Tanqueray No. TEN Debuts Spring Window Display
Schieffelin & Somerset Co., Inc. has introduced Tanqueray No. TEN, its newest super-premium entry into the white spirits market and is promoting it in retail liquor stores with a visually arresting composition that captures the essence of the brand. The unique, work-of-art window display was designed by New York-based LOT/EK architecture. The Springtime 2001 window display of lighting and frosted acrylic, highlights the subtle fruit essence that sets Tanqueray No. TEN gin apart from all others.
Across the country, liquor stores that share Tanqueray No. TEN’s style and image have been given the opportunity to showcase this piece in their display windows, drawing consumers into the store by its artistic and upscale nature. Each display is fitted to the specific measurements of each store window.
Maximum Impact, Inc. in New York, is the agency that produced and installed the displays in the retail store windows.
Valerie Haskell, President of Maximum Impact, said, “Often, retail store windows are crowded with many brands of an item, leaving a cluttered image in the consumers mind’s eye. We have developed a way to break through that clutter and grab the attention of consumers and passers-by at the retail store level.”
Ed Beisler, Director of Maximum Impact, added, “Our turnkey operaton offers a brand the perfect selling and image building environment in a new, unexpected and controlled space which can be duplicated throughout the country.”
Great Australian Barbecue Cookoff Promo Is Launched
Jacob’s Creek and Wyndham Estate wines have launched the Great Australian Barbecue Cookoff promotion to promote the enjoyment of barbecue and wine, while increasing brand awareness.
The off-premise part of the Great Australian Barbecue Cookoff invites consumers to enter their favorite barbecue recipes matched with one of the wines for a chance to win a trip to Australia and a grandprize of a new Subaru Outback Sport. The on-premise part invites chefs at participating restaurants to prepare a special menu item to be matched with a Jacob’s Creek or Wyndham Estate wine. Donations will be made to a national charity in the name of the winning chefs.
“Jacob’s Creek and Wyndham Estate wines wants to continue to build on last year’s success with the launch of a $1 million on- and off-premise integrated marketing campaign,” said Roberta Perillo, Sr. Brand Manager for Austin, Nichols & Co.
The Great Australian Barbecue Cookoff point-of-sale materials were designed by CCM of NYC.
Spring Sales Blossom With Kendall-Jackson’s Displays
Kendall-Jackson Wine Estates, Ltd., Santa Rosa, CA, is using fresh springtime images to add consumer appeal to its versatile displays.
The spring mass structure and case card show Kendall-Jackson wines delivering a special accent for all springtime holidays.
A well-designed, free guide to festive Springtime entertaining is a value-added feature to Kendall-Jackson’s spring displays.
In selected areas, a Necker-Coupon offers a discount on a purchase of pork along with a special pork recipe, which helped to generate incremental sales over the Easter selling season.
Guinness/Bass Feature Oversized Replicas
Halo Marketing used these Guinness/Bass oversized product replicas as promotional vehicles. The units were stuffed with golf balls to be used on-premise to increase brand recognition. The promotion had on-premise beer drinkers guessing the number of golf balls in each oversized replica, which were then used as tip banks after the promotion.
The Guinness/Bass oversized product replicas were produced by Display Products NA Inc., Yaphank, NY.
Glenmorangie Launches In-Store Promotion
Glenmorangie Single Highland Malt Scotch Whisky has launched an off-premise promotion to educate consumers about the premium single malt’s many distinctive characteristics and encourages connoisseurs to discover their personal favorite.
Merchandising elements provide single malt fans with detailed information about the unique qualities that define Glenmorangie single malts. Featuring all six Glenmorangie products, the solid wood shelf saver will definitely stop traffic. The piece comes with 25 fact-filled barrelhead inserts that describe each brand and the time-honored distilling process. The three-case display is constructed of solid wood with a vinyl top resembling the swan-neck copper pot stills at the Glenmorangie distillery.
Glenmorangie Single Highland Malt Scotch Whisky is a brand of Brown-Forman Beverages Worldwide.
E & J Gallo Wild Vince Bottle Promotion
E & J Gallo Winery is using these 38” high distortion printed bottles to promote its Wild Vines Raspberry Zinfandel in liquor stores and liquor departments of grocery stores.
The bottles were vacuum formed in 2 parts and shipped assembled direct to stores and distributors. They were printed 9 colors both first surface and second surface for effects of recreating the look of the actual Raspberry Wild Vine Zinfandel.
