A new voice for a bourbon brand
This month, Academy-award-winning-actor Matthew McConaughey began starring in Wild Turkey’s new global campaign, which reintroduces the world to the bourbon brand through a series of TV, print and digital ads. McConaughey also is serving as the brand’s creative director and is telling the story of Wild Turkey from behind the camera and in front of it, the company says. “Wild Turkey has the history and qualities of a brand that depicts the dedication of someone to do something their own way — even if that way isn’t always the most popular,” McConaughey said in a statement. “I want to help share their unique story, starting with a new ad campaign that I feel really captures the special essence of this brand while introducing itself like never before.” A short film on YouTube chronicles McConaughey’s visit to the Kentucky distillery as he explores what has made Wild Turkey a legend in the bourbon business.
In search of fine wine
California accounts for about 90 percent of the total U.S. wine production, according to the Wine Institute. Reveling in consumers’ fascination with both wine and celebrity, wine experts Nick Wise and Linda Sunshine take readers on a journey through the Golden State and the vineyards of the rich and famous, including Francis Ford Coppola, Kurt Russell, Yao Ming, Mike Ditka and more, in their second book “California Celebrity Vineyards.” The book features exclusive interviews and more than 250 color photographs of vineyards along the West Coast — from Napa to Los Olivos — as part of the authors’ two-year quest to find great wine and give readers a peak into the lives of the athletes, actors and artists who have all turned to the art of winemaking.
Travel in style
Heineken USA, in partnership with Tumi, kicked off the seventh year of its #Heineken100 initiative by releasing the first of three travel, business and lifestyle accessories. Heineken is partnering with the most innovative brands in the retail market to develop limited-edition, co-branded products that are seeded to 100 of the world’s most influential men, the companies say. The first release is a custom, Miami-inspired Tumi tote featuring signature Heineken-green detailing and superior functionality, it says. The second Tumi #Heineken100 product, curated for New Yorkers, will debut in September, while Amsterdam’s item will round out the 2016 initiative in October, it adds.
Beer with a cause
Green Flash Brewing Co. kicked off its sixth annual Treasure Chest beer release and event series Aug. 27 in San Diego. The program again included the release of Treasure Chest beer on draft and packaged in 22-ounce bottles available through November. Green Flash will host the third annual Treasure Chest Fest at its brewery on the East Coast in November, it says. “As a six-year breast cancer survivor, I am thrilled to see the Treasure Chest program grow every year,” Green Flash Co-Founder Lisa Hinkley said in a statement. “Thanks to the support of our consumers, we are proud to have raised over $220,000 dollars for our national and regional charity partners to date.”
Adding new talent
Muscle Milk signed a partnership with Noah Syndergaard, a pitcher with MLB’s New York Mets. Syndergaard, who uses the brand’s protein products, will be featured in marketing efforts throughout New York and the rest of the country, the company says. Muscle Milk will feature Syndergaard in marketing collateral at retail locations, in digital and social content, and through unique brand experiences for retail and distributor partners. “Noah is a unique young talent. His strength, drive and humble confidence are each consistent with our brand,” said Greg N. Longstreet, president and chief executive officer of CytoSport Inc., in a statement.
Tequila Avión announced the launch of its new brand platform, Yo/Elevado, which encourages seasoned and novice tequila connoisseurs alike to elevate their spirit choices and lives, the company says. Inspired by Avión’s birthplace and the drive of its founder, Yo/Elevado highlights the parallel between the literal and the figurative, it adds. The platform has been brought to life in its Tequila Elevado a un Arte campaign, which explores what happens when one stops worrying about time and efficiency and strives to elevate tequila to an art. The company engaged both Spanish- and English-language creative directors from the Opperman Weiss agency to create the campaign, which includes a mix of traditional media, digital and social media, as well as a short film. The campaign will run through 2016.
Saying ‘no’ to beer pressure
Stoli Vodka partnered with extreme sports athletes to debut a video series titled “Extreme Cocktailing.” In a recent survey conducted by the company, 74 percent of millennial men said that they enjoy flavored cocktails; however, 63 percent avoid drinking them for fear of scrutiny from their peers and instead choose beer. So, Stoli launched a four-episode video series on DrinkWhatYouWant.com and YouTube to show the 63 per-cent what they’re missing out on, it says. The series includes professional slackliner Spencer Seabrooke, champion bull rider Zach Miles, professional mountain biker Kyle Norbraten and world-renowned kayaker Benny Marr.
Make a TEAcision
This month, Snapple launched two new seasonal flavors — a Red Fruit tea flavor and a Blue Fruit tea flavor. The new teas are being backed by an integrated marketing campaign that taps into the 2016 Presidential election. Prior to the launch, Snapple visited cities hosting major political events to give fans a sneak peak of the new flavors, it says. Actor Michael Rapaport served as a break time correspondent and arrived at various stops in a wrapped Snapple “Break State Bus,” which was used as a base of operations for giveaways, blind taste tests and consumer debates about anything except politics, it adds. Digital creative supporting the new teas includes an interactive “create-a-campaign” break tool to generate a customized, patriotic campaign ad and an online “Can-Tea-Date” quiz, where consumers can see whether they lean Red Fruit Tea or Blue Fruit Tea, the company says.