Bacardi Silver Unveiled
Anheuser-Busch, Inc. has announced the rollout of its premium flavored malt beverage, Bacardi Silver, a clear malt beverage made with the flavors of Bacardi rum and citrus. The new product is the result of an alliance between Anheuser-Busch and Bacardi USA.
Bacardi Silver is being sold in retail outlets where Anheuser-Busch products are sold, such as supermarkets, convenience stores, clubs, bars and restaurants.
Bacardi Silver will be supported by a marketing budget of nearly $60 million that includes advertising and media, sales promotional items and merchandising. A full line of point-of-sale and promotional items will support the brand including cooler stickers, shelf wobblers, table tents, metal signs, mirrors and wall projectors that beam the images of the Bacardi Silver and Bacardi bat device trademarks.
Media support includes national television, print, radio, outdoor and Internet advertising.
Early Times Launches ‘Travel Times’ Promotion
Brown Forman Corp.’s Early Times Old Style Kentucky Whisky is encouraging consumers to stock up before heading out into the great outdoors, with the off-premise promotion, “Travel Times.”
A giant tent display is the highlight element of the campaign, and is a great way to catch consumer attention.
Bottle case cards feature the classic Early Times bottle dressed in full camping gear and leisure attire.
Doc Otis Bi-Level Mirror Builds Brand Identity
Anheuser-Busch Companies, Inc. is using this Doc Otis Bi-Level Mirror to provide a modern, distinctive look that fits in well with the décor of trendy nightclubs and bars, while helping to introduce the product to consumers.
The display is designed to build brand identity among consumers of alternative malt beverages. The large lemon graphic educates consumers about the nature of the beverage by introducing it as a “Hard Lemon Alcohol Malt Beverage” with “Natural Flavors.” The display is unique in that the separation between the beveled mirror and the front glass panel creates the illusion of depth in the display. The 3D effect created by the bi-level mirror and the diamond shape of the display attracts the consumers' eye giving this sign a greater impression rate than a traditional decorative mirror.
This Doc Otis Bi-Level Mirror was produced by Heritage Sign & Display, Inc. of Nesquehoning, PA.
Miller Says 'Crack A Few'
Miller Lite and Miller Genuine Draft are advising baseball fans to “Crack A Few” beers with p.o.s. materials that honor players, fans and teams.
P.o.s. materials leverage official team logos in markets where team sponsorships are in place. Off-premise materials include case cards, cooler curtains, danglers, static stickers and basewrap.
Dr Pepper Ties Into New Spider Man Movie
Dr Pepper is delivering a new on-pack consumer promotion, which coincides with the release of Columbia Pictures' action-adventure film, Spider-Man. Fifty Dr Pepper drinkers will have the opportunity to win the grand prize of a trip for two to an exclusive, insider party in New York.
“Spider-Man is one of the most recognized fictional characters in America, garnering an 85% household awareness in the minds of 18- to 24-year-olds, making this promotion a perfect fit to help us drive incremental sales among our key target audiences,” said Cindi Clark, Dr Pepper’s Sr. Vice President of Marketing.
To support the promotion, Dr Pepper has designed several in-store display merchandising and point-of-sale pieces that highlight the special graphics that are part of the Spider-Man franchise including Spider-Man and the Green Goblin.
Midori POS Emphasizes Brand’s Mixability
For on-premise retailers, the famous Midori Liqueur fluorescent green is back with two new cocktail promotions, Midori Sour for spring and Midori Margarita for summer.
For spring, distinctive point-of-sale materials support the Midori Sour, a melon-flavored drink. Contemporary POS materials carry the tagline, “Midori Sour: ‘Time To Stir It Up.” Come summertime, Midori POS materials will promote the Midori Margarita.
“We’re excited to introduce these programs for the Midori Sour and the Midori Margarita, both of which reinforce Midori’s uniquely delicate and refreshing melon taste,” said Marty Cash, Brand Manager at Allied Domecq Spirits N.A.
Southern Comfort Features Mardi Gras Promotion
Southern Comfort celebrated its New Orleans heritage with a national on- and off-premise promotion for Mardi Gras.
The Southern Hurricane-a breezy blend of Southern Comfort, lemon-lime soda, and grenadine was the featured drink of the campaign. Brown-Forman Beverages Worldwide encouraged retailers to create a Mardi Gras party station display with essentials like mixers, cups and napkins. Beautiful scarves and neckties feature the Southern Comfort logo and original “Comfort Jam” artwork by New Orleans artist Matt Rinard.
New Orleans-based celebrity Chef Paul Prudhomme gave his expertise to the promotion with special Southern Comfort cooking recipes and spice packets.