The Wild Vines Raspberry Zinfandel promotional bottles were produced for E & J Gallo Winery by Joliet Pattern, Inc., Joliet, Illinois.
Smirnoff Ice Lighted Mirror Launches Malt Beverage
The Sterling-Rice Group required a versatile lighted mirror to help launch Smirnoff’s new malt beverage in both upscale on- and off-premise outlets. It is designed to build brand identity for the new product by associating it with the familiar Smirnoff Vodka logo.
The use of the polychromatic hologram material behind the frosted etch logo of this lighted mirror produces a shifting, rainbow color effect similar to light being refracted through ice. This look was used to enhance the Smirnoff logo in keeping with the ice motif of the mirror. This lighted mirror with its shifting color effects provides excellent visibility to help build brand identity in new markets.
The Smirnoff Ice Lighted Mirror was created by Heritage Sign & Display, Nesquehoning, PA.
Coca-Cola & P&G Announce New Venture
Coca-Cola Co. and Procter & Gamble have formed a stand-alone enterprise focused on marketing innovative juices, juice-based beverages and snacks on a global basis. The new company combines Coca-Cola’s worldwide distribution, merchandising and marketing prowess and P&G’s research and development capabilities.
Don Short, a 24-year Coca-Cola veteran, named CEO of the new company, said, “We will combine global brands, tremendous talent from both companies, a dynamic mindset that will infuse our products, an entrepreneurial corporate culture, and best-in-class innovation, marketing and distribution capabilities to meet consumer needs.”
Coca-Cola To Market Disney-Branded Beverages
Walt Disney and Coca-Cola will market nutritious children’s beverages globally under the Disney brand. The first product launched will be juices and juice drinks from The Minute Maid Co., an operating group of Coca-Cola. The first beverage to enter the market, “Mickey’s X-treme Coolers,” is a vitamin-fortified juice drink available in single-serve pouches and multi-serve plastic bottles.
Reebok & Clearly Canadian Launch Water Beverage
Reebok and Clearly Canadian have launched Reebok Fitness Water, an enhanced water beverage featuring essential vitamins, minerals and electrolytes. Reebok Fitness Water will compete in the $9.6 billion Alternative Beverage category, and will help pioneer a new concept: enhanced water beverages.
“Marketing this new enhanced water beverage with Reebok provides us a competitive advantage as we draw upon Reebok’s leadership in the fitness industry,” said Douglas Mason, President, Clearly Canadian Beverage Corp.
“Reebok Fitness Water meets our ongoing business objective to extend the Reebok brand into new lifestyle opportunities that meet the needs of our sport and fitness consumers,” said Jay Margolis, President, specialty business group for Reebok..
OdwallaMilk Debuts
Odwalla, Inc., the super-premium juice company, is introducing OdwallaMilk, a creamy blend of organic soy, basmati rice and oat milks that have been combined to create a healthful dairy-free beverage. Odwalla reports that soy beverages grew 97% in U.S. grocery outlets from one year ago, and refrigerated dairy-free products exploded to more than 600% growth.
Minute Maid Launches Simply Orange
Minute Maid has launched Simply Orange, a not from concentrate orange juice. Positioned to be a premium player in the chilled orange juice category, Simply Orange comes in a unique, clear carafe that seals in freshness. Available in Original (pulp-free), Calcium Fortified (pulp-free) and Grove Made (high pulp) varieties, Simply Orange will be the only product carrying the Simply Orange Juice Company name.
Sun Soy Launches Coffee-Flavored Soymilk
Morningstar Foods has launched Sun Soy Coffee Latte, a coffee-flavored soy milk. “Coffee flavors are very popular with consumers right now and allow brands to attract a wide range of consumers,” said Toby Purdy, Sr. V.P., Marketing, Morningstar.
Canandaigua Unveils K
Canandaigua Wine Co., has introduced K, an alcoholic hard cider made with apples from the English countryside. Rob Vlosky, K Brand Director, said, “Historically, cider has been positioned to male pub drinkers aged 35-45, but our research indicates that K appeals to younger consumers.”
K’s introduction will be supported with product sampling at regional fairs and a national music tour.
