Bauer Nike Hockey And Labatt Blue Run Joint Promo.
Labatt Blue and Bauer Nike Hockey have launched a promotional campaign merging the launch of Bauer’s Classic Supreme skate line and Labatt Blue, a classic Canadian pilsner and the third-largest selling import beer in the U.S. The program includes print ads and p.o.s. materials such as case cards, table tents, pennants and banners.
The program also features a consumer contest where consumers can win “The Supreme Hockey Party,” a street hockey party for 50 friends.
“Both brands have strong national product recognition and we found the best way to leverage our brand relationship and reach our target audience is through a dual promotion,” said Devin Kelly, Director of Marketing at Labatt USA. “The joint effort allows Bauer to promote its product through our wide consumer distribution outlets. In turn, Labatt Blue will leverage Bauer’s expertise to get close to the hockey enthusiast.” Troy Mohns, Bauer Nike Hockey’s Brand Director of Bauer, said, “A partnership between Bauer and Labatt Blue will benefit both brands, extending brand messages beyond current channels.”
Moet & Chandon Counter Display Creates Impulse Sales
Schieffelin & Somerset, New York City, has used this counter display to present Moet & Chandon and create impulse sales.
The display is made from clear and frosted acrylic heat bent to form an anti-theft enclosure to house bottles The display features a crushed metal base machined and silkscreened. The Moet logo is prominently featured across the front of the display.
The Moet & Chandon counter unit was designed and produced by Flair Inc., a point-of-purchase display company located in Bronx, NY.
Displays Launch Pepsi ‘Blue’
Pepsi’s new Pepsi Blue, featuring a berry cola fusion flavor and electric blue color is targeted to the next generation of cola drinkers. Special displays featuring contemporary graphics and dimensional lug-ons, grab the attention of the target audience.
The displays were fabricated using 4-color process litho to 200# B-flute corrugated.
The graphics were developed by Pepsi. Rapid Displays a Chicago, IL-based p.o.p. display firm, designed, engineered, printed, mounted, die-cut, assembled and packed the displays.
Sony & Pepsi Announce Joint Marketing Program
Sony Music Entertainment (SME) and Pepsi-Cola North America have unveiled plans for a multifaceted global marketing campaign. Beginning next summer in the U.S., radio advertising for Pepsi brands will feature “sneak previews” of songs from key SME artists, as well as a series of Pepsi-sponsored TV specials showcasing SME artists. The campaign will also include co-branded sales efforts at non-music retail outlets across the country, providing a dramatically expanded distribution platform for SME releases and unique cross-merchandising programs for Pepsi retailers.
“The three-part strategy of early awareness through radio exposure, exposure through television specials and superior point-of-purchase placement at non-music retail outlets will give our releases a significant advantage in the North American marketplace,” said Thomas Mottola, CEO, Sony Music Entertainment. “Our involvement with Sony music and their artists has been a real win for Pepsi brands over the years, and this next step is a natural extension,” said Antonio Lucio, Chief Marketing Officer, PepsiCo Beverages International.
Co-branded p.o.p. displays offering Pepsi products and SME CDs will be installed in high-traffic areas of non-music retail outlets, positioning music product as an impulse buy.
Marathon Stores Testing Folgers Cafés
Marathon Ashland Petroleum LLC and the Procter & Gamble Co. have entered into an agreement to pilot the Folgers Café program in Marathon-branded convenience stores in the Midwest and Southeast.
Marathon-branded stores will carry the exclusive “Folgers Café” logo as the primary branding on the exterior of the building, complemented by distinctive mountain-sunrise interior graphics reflecting the Folgers logo and “Wakin’ Up” theme. The stores will have hot beverages and foodservice inside.
Chris Hood, P&G Marketing Director, Commercial Business, said “P&G's strategy has been to provide Folgers to more of our consumers when they are away from home. This relationship is a win for each partner-P&G’s brands and technologies can improve Marathon Brand offerings, while our consumers will have increased availability of Folgers.”
7-Eleven Features New ‘Cooler Fun Zone’
7-Eleven has introduced the ‘Cooler Fun Zone,’ a special beverage section targeted to tweens and teens. The new section in the cooler is at kids’ eye-level and features about a dozen different beverages with names like Tummy-Tickler, Baby Buddies, Cool Topz and Fun Water. For example, Elmo from Sesame Street tops a 9.5-ounce Fun Water; Clifford the Big Red Dog and friends are on Tummy Ticklers fruit juices; SpongeBob Squarepants and Jimmy Neutron are on Cool Topz drinks and The Simpsons are on Belly-Washers.