Allied Domecq And Miller Brewing Enter Alternative Malt Beverage Market
Allied Domecq and Miller Brewing Co., have formed a partnership to introduce a range of new alternative malt beverages, the first two of which will be based on Allied Domecq’s popular Stolichnaya vodka and Sauza tequila. These new drinks will reach U.S. adult consumers this spring through over 500,000 retail outlets serviced by Miller’s distributor network.
Philip Bowman, Allied Domecq’s CEO said, “We will be the only player with a strong, premium brand presence across multiple categories of ready-to-drink malt beverages, thereby accelerating the fastest-growing segment of the industry.”
“I look forward to adding the Allied Domecq branded products to our portfolio in the company of leading brands Miller Lite, Miller High Life, and Miller Genuine Draft,” said John Bowlin, Miller’s CEO.
Coca-Cola Joins With SONICblue To Produce Co-Branded Audio Players
Coca-Cola has signed an agreement with electronics company SONICblue Inc. for the design and sale of digital audio players in the United States. The audio players will be co-branded with the Coca-Cola trademark and SONICblue’s Rio brand.
The agreement with SONICblue will put the Coca-Cola name on the type of technology used by teenagers, a key soft drink demographic. SONICblue will use the products to open new distribution channels such as mass merchandisers.
Seattle’s Best Coffee Cafes Open In Borders
Seattle’s Best Coffee, LLC has opened Seattle’s Best Coffee cafes in three Borders Books And Music Stores in Atlanta, GA. Borders and Seattle’s Best Coffee will cooperate in cross-marketing and joint promotions.
“We are pleased to begin developing Seattle’s Best Coffee cafes in Borders stores,” said Steve Schickler, President of Seattle Coffee Co. “It’s an ideal move to associate our top quality coffee with a leading global retailer of books, music and video.”
“This is a strategic alliance for Borders and Seattle’s Best Coffee in that we both are committed to creating an experience that will add value in our stores and ultimately to our customers,” said Steve Davis, Sr. V.P., Borders Store Operations.
Amarula Cream Liqueur Is Introduced
Amarula Cream Liqueur, imported by Brown-Forman, brings a taste of sub-Saharan Africa to the U.S. Amarula Cream is a blend of the fruit of the marula tree and nature’s freshest cream. “Amarula can be enjoyed on its own, over crushed ice, on the rocks or with sparkling mineral water as a tall drink,” said Nancy Antle, Amarula Brand Manager. “It can also be used as an ingredient in cocktails, in coffee, over ice cream and in desserts.”
Boston Beer Introduces Adams Light
The Boston Beer Co. has introduced Sam Adams Light beer. “We’ve worked for years to develop a recipe that beer lovers want,” said Jim Koch, Sam Adams Founder. “Sam Adams Light is the only light beer, domestic or imported, brewed with only two-row malt and Noble hops.”
Sam Adams Light uses no adjuncts and is the only light beer that uses only the four classic ingredients of beer: water, yeast, hops and malt.
Sterling Promotions
Canadian Mist Celebrates Escape To The Great Outdoors
Canadian Mist has launched an on- and off-premise promotion celebrating the great outdoor experience. Displays and case cards feature both classic Canadian Mist bottle packs amidst a perfect outdoor setting. Back by popular demand is the Canadian Mist float plane in the massive 7-foot or miniature 24-inch sizes, which consumers can purchase by sending in a mail-in request.
Once again, Canadian Mist's outdoor sweepstakes program offers consumers chances to win portable outdoor chairs, Canon waterproof cameras, Orvis fishing gear and a grand prize trip to a Canadian fishing lodge.
Bud Light Sponsors Professional Bull Rider
Bud Light is sponsoring professional bull rider Ross Coleman through the 2002 PBR Bud Light Cup season.
“Ross Coleman is a perfect fit for the Bud Light PBR team,” said Tony Ponturo, V.P., Corporate Media and Sports Marketing, Anheuser-Busch, Inc.
Bud Light’s sponsorships of Coleman and Hedeman include personal appearances and a line of p.o.s. materials including both riders and the PBR Bud Light Cup logo.
Glenmorangie Runs Shared Streams Promo
Glenmorangie Single Highland Malt Whisky’s uniqueness is being celebrated in a “Shared Streams” off-premise promotion. Glenmorangie is partnering with Trout Unlimited and the American Forest Foundation in a program that touts the importance of pure water. Consumers can get a one-year membership to Trout Unlimited for half price.
Case cards and shelf talkers build awareness for this promotion.
Avecmedia To Deliver Interactive Media Via Packaged Goods
Avecmedia, Inc. has introduced a patented packaging system to attach CDs, DVDs, and software CD-ROMs to a wide variety of consumer products. The packaging displays the disc while protecting it from tampering or damage.
