Coca-Cola Expands OBM XT Merchandising Program
The Coca-Cola Co. is rolling out its OBM XT retail display initiative, which leverages occasion-based messaging to drive category growth at the point-of-purchase. OBM XT, which stands for Occasion Based Marketing-Extra, forms an emotional connection with consumers around the occasion they would buy for, linked to key volume periods such as the Christmas selling season or the Superbowl.
Seasonal graphics, which are changed four times a year, feature family and friends getting together and enjoying special times with Coca-Coca brands. Display graphics can be customized for the retailer based on customer demographics, such as targeting the Hispanic market.
A range of display sizes meet different store marketing needs. Cross-merchandising functionality is built into the displays.
“The program appeals to retailers looking for ways to drive incremental sales and total soft drink category sales,” said Steve Hyland, Director of Retail Business Solutions, The Coca-Cola Company. “Our marketing objective was to communicate to consumers in a unique way and by occasion.”
Sign Promotes Sauza’s ‘Get Lost. Find Yourself’ Campaign
Allied Domecq is using this twisted metal lighted sign as part of Sauza’s “Get Lost. Find Yourself.” promotion. The sign is meant to emphasize the program’s message of individuality and support its appeal to the 21- to 25-year-old demographic. The sign incorporates Sauza’s “Get Lost. Find Yourself.” message to connect it with other promotional items in the program.
The sign utilizes an austere, industrial look to keep the emphasis on the message and to help it blend in with club décor. A special crumpled metallic look helps to draw more attention to the sign.
The Sauza lighted sign was produced by Heritage Sign & Display, located in Nesquehoning, PA.
Luna Di Luna Wines Runs Holiday POS Campaign
A.V. Imports’ Luna di Luna wine brand has developed a special holiday point-of-sale campaign. Luna di Luna’s wine family will be emphasized with the introduction of a dynamic three-dimensional Christmas tree. Designed for three cases of each blend to be stacked under the tree, the 15 case floor display comes complete with decorations and presents.
Luna di Luna’s holiday case cards and shelf talkers showcase bold Christmas stockings representing the five Luna di Luna colors. The case card features graphics of all five wines as stocking stuffers. Additionally, Luna di Luna offers POS materials for its frosty blue Sparkling Chardonnay/Pinot Grigio. The winter blue case card features silver stars and snowflakes.
The Luna di Luna holiday POS materials were developed by HLA Marketing Communications, a Tampa, FL-based marketing communications firm.
Triangle Display
Covey Run Displays Offer Savings On Premium Wines
Canandaigua Wine’s Covey Run Winery is offering consumers significant savings with its “Welcome To The Vineyards Of Covey Run” $3.00 off mail-in-rebate promotion.
To build on this campaign, Covey Run is conducting a “Fall Harvest in the Vineyards of Covey Run” national in-store promotion. Consumers will receive $2.00 off when they purchase a bottle of Covey Run Chardonnay, Merlot, Cabernet Sauvignon or Syrah.
As part of this promotion, Covey Run is also offering consumers a six-month subscription to Food & Wine Magazine for $6.
Ralphs Promotes Cerveza Caguama Beer
Ralphs grocery chain is promoting its Corporate Label Import Beer, Cerveza Caguama, nicknamed, “The Turtle Beer,” with SmartSource Floortalk from News America Marketing, New York City, a division of News Corporation.
The billboard-sized and strategically placed floor advertisements, headlined, “ I Wanna Caguama. Got Ice? will attract customers’ attention to Kroger’s best-selling private label beer throughout Ralphs, the Western Division grocery stores of The Kroger Company. The floor ads also call attention to Cerveza Caguama’s unique cooler pack.
“The promotion captures a timely opportunity to entice customers at the point of decision making,” said Cory Stauder, National Sales Manager for G.K. Skaggs, Inc., the Irvine, CA-based importer of the Mexican Style Lager Beer exclusively for Kroger.
Rainier Beer Conducts Ragtop Sweepstakes
When the Rainier Brewing Company needed to update the packaging for its flagship brand, Rainier Beer, it turned to Object 9, a Baton Rouge, LA-based design firm. Rainier expanded the introduction of the new packaging in its “Ragtop Sweepstakes,” offering a Cadillac Deville convertible as a grand prize.
Washington’s famous Mt. Rainier, for which the beer Is named and retro Rainier beer materials served as the inspiration for the new logo, packaging design and promotion.
Moretti Runs ‘OH, For The Love Of Moretti’ Promo
Moretti Italian pilsner is offering consumers the opportunity to save money as they take home their favorite pizza and have the chance to win a trip to Las Vegas by entering the Moretti Vegas Sweepstakes.
Fun, eye-catching point of sale case stackers, shelf talkers, instant redeemable coupons and base wrap accompany the promotion.