Debbie Wildrick, 7-Eleven Category Manager, said, “We’re targeting various ages with different characters and bottle sizes. It’s a virtual cartoon show in the cooler door.”
Pez Juice Brand Debuts
Leading Brands has launched Pez 100% Juice brand. The firm is initially introducing 28 Pez characters.
“Parents will be drawn to Pez 100% Juice because of its high quality and nutritional value and their children will be excited to see it in their lunch boxes because it tastes great and is a lot of fun,” said Ralph McRae, Leading Brands Chairman and CEO.
Castle Displays Bushmills Irish Whiskey And Sweepstakes Offer
Pernod Ricard USA is celebrating St. Patrick's Day this year with this castle floor display promoting a sweepstakes offer for a trip to Ireland.
The castle display is topped with banners featuring the “First and Foremost” theme, which highlight Bushmill's heritage as the world’s oldest licensed whiskey distillery.
The display holds one case of Bushmills Irish Whiskey and provides additional room for stacking cases, which can be decorated in matching stone-patterned case wrap.
Consumers can also enter to win a one-week trip for four to Ireland, including accommodations at the luxurious Ashford Castle, airfare and a tour of the distillery.
Dubonnet Re-Launch Targets Sophisticated Consumers
Dubonnet is capitalizing on the resurgence of traditional cocktails and aperitifs with a new look, and an aggressive, integrated campaign that targets sophisticated consumers.
Heaven Hill Distilleries, Inc., the exclusive agent for Dubonnet in the U.S., is reintroducing Dubonnet Rouge and Blanc with a sleek update to its classic label and cat logo; a highly targeted consumer advertising campaign; and a charitable partnership with The Roar Foundation to benefit The Shambala Preserve, a protected haven for exotic big cats located outside of Los Angeles, CA. The campaign is being supported by in-store and on-premise point-of-sale materials.
Keller Crescent Co., a marketing agency in Evansville, IN, worked with Heaven Hill to create the campaign.
Mr. Coffee Launches Major Sweepstakes
The Mr. Coffee brand is teaming with Carson Daly, MTV host and Chris Klug, U.S. Olympic athlete snowboarder, to help launch a brand repositioning in conjunction with the brand’s 30th birthday.
The campaign using young, hip celebrities is designed to convey a fresh brand message to a new, younger audience. The multi-layered promotional campaign includes print advertising, a $1,000,000 sweepstakes, radio promotions, in-store promotions, and a mall tour.
“Coffee-like music and sports-is an important part of popular culture,” said Alejandro Pena, V.P., of Marketing for the Mr. Coffee product line, a trademark of Sunbeam Products. “This campaign is meant to create an emotional connection with the brand by incorporating consumers’ personal coffee moments.”
The Grand Prize of the Sweepstakes is a 4-day, 3-night trip for two to Aspen, CO, or Hollywood, CA, where the Grand Prize winner will choose randomly from 1 out of 100 boxes for an opportunity to win $1,000,000.
Jameson Irish Whiskey Floor Display Offers Free Irish Rock CD
In order to celebrate the spirit of St. Patrick's Day, Pernod Ricard USA has created the Jameson Irish Whiskey “New Dublin” floor display. This lively point-of-sale piece helps retailers leverage the St. Patrick's Day selling season with their customers by evoking the spirit of contemporary Dublin-the embodiment of the Jameson brand essence.
Inspired by the city’s famous bridges, the display holds three cases and features a shelf talker that offers consumers a free CD with tracks from the latest artists from the Irish rock scene. Pernod Ricard is the world’s 3rd largest spirits company.
Budweiser POS Promotes NFL Team Sponsorships
Budweiser and Bud Light are sponsoring 28 of 32 NFL teams this football season. The 2002 Bud Family football promotion includes Budweiser-themed tailgate celebrations; special Party Zone seating areas; contests and sweepstakes; and point-of-sale materials including c-poles and banners featuring the Budweiser Family and individual team marks for the sponsored teams.
“We intend to bring Budweiser and Bud Light consumers a great party atmosphere, contemporary team- and Anheuser-Busch-themed merchandise and opportunities to win exciting prizes,” said Tony Ponturo, V.P., Global Media & Sports Marketing, Anheuser-Busch.
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