Heineken And RealNetworks Team For Promotion
Heineken USA and RealNetworks, Inc. have joined forces for a summer promotion to offer digital music fans millions of free songs. Every specially marked 12-pack of Heineken will include a unique code redeemable for 2 free songs from RealNetworks. Heineken will support the promotion with a comprehensive marketing program.
“2004 will be the year digital music takes off and Heineken is proud to work with RealNetworks to deliver the best digital music experience to consumers,” said Steve Davis, Sr. V.P. of Marketing for Heineken.
“Heineken’'s marketing savvy and commitment to the music industry makes them the ideal partner,” said Dan Sheeran, Sr. V.P. Marketing, RealNetworks. “Heineken’s ability to reach millions of consumers and deliver free music is a great way to help celebrate the ten-year anniversary of RealNetworks.”
Early Times Features ‘Tool Times’ Promotion
Brown Forman’s Early Times Old Style Kentucky Whisky celebrates the do-it-yourself attitude of Early Times drinkers across the country in an off-premise promotion entitled “Tool Times.”
The campaign elements remind customers that hard work deserves a fitting reward.
Attention-getting posters and a mass display feature the Early Times bottle and tool girl.
A magnetic stud locator with leveler are attached to the 750 ml and 1.75 Liter bottles.
Old Forester Promotion Celebrates Baseball
Old Forester is conducting an off-premise promotion that celebrates the upcoming baseball season complete with a baseball case card, poster, shelf talker and oversized foam bat. Where available, consumers can purchase an autographed Old Forester baseball by Yogi Berra, Stan Musial, or Gaylord Perry. The baseball comes complete with an acrylic case and certificate of authenticity.
Old Forester Kentucky Straight Bourbon Whisky is produced and marketed by Brown-Forman Corporation.
Triangle Display
Brown Brothers Winery Features Dealer Loader Display
Wine Press: Brown Brothers Winery of Australia was looking for a point of purchase piece that could be used as both a dealer loader and case enhancer for their wines in the U.S. marketplace.
This display is unique with a real working wooden wine press with brass fitments and realistic grape vines to enhance their marketing program.
The display has been extremely successful and has resulted in several reorders from both mass and independent wine and cheese distribution channels.
This display was created for Brown Brothers Winery by Sterling Promotion Group, a Purchase, NY-based promotion and display firm.
Guinness Display Attracts Attention At Beverage Outlets
This display for Guinness will be visible above cases of Guinness beer at beverage distributors. The graphics are changeable so it may be used for future promotions.
The display was created for Guinness by Dan Lipman & Associates, a Locust Valley, NY-based p.o.p. display firm.
Murphy’s Challenge Promo. Runs At Retail
Murphy’s recently conducted the “Take the Murphy’s Challenge” promotion this St. Patrick’s Day.
Banners and point-of-sale materials included a push to the Web site where beer drinkers could challenge themselves, and their friends to pour the perfect pint. Consumers also had the opportunity to challenge themselves to an interactive limerick game via text messaging on their cell phones. The ten best entries will be featured on www.drinkmurphys.com.
“With the Murphy’s Challenge campaign, it’s not just about increasing volume on one night in the pub or at retail POS but about creating brand loyalty to our stout,” said Donal O’Sullivan, Marketing Manager at Star Brand Imports. “By tapping into consumers’ personal technology we are making Murphy’s part of their leisure activities and daily life.”
Coca-Cola Red Lounges Target Teens
Coca-Cola and Westfield Corp., a global operator of shopping centers, have opened Coca-Cola Red Lounges in two Westfield properties; Vernon Hills, IL and Los Angeles.
The Coca-Cola Red Lounges are experiential spaces where teens can hang out and learn about new music, movies and games. The Coca-Cola Red Lounge features custom-built furniture, a media wall with plasma screens, sound domes to focus the content, and glass-front vending machines stocked with Coca-Cola beverages.
Developed by the Rockwell Group, a design firm based in NYC, the Coca-Cola Red Lounge features unique programming specifically developed for teens by FUSE, G4, Sony, ESPN Video Games and Twentieth Century Fox.
“The Coca-Cola Red Lounge is a great example of the experience-based innovation we are bringing to our customers,” said Tom Boyle, V.P., Innovation, Coca-Cola Co.
Casa Bacardi Opens At Tampa International Airport
HMSHost, a provider of food, beverage and retail concessions to the travel industry, and Bacardi U.S.A., have introduced Casa Bacardi at the Tampa International Airport. Designed to bring a fun, distinctive atmosphere into the airport environment, Casa Bacardi showcases the customs, cuisine, and distinct flavors of the Caribbean Islands.
Café style seating, vibrant décor elements, and glass outer walls complement the Airport concourse’s architectural flair and evoke the spirit of the Bacardi tradition.
At Casa Bacardi, travelers can enjoy a Bacardi cocktail or a complete casual dining experience featuring lighter fare items such as Conch Fritters and Tropical Grilled Tuna.