“This second wave of the OH, for the love of Moretti! campaign further defines the look of the Moretti brand and gives it a unique voice to cut through the clutter of the beer marketplace,” said Donal O’Sullivan, Marketing Manager for Moretti Brands. “It focuses on the unique place that Moretti occupies as the original Italian pilsner and designator of premium occasions. There is no better accompaniment for Italian food than a Moretti.”
Moretti Italian beer is imported and marketed in the U.S. by Fischer Beverages International, based in White Plains, NY.
Talus Conducts “Message In The Bottle Promotion”
Talus, the California winery, is conducting a “Message in the Bottle” promotion, whereby Talus drinkers who find a purple cork in a bottle win a custom passport holder and the chance to win one of five Grand Prizes: an 8-day cruise for two to the Greek Islands on First European Cruise Lines.
“The idea behind the Message in a Bottle Sweepstakes is to add an element of surprise - the purple cork - to an otherwise wonderfully consistent experience,” said Don Enos, Talus Brand Manager.
The Talus Message in a Bottle promotion will be supported with colorful retail case displays.
Coca-Cola Debuts Milk Drink Brand
The Coca-Cola Company has introduced Swerve, its first nationally available milk-based beverage. Swerve brings a new dimension to the variety of beverages that teenagers have to choose from in their schools. Swerve will be available in the school channel.
Made with non-fat milk, Swerve is available in Chocolate; “Vanana,” a combination of vanilla and banana, and “Blooo,” a mix of blueberry and strawberry in 11-ounce cans.
Healthy Beverage Launches Organic Green Tea Soda
The Healthy Beverage Co. has introduced Steap Green Tea Soda in six flavors: Cola, Raspberry, Lemon Dew, Orange, Key Lime and Root Beer. Steap is the first soda brand stamped with the USDA Certified Organic seal.
Eric Schnell, Co-founder of The Healthy Beverage Co., said, “Steap Green Tea Soda is healthy and nutritive. Fun and healthy-a double bonus!”
New AriZona Water Infused With Flavor
Ferolito Vultaggio & Sons has introduced AriZona Infused Water, a line of four lightly sweetened and lightly flavored waters. AriZona Infused Water has been introduced as a 0 calorie, flavored alternative for the heavy consumer of bottled waters.
“We created this product for the bottled water drinker who wants a break from plain water,” said Don Vultaggio, Chairman of F & V.
Dr Pepper Runs ‘Be In The Game’ Holiday Promotion
Dr Pepper drinkers can have their likeness appear in an upcoming Nintendo video game, as part of its holiday “Be You. Be In The Game” promotion. Dr Pepper will seed 3,500 prizes including Nintendo GameCube and Game Boy systems. Consumers can win by looking under the caps of specially marked bottles and on game pieces inside 12-packs of Dr Pepper.
“We wanted to create a holiday promotion that really leverages the brand’s originality and generates both volume and buzz with our 12- to 34-year-old target consumers,” said Jim Trebilcock, Dr Pepper, Sr. V.P.-Consumer Marketing.
Dr Pepper is supporting the promotion with p.o.s. materials that include a display spectacular shaped like a Game Boy Advance system with graphics that change from a text promotional message to an image of a man “trapped” inside the Game Boy screen. Other materials include a case stacker display, pole sign, shelf talker, and static cling signs.
Coca-Cola & Mattel Run Holiday Prom.
Coca-Cola and Mattel are partnering for a promotion this holiday season. Coca-Cola is helping parents buy holiday gifts by including coupons for up to $10 off Mattel products in 18-, 20- and 24-packs of Coca-Cola classic. Point-of-sale materials and radio advertising will target parents.
Coca-Cola is also bringing holiday cheer to families across the country through its Holiday Caravan Tour. Four Coca-Cola Holiday decorated trucks are making stops at key retailers, parks and other city gathering points in major cities. The Caravan stop includes opportunities for kids to take free photos with Santa.
Snapple And ESKAL8 Introduce National Skate Park Program
Snapple Beverage Group has teamed up with the nonprofit organization KaBOOM!, to introduce ESKAL8 - a national skate park program that mobilizes youth, community leaders, contributors and sponsors to create public skate parks.
Riding on the heels of a recent announcement that Snapple and NYC have entered into a five-year vending and marketing agreement, the Mullaly Skate Park build is the first of many Snapple sponsored programs in NYC. Through the construction of community-built skate parks, Snapple and ESKAL8 will develop unique places where kids can practice their sport while also promoting responsible biking, skateboarding and in-line skating.
Snapple has been a Funding Partner with KaBOOM! since 2002 and has pledged funds from the sale of Snap2O to KaBOOM!’s nationwide building initiatives.