Budweiser To Run ‘True Summer’ Promo
Budweiser and Bud Light announced that supermodel Elsa Benitez will serve as spokesperson for the Bud Family “True Summer” 2001 program. Benitez will be featured on “True Summer” 2001 promotional point-of-sale items.
Three summer holiday promotions: “Dive In” (Memorial Day), “Red, White and True” (July 4th) and “Last Call” (Labor Day); offer unique display opportunities. Stand-up displays, imprintable banners and cooler toppers feature Benitez and “True Summer” imagery.
Take-one booklets, titled “Your Guide to True Summer,” highlight great prizes including MP3 digital music players, barbecue grills, vacations at Anheuser-Busch’s new themepark in Orlando, Discovery Cove, and tickets to a Budweiser end-of-summer “Last Call” party.
Dan McHugh, Director, Retail Sales Promotion, Anheuser-Busch, said, “Instant win cans and bottles will be available throughout the summer.”
IBC Root Beer Runs ‘Take It To The House’
This summer, one lucky IBC Root Beer consumer will get a five-year reprieve from mortgage payments as the grand prize in IBC’s “Take It To The House” promotion.
Consumers can enter to win the mortgage relief and other prizes such as Mitsubishi HDTV Home Theater Systems, 50-inch projection televisions and DVD players by sending an entry form found on specially marked 6-packs of IBC Root Beer.
Pete’s Wicked Brews Teams With Playboy
Pete’s Wicked Brews and Playboy are inviting retailers to “Score Wicked Sales with Pete’s Summer Brew.” The promotion features a sweepstakes in which Playboy Playmate of the Month, Miss May 2001, will accompany one winner and a friend on a two-day trip to the ballpark of their choice for a day of baseball and an evening of partying.
A full roster of P.O.S. items, include standees of Crista Nicole, Miss May 2001, case cards, banners, posters, static clings, and sweepstakes tear pads.
Dr Pepper & Kingsford Run Grilling Promo.
Dr Pepper and Kingsford have launched a joint promotion.
Consumers will receive a coupon for a free 2-liter bottle of any Dr Pepper product with the purchase of one 8-pound or larger bag of Kingsford Charcoal. In addition, consumers will receive a free 8-ounce bottle of Hidden Valley Salad Dressing with the minimum $5 purchase of fresh chicken and one 16-ounce or larger bottle of KC Masterpiece Marinade.
“Dr Pepper is a natural fit with great brands such as Kingsford, Hidden Valley and KC Masterpiece,” said Scott Evans, Dr Pepper Associate Promotions Manager.
P.o.s. materials include pole toppers and shelf talkers.
Miller Offers ‘Get The Goods’ Promo
Consumers will get a chance to “Get The Goods,” during Miller’s summer promotion. The on- and off-premise promotion enables consumers to find cards containing codes inside specially identified packages of Miller Lite and Miller Genuine Draft. Codes can be used to enter a sweepstakes for selected prizes via 1-866-BUY-LITE. Codes may also be used at Millerlite.com.
P.o.s. materials include posters, case cards, base wrap and danglers.
Tropicana ‘Pure Tour’
Tropicana is conducting a year-long cross-country “Pure Tour” promotion to celebrate a company milestone of 300 billion oranges squeezed.
The Tour features a fleet of five Volkswagen Beetles painted and retrofitted to resemble the familiar Straw-In-Orange icon of Tropicana’s Pure Premium orange juice launch. The Tour will visit more than 40 states across the country stopping at more than 1,300 local community events including marathons, sporting events, festivals and shopping areas. Families can win free prizes as the “Tropi-cannon” — the straw mounted atop the VW bugs — launches toys and t-shirts to the crowds.
Cutty Sark Runs Ultimate Guy Road Trip
Skyy Spirits has launched the Cutty Sark Ultimate Guy Road Trip Sweepstakes, offering the chance to win the rock n’ roll experience of a lifetime. One winner and three of his friends will cruise from Las Vegas to San Diego in their own tour bus. The bus is “wrapped” in a Cutty Sark logo, featuring a Cutty Girl from the brand’s ad campaign
Entry forms are available at special Road Trip displays.
Hard Rock Cafe & Lipton Launch ‘Cool Music Meal Deal’
Hard Rock Cafe has partnered with Lipton Brisk Iced Tea to bring guests a “Cool Music Meal Deal.” Visitors at all U.S. Hard Rock Cafe’s are eligible to receive a free collector’s pin simply by ordering a Lipton Brisk Raspberry Iced Tea, an entree and dessert.
