Alcohol, non-alcohol brands launch summer marketing campaigns

Malibu kicks off Because Summer campaign, Big Red launches 100 days of BBQ promotion

Big Red 20oz — Big Red kicked off the summer with its 100 Days of BBQ promotion. (Image courtesy of Big Red)

Cocktail themed cards — Deckopedia Publishing released a new series of cocktail-themed cards. (Image courtesy of Deckopedia Publishing)

Tecate Light partnered with Chivas del Guadalajara to sponsor four of the club’s summer matches in the United States. (Image courtesy of Heineken USA)

Dos Equis Choose Interesting — Dos Equis announced its new Choose Interesting 360-degree campaign. (Image courtesy of Heineken USA)

POM American Ninja Warrior — POM Wonderful partnered with NBC-TV for the eighth season of “American Ninja Warrior.” (Image courtesy of The Wonderful Co.)

July 15, 2016

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100 days of summer

Big Red kicked off the summer grilling season with its 100 Days of BBQ promotion. Running through Labor Day, Sept. 5, Big Red is rewarding drinkers with barbecue-related prizes, including a grand prize, three-day trip to visit iconic barbecue joints in Austin, Texas, it adds. Other prizes include Weber Grills, YETI Coolers, grilling tool sets, barbecue seasonings and rubs, and T-shirts. Additionally, the brand will host an under-the-cap program with unique codes printed under caps and inside cardboard wraps of specially marked packages of Big Red, Big Red Zero, Big Blue and Big Red Vanilla Float. Big Red Vanilla Float is a limited-edition summertime flavor, and now is available in 20-ounce and 2-liter packages in select markets.

Crafting cocktails with style

Whether relaxing at home or celebrating a special occasion, a well-made cocktail always is in style. Deckopedia Publishing’s new series of cocktail-themed cards, which includes Mixology 101: The Art of Craft Cocktails; International Mixology; and Cheers! Just Because: A Collection of 50 Mood-Inspired Cocktail Recipes, raises a glass to the art and science of the modern mixed drink. Behind the bar is author Matt Seiter, a master mixologist, bartender and industry historian, who serves up advice for everyone from novices looking to set up their own home bar to advanced mixologists in search of exotic new recipes, the company says. Each deck of cards is 4.6 by 3 inches, and ensures a consumer’s shopping list is complete by simply bringing a card to the liquor store. Hosts also can lay a few cards on the counter, and guests can order the cocktail that best suits their mood, it adds.

Summer kickoff

Tecate Light partnered with Chivas del Guadalajara to sponsor four of its summer matches in the United States, which took place June 25 in Chicago, July 2 in Denver, and July 10 in Los Angeles. The final match will be July 31, also in Los Angeles. Tecate Light supported the program with national TV and radio advertising, in-store materials and a sweepstakes that gave consumers the chance to win tickets to Chivas matches and other Tecate-related prizes, the company says. “Tecate Light is on fire, growing 46 percent and outperforming the beer category and Mexican Import segment,” said Juan Carlos Montes, shopper marketing manager for Tecate, in a statement. “… Our Chivas soccer program brings to life messaging that reflects our fans’ bold lifestyle and connects with the traditions that surround their Chivas soccer viewing occasions.”

Are you interesting?

Dos Equis announced its 360-degree summer campaign, Choose Interesting. The campaign includes digital and social media support, a refreshed design and packaging, third-party shopping apps, new point-of-sale materials, and exclusive partnerships as well as sweepstakes and other offers. To get consumers involved online, Dos Equis launched the Dos Equis Interesting Index, a proprietary algorithm built for Facebook where consumers can see where they rank against everyone in the world. Throughout the campaign, the brand will reward fans who engage with the Index with hundreds of prizes, it says. Once consumers have received their ranking, they can improve their status by participating in activities, visiting local Dos Equis accounts and entering a sweepstakes, it adds.

Marketing like a ninja

NBC-TV and POM Wonderful have partnered for the eighth season of “American Ninja Warrior,” which premiered June 1. The second year of the partnership features POM branding integrated into each episode, including the POM Crazy Healthy Run of the Night and POM Post-Run Interviews, the company says. On-air spots promoting POM’s Crazy Healthy campaign run weekly during episodes, it adds. “The ongoing partnership between American Ninja Warrior and POM Wonderful allows POM to enter into the world of sports performance and reach athletes on the show and at home,” POM Wonderful President Dominic Engels said in a statement. Consumers also can enter the Train Like a Crazy Healthy Ninja sweepstakes through Sept. 12 for the chance win $10,000, a one-year supply of POM and a trip to Venice Beach, Calif., to train alongside the first American Ninja Warrior, Isaac Caldiero.

Celebrating summer

Malibu kicked off summer with its global campaign, Because Summer, which embodies the concept that anything is possible in the summertime and encourages consumers to be spontaneous, carefree and flow with the summer fun, the company says. The Malibu Rum Beach House will appear at eight festivals throughout the summer, and this year, the Beach House features a palm tree aerial selfie station and a VIP booth directly facing the main stage. To keep summer fun flowing all season long, Malibu will engage with consumers on social channels tied to the festival circuit and key summer moments, it says. Additionally, the brand is investing in key digital partnerships to resonate with its fans, including the launch of a customized Pandora multi-mix tape based on the festivals’ lineups and customer preference, it adds.