Captain Morgan Holiday House Display Promotes Sales
This “Captain Was Here” Holiday House pole topper and hanging display is a festive reminder that just like Santa, Captain Morgan rum is a part of every holiday celebration. Diageo wanted to provide a dynamic off-shelf display vehicle to promote Captain Morgan liquor product sales during the holiday season.
Display materials included vacuum formed styrene; .55 litho mounted chipboard; a custom multi-colored LED harness with battery powered motor and wire linkage. The pole topper and hanging displays were designed to be assembled before shipping.
Display graphics were produced by Upshot. Rapid Displays, Chicago, IL, was responsible for the display’s design and production.
Glacier Cooler Wire Dump Bin
Glacier Cooler Company, Inc. has introduced a new wire dump bin to their product line. This display features heavy gauge wire, powder coated white and detachable legs for easy shipping. It is 30" tall, 23" in diameter and l8" deep. Interchangeable graphics on two sides allow for easy brand and promotion changes. For more information, contact Glacier Cooler Company, Inc., P.O. box 9l7, Danbury, CT 068l3.
Grey Goose Vodka Wire Display
This wire display developed for Grey Goose Vodka utilizes 5/l6" wire,a 5 spot color scallop-edged Styrene oval sign module and black chrome finish with clear protective top coat. The unit is free standing and features three shelves. It merchandises both l75 litre bottles (l shelf, 3 facings, 3 deep) and 750 ML bottles (2 shelves, 4 facings/shelf, 4 deep,) to coincide with the introduction of multi flavors. The display provided feedback to justify a national "Roll-Out" of a promotion to include an additional flavor. The Grey Goose Vodka Wire Display was created by Art Wire Works, 540l W. 65th Street, Chicago, IL 60638.
Hornsby's Six Pack Inflatable
Hornsby introduced new packaging and was looking for a new innovative way to communicate the change. The inflatable allowed the brand to compete in the "beer arena" by depicting the entire six-pack. The inflatable had great impact allowing for more dimension and life-like quality. The inflatable helped build brand awareness and recognition. The Hornsby's Six Pack Inflatable was created by Sterling Promotional Corp, 30l0 Westchester avenue, Purchase, NY l0577.
Pepsi Ceiling Breakthrough
This ceiling breakthrough features the Pepsi image printed on two sides and a ceiling base that attaches to the ceiling which keeps precious floor space free. The sign may be viewed from both sides. Eye popping graphics ensure that the message won't be missed. The Pepsi Ceiling Breakthrough was created by Proprint Services Inc., 562l Finch Ave. E. #5, Toronto, Ontario, Canada MlB2T9.
Maker's Mark Barrel Display
This barrel display was designed as part of the current Maker's Mark promotional campaign, which emphasizes their brand image and identity by focusing on their distinctive red wax bottle seal. The display used an actual whisky aging barrel to lend it a look of rustic authenticity, and included a formed red styrene "wax seal" on the top of the barrel, to connect with the wax seals on top of Maker's Mark bottles. Brand identity was also strengthened through the stenciled Maker's Mark logo printed on the side of every barrel. The display has achieved high placement in off-premise locations due to its eye-catching, unique design and functionality as a shelving unit for Maker's Mark bottles. This Maker’s Mark Barrel Display was created by Heritage Sign & Display, 344 Industrial Drive, Nesquehoning, PA 18240.
On-Premise Bottle Illuminator
This bottle illuminator is designed to sit under bottles or glassware and illuminate upward. The product creates a very dramatic effect and enhances the atmosphere without additional clutter or wiring and installation issues. The product has been test marketed in several areas of the country and is now being made available nationwide. The Bottle Illuminator is available from Delaney Industries, 9l98-B Ridge Road, Newcastle, CA 95638.
Christian Brothers Mobile Floorstand
This floorstand features low height which is required by supermarket chains and other outlets across the country. The display is on casters so that it can be moved to different areas of the store as needed. It displays two different Ports and four styles of Sherry and provides information concerning the taste characteristics of the different kinds of Sherry offered, thus encouraging impulse purchases. The merchandiser holds four cases of product. It is designed to organize the product by flavor and type. The Christian Brothers Mobile Floorstand was created by Flair Display Inc., 3920 Merritt Avenue, Bronx, NY l0466.
Glen Ellen Wine Cart
This display promotes wine with cut flowers. It merchandises premium wines from United Distillers & Vintners along with the flowers suggesting a perfect gift for any occasion. The unit appears in supermarkets across the country. The functional display was constructed from Easter White Pine and Baltic Birch panels. The wheels are injection molded plastic and the flower section of the unit is die-cut Sintra. The Glen Ellen Wine Cart was created by Coastal Wood Woodworks & Display, P.O. Box l37, Nobleboro, ME 04555.
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