Beverage brands launch football themed marketing campaigns
Blue Moon celebrates 21st birthday with year-long marketing campaign
That’s a ‘smart’ drink
Bacardi Ltd. announced the release of Smart Cube technology from Martini. The traditional ice cube-shaped device can be added to a drink with regular ice cubes. As the drink is consumed, the Martini Smart Cube uses Bluetooth technology to anticipate when a drink is finished and communicates with the bar in real-time, the company says. Staff then can prepare drinks in advance so that consumers don’t have to wait. To encourage responsible drinking, the Smart Cube also keeps track of the number of drinks consumed, it adds. Created by Martini, a vermouth and sparkling wine brand, and its agency partner AMV BBDO, the Martini Smart Cube features advanced design software, and the final product cases are injection-molded in food-safe resin. While providing its real-time ordering technology, the device also functions as a traditional ice cube through the use of Aerogel, a technology created by NASA that keeps the temperature of the cube cool and allows it to stay buoyant.
A centennial celebration
In celebration of its 100th anniversary, New England Coffee launched a year-long Extraordinary People campaign featuring a New England Coffee “Mug Mobile” that is traveling throughout New England to visit restaurants, coffee shops and community locations (fire/police stations) to thank customers with celebratory gifts. Additionally, the hashtag #YouAreExtraordinary campaign includes radio, digital, social media and print advertising; a newly designed website; a special Centennial Reserve coffee; a commemorative coffee table book; and a short film that chronicles the company’s history and culture. “We are very excited to be marking our centennial year by celebrating the people who got us here,” said Michael Morse, vice president of marketing, Reily Foods Co., in a statement. “Our dedicated employees and the hardworking people who serve and drink our coffee in big cities and small towns are the reason we’ve prospered for 100 years.”
Cash back using an app
BevRAGE unveiled a mobile application that delivers instant cash-back rebates to consumers purchasing beer, wine and liquor in bars, restaurants and retail stores. The average rebate is more than $4 on a drink at bars and restaurants, while consumers can save more than $3.50 on each purchase of wine, beer and spirits at retail locations, the company says. Using the bevRAGE app, consumers can identify a deal, purchase that item, take a photo of their receipt and have the savings delivered to their PayPal account within 48 hours, it says.
Guess who’s back?
Dr Pepper and Larry Culpepper, the brand’s popular concessionaire who made his debut in 2014, are hitting the road again this college football season in the brand’s newest campaign: the Dr Pepper 2016 College Football Road Show. Hosting tailgates at games across the country, Culpepper is connecting with college fans in the Tailgate 2000, a custom-made RV, which is equipped with a retro-style TV, coolers for Dr Pepper, pigskin seats and a mural of Culpepper himself, the company says. This year, the campaign is supported by national TV, print, radio and billboard ads, along with digital content, it adds. “Larry Culpepper has resonated in such an astounding way among Dr Pepper and college football fans, and he’s built up quite the loyal following,” said Jaxie Alt, senior vice president of marketing at Dr Pepper, in a statement. “College football fans often share their tailgate experience while enjoying an ice-cold Dr Pepper, which is why we’re giving Larry the opportunity to share Dr Pepper with all his friends across the nation.”
As Blue Moon celebrates its 21st birthday, it has been bringing together like-minded creators with new advertising and events occurring throughout the year in its Something’s Brewing campaign. The collaboration explores and embraces the creative process across several artistic forms, the company says. Launching at various times throughout the year, the TV ads focus on how various visionaries manifest their creative spirit to bring forward celebrated works, it adds. The first ad featured founder and head brewmaster Keith Villa. Additional ads feature indie-rock band Family of the Year and Los Angeles chef Roy Choi.
It’s your world
Just in time for the fall outdoor season, Mello Yello brought back the camouflage designs of Georgia-based Realtree on its packaging. On shelves nationwide through December, Mello Yello Realtree packages feature 12 natural colors in a 3-D pattern that help it blend into a variety of fall and winter habitats, the company says. The Realtree packaging is just one aspect of the brand’s This is MY World outdoor campaign, which invites all who love the great outdoors to unwind and refresh with a Mello Yello, it says. “The rugged adventures of Mello Yello fans are limitless, and they’re unapologetic about their passion and enthusiasm for the outdoors,” said Bobby Oliver, director of sparkling citrus brands, in a statement. In addition to the Realtree packaging, This is MY World also includes radio, out-of-home and in-store point-of-sale ads featuring David Blanton, the host of Realtree Outdoors, in select markets, the company says.
Can you believe it?
This football season, Pepsi and Tostitos are partnering to offer football fans the opportunity to experience the game like never before — from the sidelines, at the NFL draft party and in the tunnel with the players, the company says. Through Jan. 2, consumers can visit PepsiandTostitos.com to enter weekly prizes through the Win Unreal NFL Experiences program. “We are bringing our fans experiences they typically only dream of, from tossing the ball around with Drew Brees or helping team captains with the coin toss, these experiences offer our fans the opportunity of a lifetime,” said Jeff Klein, vice president of marketing at Frito-Lay North America, in a statement.
Corks for a cause
Supporting Breast Cancer Awareness Month throughout October, Mionetto USA announced its second Pink Cork for the Cause program, which aims to drive awareness, support research and celebrate survivors. This year, the program is giving consumers a chance to win a pink five-speed hand mixer between Sept. 1 and Oct. 31 by finding a pink cork in promotional bottles of Mionetto Prestige Prosecco Brut or Mionetto Prestige Gran Rosé, or by entering an online sweepstakes. All winners automatically are entered into a grand-prize drawing for the chance to win one of four $10,000 charitable donations that will be made by Mionetto USA to the breast cancer charity of the winner’s choice.