Miller Lite Runs
Scratch ‘N Sniff Promo.
Miller Lite is running an in-pack promotion inviting consumers to scratch, sniff and win a million prizes, including a trip for two to a Sports Illustrated swimsuit edition photo shoot and ESPN fantasy passes to an All-Star game.
Ann Janikowsky, Director, Brand Promotions, said: "The Scratch ‘n Sniff promotion, one of Miller’s all-time largest, gives beer drinkers a chance to live out some major fantasies all summer long."
The promotion features scratch ‘n sniff labels applied to the inside of specially marked 12, 15, 18, 24 and 30-packs. Miller will issue 3.5 million game pieces, with one in three a prize winner.
Special displays for Memorial Day and July Fourth include an inflatable nose dangle, inflatable rafts, terry cloth banners, aisle displays and display bins.
Coca-Cola Card Promotion Launched
Coca-Cola USA has launched The Coca-Cola Card program, the most localized initiative ever offered by Coca-Cola USA. To help consumers keep track of local offers, each red wallet-sized card contains up to 50 special offers, most of which can be used again and again. Each card comes inside a cardboard envelope with an accordion-folded listing, corresponding to the number of markets participating in the program. There are more than 280 localized versions of the program.
Consumers will also have chances to find "loaded" Coca-Cola MasterCard ATM Cash Cards on 1.6 billion specially marked packages of Coca-Cola. Coca-Cola MasterCard ATM Cash Cards can be taken to any MasterCard Cirrus ATM machine and redeemed for the face value of the card.
Miller High Life Gets New Campaign
Miller Brewing will reacquaint beer drinkers with Miller High Life, its third best-selling brand, through new packaging and a new marketing campaign. Bruce Winterton, Category Brand Director, said, “"iller High Life’s recharged packaging, advertising and promotions will further strengthen its appeal to loyalists, while attracting a new generation of beer drinkers."
New packaging marks a return to the tall bottle design and its most memorable images including the “Girl in the Moon,” and the statement "The Champagne of Beers". The new image will be reinforced at retail with new signage and displays.
Bacardi Launches Exclusiv Rum
Exclusiv by Bacardi is described as a new kind of rum that is smoother than the best super-premium vodka. The launch campaign includes "The Exclusiv Bartender Edition" brand kit consisting of a , brushed-metal canister which has the brand’s tagline "Beyond Vodka, Beyond Pure, Beyond Smooth"on it.
Bacardi s also supporting the brand with a substantial investment in consumer promotion. Promotional materials feature a brushed metal look.
Snapple Introduces WhipperSnapple
Snapple Beverage Corp. is introducing WhipperSnapple, a proprietary blend of fruit juices and purees, a hint of dairy and other all natural ingredients, whipped together into six uniquely smooth and creamy beverages.
"It’s the first shelf-stable beverage to contain dairy blended with fruit juices utilizing unprecedented
technology," said Michael Sands, V.P. Marketing, Snapple.
Triarc Beverage Group is supporting the launch with national advertising and heavy in-store merchandising including table tents, static clings, shelf talkers, window decals, and ceiling danglers.
Stroh’s Special Brew Offered In 6-Packs
Special Brew single-serve malt beverage is being offered in colorful, easy-to-carry 6-packs. Special Brew is an alternative alcoholic beverage with natural fruit juices.
Introduced as an alternative to beers, wine and wine coolers. The brand established a category of its own and quickly captured the taste of the cutting-edge young adult consumer, according to Stroh.
The new 6-packs will be promoted with eye-catching point-of-sale, including posters, easel cards and static stickers, designed by Culver Design of Milwaukee, WI.
Pepsi Launches Storm Lemon-Lime Soft Drink
Pepsi-Cola announced that Storm, its new lemon-lime soft drink, including caffeine and other natural flavors, is reaching stores in test markets.
Pepsi is supporting Storm with an aggressive marketing campaign including p.o.p. merchandising and sampling.