SKYY Spirits Unveils SKYY View Bar
San Francisco, CA-based SKYY Spirits recently unveiled its SKYY View Bar, custom designed to serve double duty as SKYY Vodka’s hip cocktail lounge and photo opportunity backdrop featuring SKYY products at independent film festivals across the country.
The SKYY View Bar’s contemporary design features the trademark cobalt blue glow and silver look and is part of the SKYY View Lounge, a cinema-inspired moveable salon designed to showcase original content.
“The SKYY View Bar is a physical extension-of our groundbreaking SKYY Cinema advertising and integrated platform of film,” said Paul Fuegner, V.P., Marketing, SKYY. “Maintaining a sophisticated presence at independent film festivals across the U.S. allows us to bring contemporary cocktail style to life.”
Designed and constructed by Source Marketing, Westport, CT, the SKYY View Bar incorporates three plasma screens, logos and signage in a 10' x 10' fully functional bar.
New Diet Coke With Lime Hits Store Shelves
Coca-Cola Co. has launched Diet Coke with Lime. “Consumer research indicated a preference for lime as the next Diet Coke flavor, as it’s a flavor combination many people already are enjoying,” said Ed Klein, V.P., Diet Coke.
Promotional support for the launch includes p.o.p., broadcast and print advertising and sampling.
New Soymilk Targets Carb-Conscious Women
8th Continent has launched Light soymilks, which contain 50% fewer carbohydrates and 25% fewer calories than skim milk.
“8th Continent Light soymilk is perfect for people who want fewer carbs, fewer calories, great taste and the important health benefits of soymilk,” said Liz Nordlie, Marketing Director.
Heritage Sign & Display utilizes an array of different technologies to create point-of-purchase signage with special motion effects that attract attention. Heritage can create custom polarized or electro-luminescent motion signs as well as lenticular and holographic signs. For more information, contact Heritage Sign & Display, 344 Industrial Road Nesquehoning, PA 18240; (Tel) 570.645.8701; (Fax) 570.645.2178; (Web Site) www.popsigns.com.
Promotional Wood Products specializes in wood replication for the production of point-of-sale displays and signs. With the use of polyurethane, the Company can offer a more durable and lower priced product. For more information, contact Promotional Wood Products Ltd., Box 44, 5 Main Street, Brodhagen, ON Canada N0K 1B0; (Tel) 888-913-WOOD, 519-345-2562, (Fax) 519-345-2869, (Web Site) www.pwpnow.com.
Focus Packaging and Display Group creates many different types of illuminated p.o.p. signage, including fiber optic, fluorescent, neon, lenticular, LED and LCD combined with custom injection molded, vacuum-formed and extrusion frame components. Focus offers in-house design and global sourcing of parts and production. For more information, contact Focus Packaging and Display Group, 11409 W. Bernardo Court, San Diego, CA 92127; (Tel) 858-695-3353; (Fax)858-695-9503; (Web Site) www.focuspackaging.com.
Hankscraft creates custom back-lit clocks for point-of-purchase promotions. These high quality clocks have a brilliant exterior finish and bright attractive back lighting to accent the featured product. The back-lit clocks are available in a variety of sizes and colors. For more information, contact Hankscraft, Inc., 300 Wengel Drive, Reedsburg, WI 53959; (Tel) 608-524-4341; (Fax) 608-524-4342; (Web) www.hankscraft.com.
Flair Displays creates p.o.p. displays with the objective of merchandising effectiveness. Its comprehensive in-house manufacturing and finishing facility works with all permanent and semi-permanent materials. For a copy, contact Flair Displays Inc., 3920 Merritt Avenue, Bronx, NY 10466; (Tel) 718-324-9330, (Fax) 718-994-4174,
Dewar’s Drives Sales With Golf Flagstick Display
Dewar’s Finest Scotch Whiskies' spring 2004 promotion reintroduces a dynamic golf program tailored to the whisky lover. Consumers will appreciate the authentic golf reference of the clever flagstick display, encouraging them to enjoy a round of Dewar’s as part of their golf routine.
The Golf Flagstick Display shows two men with golf bags on the green with the slogan, “one good round deserves another,” accompanied by images of Dewar’s 12 Year Old as well as Dewar's White Label.
The base of the display is green and holds up an authentic Dewar’s flagstick , which measures 72" high. The Golf Flagstick Display is sure to drive sales with its high-powered consumer impact.
Chivas Regal Launches Global Campaign
Pernod Ricard USA has launched a new marketing campaign for Chivas Regal as part of the company’s strategy to restore the brand’s fame and reinforce Chivas Regal as the world leader in the premium whisky segment. Themed, “This is the Chivas Life,” the campaign encourages consumers to make the most of life.
Finlandia Vodka Runs Spring Promotion
Brown-Forman’s Finlandia Vodka is conducting an off-premise spring promotion featuring silk banners, case cards and customized shelf talkers showing a group of friends relaxing in the pure glacial spring water under the Midnight Sun. Special floor displays encourage consumers to interact with Finlandia.
