Stella Artois, Shock Top host marketing events
Beer brands invite consumers to celebrate summer
A camping state of mind
Shock Top, in partnership with Camp No Counselors, is inviting legal-drinking-age adults to text or upload photos of how they Live Life Unfiltered for a chance to win a weekend camp getaway at three scenic locations: Aug. 25-28 in Kerryville, Texas; Sept. 15-18 in Lake Wales, Fla.; and Sept. 20-Oct. 2 in Valencia, Calif. Campers will stay in cabins and have access to fun camp-like activities, including archery, a ropes course, water trampoline jumping, beach volleyball, tie-dying clothing, a slip 'n slide, cabin "color wars" and evening merriment, the company says. In addition to chef-prepared gourmet food, guests can enjoy campfires, talent shows and parties that go late into the night. “Shock Top is all about living life unfiltered, embracing real talk and experiences without pretension or labels, and Camp Shock Top brings this experience to life for people like never before,” said Jake Kirsch, vice president of Shock Top, in a statement. One thousand adults will be selected, it adds.
A (custom) kick out of you!
Custom sneaker artist Dan “Mache” Gamache, of Mache Custom Kicks, designed a bold and unique custom sneaker in partnership with Brisk that was inspired by John Juan, the Brisk character featured on the Pineapple Passionfruit packaging, the company says. “At Brisk, we are driven by creativity and self-expression, and Mache’s passion for art and sneakers lives up to that bold and unique attitude,” said Jayanthi Raja Segaran, director of marketing for Brisk Iced Tea, in a statement. Only a few pairs of the limited-edition sneakers will be created; they will not be available for purchased. Fans can win them by entering one of two sweepstakes separately hosted by UPROXX and Nice Kicks. Mache and John Juan also teamed up to bring fans a making-of video detailing the creative process behind the sneakers.
Bacardi released new wooden sunglasses made from recycled oak rum barrels, encouraging consumers to its Casa Bacardi Visitor Center in Puerto Rico and around the world to see sustainability in a new light, the company says. The recycled wood sunglasses also give new meaning to Bacardi’s vision for the future by mirroring the spirit company’s rich history and meticulous care in making some of the world’s most sought-after brands with its Good Spirited sustainability initiative at its core, it adds. “With sights set on seeing a net-zero impact, the company’s eco-friendly, reclaimed-wood eyewear innovations metaphorically promote our eco-focus and allow clients to take a new, ‘greener’ view with wearable, sustainable art that actually protects their eyes,” said Maggie Matias, managing director for the Bacardi Visitor Center, in a statement. Certified craftsmen from RAW Eyewear manually assembled, sanded and finished four pairs of the wooden-framed sunglasses, which feature a carved Bacardi bat logo at the temple and Italian polarized lenses in cobalt blue and sunrise orange.
Nostalgic for the ’90s
Inspired by overwhelming fan demand, Pepsi relaunched Crystal Pepsi — the iconic ’90s clear cola — for a limited time this summer. To kick off the Summer of Crystal Pepsi, the brand launched "The Crystal Pepsi Trail" online, a take on the ’90s computer game “The Oregon Trail.” “We've always had a special place in our heart for Crystal Pepsi, and there has been a huge groundswell of support to bring it back,” said Stacy Taffet, senior director of marketing at Pepsi, in a statement. “What better way to celebrate this iconic ’90s cola than to introduce a new take on one of the most beloved games of the decade; totally rad.”
In a summer-long campaign Stella Artois is inspiring consumers to Host One to Remember, honoring the brand’s legacy of unforgettable and timeless hosting moments, and showcasing the future of entertaining, it says. Launching the campaign was an exclusive event in New York City immersing guests in the day-and-age that inspired the beer. Additionally, the brand partnered with several digital companies to offer consumers Stella Artois at their fingertips this summer. OpenTable members can receive surprises when they make a reservation at participating restaurants; Cinematique, a touchable digital video platform, allows consumers to share and buy anything they see from a series of co-curated videos; and Stella Artois Chalices are selling on Amazon in one-, two-, four- and six-packs. Closing the campaign, the brand is hosting “Le Savoir,” a multi-sensorial culinary event in Montreal, New York City and Buenos Aires using time as a metaphor and Stella Artois as the muse, it says. The events are taking place Aug. 17-22.
Sparkling salute to veterans
Talking Rain Beverage Co.’s Sparkling Ice brand announced its involvement with the Honor Flight Network (HFN), a nonprofit organization that honors American veterans by bringing them to Washington, D.C., to visit various war memorials. As part of its Celebrate America summer initiative, for every Sparkling Ice Celebrate America-themed "WOW" display unit built in stores from May 15 to July 15, the company donated $25 to the HFN. The donations are specifically supporting the Puget Sound Honor Flight, which will escort veterans of World War II, the Korean War and their guardians on Oct. 15, the company says. "Having spent nearly five years serving with the U.S. Navy, the Honor Flight Network is an organization close to my heart," said Chris Hall, vice president of sales, in a statement. "It was important to me that we inspire and motivate our team while giving back to our veterans.”
Santa Margherita is sharing its passion for crafting premium, sustainable wines while celebrating summertime outdoor entertaining in its She Shed campaign. In partnership with artist and design blogger Justina Blakeney, the She Shed program is a design project crowdsourced on Santa Margherita's Facebook, which provides summer entertaining inspiration and offers an opportunity to be part of the consumer-generated, sustainably built shed. Consumers have the opportunity to vote on décor items for the chance to win Santa Margherita-inspired gift baskets and one $5,000 grand prize to create a dream outdoor entertaining area. The campaign will end with a She Shed unveiling event at Mar Vista Art Department on Aug. 24 in Los Angeles. "The launch of our She Shed campaign allows consumers a glimpse into the brand's principal values of provenance, character, and craftsmanship, and to connect with those values that enrich our consumers' own stories,” said Mark Lyle, vice president of marketing for Santa Margherita USA Inc., in a statement.
Salute to the king
Celebrating LeBron James (also known as King James) and the Cleveland Cavaliers’ 2016 NBA title, Sprite launched # DapTheKing, a social media campaign, it says. Inspired by handshakes shared between James and his teammates, consumers nationwide were invited to perform their own handshakes to commemorate the historic win. Consumers could record videos of themselves performing celebratory James-style handshakes and post them on social media using the hashtag #DapTheKing and tagging @Sprite. Additionally, Sprite is celebrating the victory with the release of a limited-edition 16-ounce can, it says. The commemorative Sprite can, featuring a bold yellow-on-green illustration of James, was launched at retailers in Ohio and available while supplies last.