Henry Weinhard Beers Official at NIKE Games
Henry Weinhard’s Family of Specialty Beers has announced it will be the official beer of the 1998 NIKE World Master Games to be held in Oregon, August 9 through 22.
The world Master Games will be the largest international multi-sport event held in the U.S. and will feature a variety of Olympic-type sports for men and women, aged 30 and above. The Games are expected to attract 25,000 athletes and spectators from more than 100 countries.
Weinhard’s is supporting the promotion with pole-topper displays, banners, posters, static clings and easel cards.
Budweiser Signs Boxing Spokesperson
Michael Buffer, a world-renowned boxing announcer has reached an exclusive agreement with Budweiser to serve as the official spokesperson. "Let’s get ready to rummmbbuuullll!"is Michael Buffer’s calling card, and he will now bellow his trademark phrase on behalf of Budweiser. Mr. Buffer will appear in broadcast and print ads on behalf of the brand and will serve as the ring announcer at many professional boxing events sponsored by Budweiser.
Mr. Buffer will make personal appearances and his likeness will appear on boxing-themed point-of-sale materials, including 6-foot-tall standups, table tents, counter cards and imprintable banners that consumers see in retail outlets. Budweiser is also offering a new line of boxing merchandise this summer.
Diet Pepsi Offers MCI PrePaid Phone Cards
In the largest in-pack, consumer product prepaid calling cards promotion to date, Diet Pepsi is offering free MCI PrePaid cards in all its 12-packs and 24-packs, providing up to 10 minutes in free long distance calling.
The "Dial-In to Diet Pepsi" promotion is aimed at men and women in their mid-20s and up and is being supported with an integrated marketing campaign including p.o.p. materials.
Green Mountain Coffee Stop & Shop Program
Green Mountain Coffee Roasters, Waterbury, VT, has expanded its in-store coffee beverage program in Stop & Shop Supermarkets, of New England.
The expansion includes a display in each Stop & Shop location that features a selection of one-pot, ready-to-brew-at-home packages of Green Mountain Coffee in the same varieties offered by the cup.
Additional p.o.s. materials include a custom menu board and signage promoting the Green Mountain Coffee brand.
In test stores, Green Mountain Coffee Roasters has set up a whole bean display featuring a large coffee bin with an awning, enabling consumers to ground their own coffee.
Schweppes Partners With Broadway To Run Sweepstakes
Schweppes and The League of American Theatres and Producers, Inc., the trade association for the Broadway theatre industry, have signed an agreement establishing Schweppes as "The Official Mixer and Tonic of Live Broadway."
Schweppes will launch a national in-store sweepstakes on millions of packages of its Ginger Ale, Tonic Water and Club Soda. The grand prize will be a Broadway getaway for two to New York City, which includes tickets to a Broadway show. As part of the agreement, Schweppes will incorporate the "Live Broadway" logo on its packaging.
"Schweppes customers and Broadway audiences have very similar consumer profiles," said Gerald Johnson, Director of Promotions for Dr. Pepper/Seven Up.
Additionally, the partnership will contain several components driving brand awareness for Schweppes and Broadway.
Kirin Runs ‘Godzilla’ Promotion
Kirin Brewery has launched a new campaign in conjunction with the release of Sony TriStar’s movie event, "Godzilla." The promotion, a sweepstakes and instant-win game entitled Mega Monster Challenge, will be held at 30,000 retailers nationwide, handled by Cyrk, Inc.’s New York-based Integrated Marketing Solutions.
Promotional support includes p.o.p. materials including, counter case cards/entry forms, window/cooler static
clings, banners, display base wraps, 6-pack neck hangers/entry forms and instant-win game pieces.
Participants play the Mega Monster Challenge by scratching off instant-win game pieces on 6-packs and
12-packs of Kirin for the chance to win a 6-foot Godzilla Mega Monster inflatable. Participants can also enter a sweepstakes to win such prizes as a trip for two to Tahiti, a trip for two to Hawaii, and Godzilla CD soundtracks.