There are four “claymation artist pins” modeled after the celebrities who appear in the Brisk commercial “Jailhouse Rock,” including Elvis, James Brown, Willie Nelson and Coolio. This is the first time Hard Rock has featured an artist likeness on a collectible pin.
Coffee-mate Runs Contest With Linens ‘N Things
To promote a packaging makeover, Nestle’s Carnation Coffee-mate non-dairy creamer has partnered with national retailer, Linens ‘N Things, to launch the “Redecorate with Coffee-mate” Contest. Coffee drinkers will have the opportunity to transform their favorite coffee-drinking spot in their home with a redecorating makeover. Over $38,000 in prizes will be awarded to 17 winners.
“In addition to making Coffee-mate easier to use, we also wanted to make it easier for consumers to enhance their overall coffee-drinking experience,” said Terri Haywood, Communications Manager for Nestle USA Beverage Division.
Evian Nomad Rack. This display merchandises the promotional line of Nomad bottles of Evian Water. It features a curved profile that resembles the contour and colors of the new Nomad promotional bottle. The wire rack is white powder coated with peg hooks to hang the bottles. A colorful cardboard header resembles the color and shape of the unique blue bottle top. The wire rack hold 64 24 ounce Evian bottles and also accommodates .75 liter bottles. Created by Display Technologies, 111-01 14th Avenue, College Point, NY 11356. SILVER AWARD.
Pepsi/Frito-Lay Millennium Merchandiser. This display was designed to cross merchandise in a new market for Pepsi/Frito-Lay products and was part of Pepsi's overall “Power of One Initiative.” The display had to look upscale and be accepted into all types of corporate cafeteria and food service environments. It also had to hold a significant amount of product. The unit supplements fountain sales by providing a faster alternative to food service consumers. Created by New Dimensions Research Corporation, 260 Spagnoli Road, Melville, NY 11747. BRONZE AWARD.
SoBe Adrenaline Rush Counter Merchandiser. This display was designed to generate immediate sales in convenience stores. The inexpensive but good-looking counter display is molded form polyetheylene so that it can withstand the effects of filling it with ice. The unit was received enthusiastically by SoBe's sales force, distributors and convenience stores. It is one of several elements in a comprehensive package. Created by Joliet Pattern, Inc., 508 Pasadena Avenue, Crest Hill, IL 60435. BRONZE AWARD.
Miller Giant Bottle Iceman. This display for Miller Lite was molded as an exact replica of the beer bottle and holds bottles of Miller Lite on ice for off the shelf selection. The size and construction of the Miller Giant Bottle create immediate attention and impact for the brand in the store and is designed to spur impulse sales of the brand. Created by Paul Flum Ideas, Inc., 11100 Linpage Place, St. Louis, MO 63132. BRONZE AWARD.
Lipton Iced Tea Brewer Inflatable
The Lipton sales team had to determine how to demonstrate a large Iced Tea Brewer and they asked Alvimar to develop a "true-to-size" replica of the exact product with all of the features of the real brewing machine. This Iced Tea Brewer replica inflated in minutes, was easy to transport to the various accounts, and could be placed in the store to simulate the actual machine so that the customer could see how compact the unit was and how small a space it actually took up. For more information on promotional POP inflatables, contact Alvimar Manufacturing Co., 51-02 21st Street, Long Island City, New York, 11101-5875.
Heineken Inflatable Superbowl Trophy
This point-of-purchase inflatable is a 30" replica of the Superbowl trophy designed with Heineken graphics. The promotion objective was to relate Heineken with the very popular superbowl viewing. The unit was shipped deflated to the dealers, who inflate it to a large display. As always, Heineken was a popular choice for the many thousands of viewers that made that choice when viewing the Superbowl. For more information, contact Alger Creations Inc., 91-31 Queens Blvd., Suite 610, Elmhurst, NY 11373.
Coca Cola Interactive Games Inflatables
Inflatables were used for Coca Cola interactive games of Ring Toss, at Walmart Grand Openings and special event marketing. The inflatable raised brand awareness and promoted sales. Retail support for the events resulted in better in-store positioning and stronger customer loyalty. For more information on Interactive Game Inflatables, Contact Interactive Inflatables, 8430 Production Avenue, San Diego, CA 92121.
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