good digestion because it releases much-needed enzymes that help the body absorb more vitamins and nutrients, according to Harvest Soul. As such, the company recently released chewable, blended juices that combine easy-to-chew bits of nuts, seeds and berries, with juices from leafy greens and antioxidant-rich fruits and vegetables, the company says. The blended juices are packed with superfoods and retain their fiber and protein to support a healthy lifestyle, it adds. The juices also contain no added sugar or preservatives and are certified organic and non-GMO. Packaged in BPA-free bottles, Chewable Juices are available online, at Whole Foods Markets and other select retailers.
A frosty beer in frosty “glass”
After watching his staff break pint glass after pint glass, restaurateur Quinn O’Sullivan tried and failed to find a high-quality, unbreakable drinkware solution that looked and felt like traditional glass. O’Sullivan enlisted the help of Paul Fenelon, and together they created PubWARE. The first line of products from Nashville-based symGLASS, PubWARE’s single-wall construction offers insulation benefits, doesn’t cloud, crack, haze or discolor, and keeps drinks colder or hotter longer, the company says. Made using a new proprietary molding process, PubWARE glasses are available in 12-ounce pint, 20-ounce pub, 12-ounce stemless wine and 10-ounce old-fashioned varieties. Designed for commercial and residential use, the glasses are available online.