Moretti Promo Offers ‘Secrets Of Romance’
Moretti has continued its “Oh, for the love of Moretti” campaign, with a promotion featuring separate offers in grocery, beverage and liquor outlets. The grocery store promotion paired Moretti with traditional romantic food items and the POS headline “Secrets of true romance.” Moretti six packs were offered with $2-off coupons for Bolla wines and Karen’s Fabulous Biscotti. For liquor stores, POS headlined “In the mood for amore?” offered six 16 oz. Moretti glasses for $6.49.
Amstel Light To Sponsor Iceland Open
Amstel Light beer has arranged for title sponsorship of the 2004 Iceland Open. The amateur golf tournament takes advantage of round-the-clock daylight in Iceland due to the Summer Solstice. The tournament features tee times at midnight and is played on two of Iceland’s finest golf courses.
To support its sponsorship of the Open, Amstel Light will be offering numerous promotions and trips supported with special point-of-sale materials.
Amstel Light is also the official beer of the PGA of America, supporting the brand’s goal of being the preferred light beer for golf enthusiasts.
Sterling Promotional Corp., Purchase, New York, will be showing this Covey Run Display Rack which features an attractive design with real wood accents reinforcing the premium image of the Covey Run brand. The display's sturdy furniture quality adds to its aesthetics and its function. Additional space on the rack allows it to hold four cases of the wine plus provides incremental space to cross merchandise related products in any store location. The rack was one of the best received in the brand's history and demand for the unit is high. To learn more about the Covey Run Display rack, contact Steven Linder at Global Shop Booth 5350; or call 914-694-6500.
Proprint Services Inc. will be showing its latest Basewrap. This continuous roll was printed four color on a poly stock with repeats every 24". This basewrap is unique in that its height is 6 1/2" high as opposed to the normal 12" - 18" high commonly found. To learn more about basewrap contact Marc Salsky at Global Shop, Booth 5928; or call 888-776-7768 or www.pop-online.com.
Nashville Display, Nashville, TN, will be showing this Woodchuck 4 Tier Roll-About Display which offers strong brand identity with its 4-color litho mounted die cut header sign and with the brand logo on each shelf front. The display holds 9 cases of product and offers great versatility as it can be moved around the store to cross merchandise. The merchandiser is constructed from wire, tubing and metal and has a green powder finish. To learn more about this display, contact Richard Hornsby at Global Shop, Booth 543l; or call 6l5-743-2900.
Outwater Plastics Industries, Inc., Wood-Ridge, NJ, will be showing its Mood Light Classic Panels, which blend light, colors and ambience to offer atmospheric lighting. These programmable LED panels pulse and sweep in an infinite variety of colors to create an illumination matrix. A supplied Remote Control generates lighting scenarios and color changing combinations for any desired mood lighting effect. The panels are designed to be wall or ceiling mounted or even used as a single standing display. To learn more about these panels, contact Debbie Crouch or Jason Kronyak at Global Shop, Booth 719; or call 800-631-8375.
MAKER'S MARK BARREL PROGRAM. This barrel display used a real whiskey aging barrel with a pressure formed red polystyrene topper to represent the brand's trademark wax bottle seal, and a barrelhead sign that also featured a real wax seal as part of its design. The barrel is used as a shelving display for the actual product while the barrelhead functions as a wall sign. Created by Heritage Sign & Display, Inc., 344 Industrial Road, Nesquehoning, PA l8240.
SMIRNOFF NEW LOGO INTRODUCTION PROGRAM. This program's objectives were to introduce, emphasize and draw consumer attention to Smirnoff's new bottle design and logo. A lighted sign and a bottle glorifier featured Smirnoff's updated logo. The lighted sign features a "bursting" effect and a lenticular print to give the graphics the illusion of being three dimensional. Created by Heritage Sign & Display, Inc., 344 Industrial Road, Nesquehoning, PA 18240.
PEPSI AQUAFINA GALVANIZED ICE BUCKET. This display allows food service retailers to provide an easy to use merchandiser and place refrigerated merchandise on-counter. The unit is easy to set-up and maintain. It accommodates chilled products with no additional cost for electric lines needed for many other refrigerated products. Created by New Dimensions Research Corp., 260 Spagnoli Road, Melville, NY ll747.
Budweiser NFL Team Mirrors
These units used screen printed mirrored glass with a washout area to display different NFL team lithos, thereby allowing a national P.O.P program to be targeted to specific geographical markets/NFL teams. The display includes a custom profile extruded frame and picture wire hanger. The mirrors increase brand awareness and create a direct connection between Budweiser and the various NFL teams/markets. The prominent Budweiser logo helps to make a connection in the consumer between the local NFL team and Budweiser beer. The Budweiser NFL Team Mirrors were created by Heritage Sign & Display, Inc., 344 Industrial Road, Nesquehoning, PA l8240.
Pepsi Turret Castle Display With Audio
This seasonal mega display was designed to attract attention during the Halloween Holiday Season. It included a full audio unit looping spooky sounds. The promotion provided 2,800 displays for this in-store retail promotion. The display was 3cp flexo printed to B flute corrugated along with a full-service audio. The Pepsi Turret Castle Display was created by Rapid Displays, 4300 W. 47th Street, Chicago, IL 60632-447ll6.
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