William Plumb, President of Avecmedia, said, “We can package music CDs on top of fountain beverages, children’s fast food meals or the lid of a can.”
For more information, visit the Avecmedia web site at www.avecmedia.com.
Pete’s Brewing Launches Club Wicked Promo
Pete’s Brewing is promoting its Pete’s Wicked Ale with a Club Wicked promotion featuring a full array of p.o.s. materials, including counter-cards, table tents and banners. Pete’s Brewing has also commissioned a custom Lava Lite as an on-display consumer offer.
On-premise retailers will be provided merchandising kits including beverage napkins that double as an interactive bar game and Club Wicked VIP cards that provide access to a special on-line consumer sweepstakes.
Miller Offers ‘Party In Paradise’
Miller Genuine Draft is running the Blind Date 2002 sweepstakes. Buz Cady, Promotions Manager, said, “For this Blind Date event, we opted for the Atlantis Resort because of the intrigue that surrounds the Lost City of Atlantis.”
Consumers can enter the sweepstakes via a take one pad on displays. Off-premise p.o.s. materials include basewrap, case cards and danglers. On premise materials include table tents, pennants, and banners.
DJ Graphics
Beefeater Celebrates ‘Bold Taste Of Summer’
Beefeater Gin is providing retailers with p.o.s. materials celebrating the “Bold Taste of Summer.” The promotion includes special mixer co-packs.
Off-premise p.o.s. materials include case cards, static clings and a new wire rack. On-premise items include table tents, back bar mirrors and bottle glorifiers.
“The Bold Taste Of Summer program communicates the enjoyment of the season,” said Phil West, Beefeater’s Sr. Brand Manager.
Heritage Sign & Display, Inc., Nesquehoning, PA, will be showing this Bose Electro Luminescent Sign which demonstrates the product's advantages by comparing the Bose Direct/Reflected speaker system to conventional speakers and live sound. This unit includes a versatile hanging system allowing it to be placed on a wall or a horizontal surface. A small footprint, combined with electro-luminescent graphics provides a high impression rate without monopolizing valuable retail space. To learn more about this display, contact Jason Amodea at POP Marketplace, Booth 8619, or call 570-645-8701.
Proprint Services Inc., Toronto, Canada will be showing its BASE WRAP - continuous rolls printed on card or poly stock. High quality flexo printing provides clear picture images to be printed without the lines of corrugate. The BASE WRAP can be printed in line for up to 8 colors. It is excellent for indoor use around displays and is water resistant to avoid crumbling. To learn more about the Base Wrap Center, contact, Marc Salsky at POP Marketplace, Booth 7630; or call 888-776-7768.
Moldrite Products
Sterling Promotional Corp. will be showing this Dean Foods larger than life inflatable created for supermarkets and c-stores. The colorful inflatable draws attention to the Dean milk products. Inflatables are an economical way to attract the consumer’s attention. To learn more about this display, contact Steve Linder at POP Marketplace, Booth 8727; or call 914-694-6500.
MBH Presentations, Inc., Floral Park, New York, will be showing the Moet & Chandon Holiday Display which showcases the 3 brand marques for Moet & Chandon, (white Star, Brut Imperial and Nectar Imperial) with an upscale approach. Unit was 99% assembled when shipped and the retailer only had to attach the base and 2 poles. The small and sturdy footprint allowed the display to be positioned with product or with mass stackings. To learn more about this display, contact Richard S. Heyderman at POP Marketplace, Booth 7700; or call 908-412-9908.
Palmer Promotional Products, St. Clair Shores, Michigan, will be showing this Sam Adams Light SlimVision Illuminated Sign, an aluminum extruded cabinet with a 1.5" acrylic optical lens. The light box uses a patented optical lens system. The unique feature is that the light box is only 1.5” deep. There are several installation options. It will free stand, hang on a wall or can be hung from the ceiling. The frame of this SlimVision light box has a permanent illuminated Sam Adams Logo. There is an updateable translite installed in the visual opening. To learn more about this display contact Mark Armstrong at POP Marketplace, Booth 7850; or call 586-772-4225.
FINLANDIA EDGE-LIT WRITE-ON BOARD. The aluminum bottle sculpture combines with the edge-lit acrylic highlights on the write-on surface to create a unique 3-dimensional effect. Using incandescent instead of fluorescent lighting allows the display to be thinner and lighter making it more convenient for retailers, allowing the unit to be placed in more areas than a conventional edge-lit marker board. Created by Heritage Sign & Display, Inc., 344 Industrial Road, Nesquehoning, PA 18240.