Tessera Circular Dissolve
This display was designed to call attention to the product with an attractive looking motion display focusing on the product label. The dissolve takes the customer’s eye from looking at a large wine label. The dissolve takes the customer’s eye from looking at a large wine label to that of the vineyard where the wine comes from. It focuses in on the product. Raised on a pole, it is used as an end cap, in-line or aisle promotion. It reinforces brand awareness by catching the consumer’s eye as it moves form one graphic panel to another. The display was very successful for Seagram as a promotional piece in large markets. This display, which won a Gold OMA in the Beverages - Liquor category, was created by Great Northern Corporation, 1800 South Street, Racine, WI 53404.
Amstel Lighted Back Sign
Amstel Lighted Back Sign. This sign for Amstel featured the brand prominently at the back bar location. The signage provided high visibility, long life expectancy, wet bar safety, durability, at an economical price point. The sign utilized low voltage components combined with eye-catching silk screened graphics. Cost efficient components reduced the overall price point of the sign. Created by Displayonix Corporation, 251 Route 59, Spring Valley, NY 10977. BRONZE AWARD.
Beverage Marketing ChoiceMaster Kiosk
Beverage Marketing ChoiceMaster Kiosk. This interactive Kiosk uses materials that delivered cost economies and durability to survive a high traffic self service alcoholic beverage department. It features an LED header, placed high enough to be seen at a distance. The sophisticated software package, designed by (Beverage Marketing Technologies) provides information on available products, comparisons between brands, pairing cuisine and beverages. Created by Thomson-Leeds Co.,450 Park Avenue, South, New York, NY 10016. BRONZE AWARD.
Bass Ale Submarine Promotion
To take advantage of all the hype being generated by the “Titanic”, through movies, TV and printed matter, Bass launched the “Submarine” promotion. The “Titanic” had thousands of unopened bottles of Bass Ale on board for passenger consumption at the time of the iceberg impact. Bass undertook the retrieval of those bottles through the use of a submarine. An inflatable display of a submarine was used to promote the program. To heighten the visual image, 4 Bass inflatable bottles were suspended from the submarine inflatable display. A printed dangler tied the entire effort together. For more information, contact Alger Creations In., 91-31 Queens Blvd., Elmhurst, NY 11373.
Pepsi Display Attracts With Motion
This Pepsi Display was placed in 2MM plus supermarkets. It is printed 5/color on #80 paper and mounted to “B” Flute corrugated. It has special die-cuts for effect and the displays were erected by poles and Hollywood Feet. The attractive two-sided display features the movement of the head and leg of the Imperial Snow Walker and the attacking ship, which move simultaneously on a single battery driven motor. The display allows for a “Battle” sequence, often seen in the Star Wars Movies, attracting consumers with its motion. For more information, contact Art Merchandising, Inc., 601 S. 26th Street, New York, NY 10001; Tel. 212-924-6400; Fax: 212-627-8327.
Coke New York Scores With NBA All-Star Promotion
The Coca-Cola Bottling Company of New York featured a campaign tieing in to the 1998 NBA All-Star Game. In-Store Displays with Matrix photo towel banners were prominently shown in New York Metropolitan Area supermarkets. Each banner was created using the photo reproduction process know as Matrix which featured the New York city Skyline and Detroit Pistons star Grant Hill ( an endorser of Sprite) springing out of a 20-ounce bottle in a swirl of Spirit. The 29 individual NBA team logos, the NBA All-Star Game logo and the NBA Jam Session logo were included in this eye-catching banner. The satin and towel banners were created by 3 Strikes Custom Design, 25 Crescent Street, Stamford, CT 06906.
Exavier Industries Offers The Cap Catcher For On-Premise Promotions
Exavier Industries features the Cap Catcher, interactive magnetic POP signage. While providing prominent brand identification at on-premise outlets, the cap catcher helps bartenders open bottles and dispose of caps.It’s available in 13.5” and 10.5” sizes with many additional options. For more information, contact Exavier Industries, 157 Albert Street, Belleville, Ontario, K8N 3N5, Canada; (Tel) 613-962-7822, (Fax) 613-962-8394; (Web) www.capcatcher.com.
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