THOR’S HAMMER VODKA BACK BAR MERCHANDISER. The 10mm super bright LED’s were engineered with a random light chase. The super bright LED’s also allow the vodka bottle to glow blue in the liquor and embossed parts of the bottle. The 3 D cell batteries will allow the unit to run continually 24/7 for over a year’s time. The merchandiser has a footprint pocket that matches the base of the bottles and can merchandise either the liter or 750 ml size. Created by Visual Marketing, Inc., 154 West Erie St., Chicago, IL 60610.
BUD LIGHT LATINO MIRROR. The culturally aware design is intended to complement the décor of upscale Latin and Mexican themed clubs, bars and restaurants. Screen printing effects were specifically developed for this project using specially formulated inks to resemble hand leaded stained glass. The display combines a Spanish sales message with a full color product shot. Created by Heritage Sign & Display, Inc., 344 Industrial Road, Nesquehoning, PA 18240.
PEPSI COOLER POWER END. This display replaces an existing configuration that could be shopped only from one side. The unit drives purchases by cross merchandising Pepsi and Frito-Lay salty-snack products. Various product tiers generate a high return for retailers while using only a limited amount of floorspace adjacent to the beverage refrigerator, an area that is often overlooked as an impulse locale. Created by New Dimensions Research Corp., 260 Spagnoli Rd., Melville, NY 11747.
DeKuyper® Pucker™ Schnapps On-Premise Backbar Display
This new back bar on-counter display incorporates a lava lamp and custom-designed bottle glorifier to capture consumer attention. More than 600 units were created using powder-coated metal and a solid aluminum logo highlighted with enamel. The display was designed to capture new listings, obtain prime back bar space and attract consumer attention. The lava lamp feature, with red ooze twisting and turning in an illuminated cylinder conveys the fun feel of the brand while replicating its rich-red raspberry hue. The display also incorporates a bold medallion containing the DeKuyper Pucker logo replicated in relief to add value and visual appeal to the unit. The metal construction creates a sturdy pedestal for a bottle of Pucker and ensures stability for the lava lamp. The DeKuyper Pucker Schnapps On-Premise Backbar Display was created by Visual Marketing Inc., 154 W. Erie Street, Chicago, IL 60610.
Anheuser-Busch Doc Otis Lemon Cooler
Anheuser-Busch wanted to create a unique and creative ready-to-drink cold merchandiser that would advertise the Doc Otis product attributes. This “themed” unit was not only fun, but different and led to greater ease of placement and trial for the new malt based beverage. Brand awareness and trial were clearly primary goals for this unit. Each objective was accomplished as trial increased ten times to what it was prior and the brand image was continually reinforced thanks to this unique merchandising vehicle. In addition, not only did the number and ease of placements increase, but the type of channels penetrated increased, i.e., vacation resorts, cruise lines, sports stadiums, etc. The Anheuser-Busch Doc Otis Lemon Cooler was created by RTC Industries, Inc., 2800 Golf Road, Rolling Meadows, IL 60008.
Amstel Inflatable Hummer
This inflatable hummer was created for Amstel. The unit was a tremendous hit and brought lots of attention to Amstel at the point of sale. Custom designed inflatables create a unique and inexpensive way to grab the consumers' attention. The Amstel Inflatable Hummer was created by Sterling Promotional Corp., 3010 Westchester Avenue, Purchase, New York 10577.
Maker’s Mark Bottle Glorifier
The rotationally molded plastic bottle holder that comprises the upper portion of the display is based on a sculpted clay prototype, artistically created to capture a sense of action. The overall appearance of the display is designed to capture a moment frozen in time, creating the illusion that the bottle has just been used to stamp hot wax with the “Maker’s Mark.” Because most bottles on the back bar area are placed in an upright position, the angled bottle rest makes the product stand out from the competition. The unique sculpting of the display created an impressive visual impact within a small footprint. By evoking Maker’s Mark's traditional wax seal, the display helps to identify the product as a hand-crafted bourbon. The Maker’s Mark Bottle Glorifier was created by Heritage Sign & Display, Inc., 344 Industrial Road, Nesquehoning, PA 18240.
C. Concha Y Torro Floor Display
Banfi Vintners wanted to provide a floor display to combine the family of wines in an upscale unit for presentation to the consumer. The Conch Y Torro Wine Rack features trays made of DK Burgundy woodgrain Melamine. The legs are tubular metal powder coated. The header is silk screened on frosted Acrylic and framed with the same Burgundy woodgrain Melamine. The display has just been placed into the market but placement requests have exceeded the initial order quantity. The C. Concha Y Torro Floor Display was created by Flair Display Inc., 3920 Merritt Avenue, Bronx, New York 10466.
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