Trinity Oaks Displays Support Launch
The introduction of Trinity Oaks, the super-premium wine brand launched recently by Trinchero Family Estates, is being supported by innovative point-of-sale displays and a special events marketing program including wine tastings at concerts, art fairs, and street festivals.
At a suggested retail price of $10, Trinity Oaks is competing in the fastest-growing price segment of the wine business. “All signs point to Trinity Oaks being a major success,” said Terry Wheatley, has whole-heartedly embraced Trinity Oaks. This reflects the high quality of the wines and the packaging, as well as the powerful advertising and event marketing campaigns we've launched to support the brand, which represents a $10 million commitment."
Early Times Displays Support ‘Reel Time’ Promo
Early Times Old Style Kentucky Whisky is teaming up with Bass Pro Shops to offer consumers in some markets the chance to win a guided fishing trip with the off-premise promotion, “Reel Times.”
Early Times is offering consumers the chance to win a lightweight Flambeau tackle box and a land guided fishing trip for two to majestic Blue Bank Resort in the fishing heaven of Reelfoot Lake, Tennessee. A display unit featuring a heavy branded giant lure and the classic Early Times bottle decked in full fishing gear supports the promotion.
Aquafina Gondola Creates Brand Presence
The in-aisle section of the water category is at times difficult for consumers to locate. This Aquafina Bottled Water Gondola display system defines the category, a pioneering merchandising step in the bottled water category, with a system that retrofits into existing retail gondolas.
The Aquafina Gondola display system is comprised of Injection Molded Aisle Interrupter Blade Signs as well as an Extruded Header Sign. Each shelf is dressed out with extruded double channel shelf front extrusions that utilize injection molded shelf organizers. These enable dividing each shelf into dedicated product areas. All visible components are dressed out with 4/color litho printed tag stock. The Aisle Interrupters have Aquafina Mountain-Scape Headers. The display spans 48" wide, but can be set up for either 24" or 36" as well. The system has two aisle blade signs with vacuum formed caps modeled after the outline of the Aquafina mountain logo to capture consumer attention.
The Aquafina Gondola display system was produced for Pepsico Inc., by New Dimensions Research Corp. of Melville, NY.
Jack Daniel’s Launches Tailgate Party Promotion
Jack Daniel’s Tennessee Whiskey and Jack Daniel's Country Cocktails are kicking off the football season with the “Great American Tailgate Party” promotion.
The promotion features case cards, shelf talkers, stadium chairs, inflatable goal posts, helium blimps and the Great American Tailgate Guide for off-premise merchandising. A Great American Tailgate Guide will be available at the point of purchase and as an insert in the football preview issue of Sports Illustrated.
In addition, the Jack Daniel’s tailgate crew will be on the lookout for the best tailgating teams in major cities throughout the country. Two finalist teams will be selected to compete in the ultimate tailgate competition in New Orleans, January 2002. In a separate sweepstakes, four winners and their guests will take a trip aboard a luxury Jack Daniel’s tailgate bus to the tailgate competition.
Miller Lite Launches Super Bowl Tailgate Tour
As the official beer sponsor of Super Bowl XXXVI, Miller Lite has launched the Super Bowl Tailgate Tour on- and off-premise promotion.
Four guys, riding on the Miller Lite RV, will take a fantasy tailgate tour all the way to New Orleans in January. Making stops at various locations around the country, the RV will be available for promotional and sampling opportunities. Legal-age drinkers can join in the fun and win trips to the Super Bowl by entering the sweepstakes via entry forms found inside the Miller Lite NFL Guide, one of the most widely distributed annual football publications in the world, or on the Internet at MillerLite.com.
Merchandisers carry a cross-promotional coupon book that features Planter’s nuts, Banquet chicken wings, and Oscar Mayer hot dogs.
New Shiner Hefeweizen Brew Supported By P.O.P.
Spoetzl Brewery has introduced Shiner Hefeweizen, a classic unfiltered Bavarian-style wheat brew that delivers a rich, satisfying flavor. “Always pour Shiner Hefeweizen into a glass in order to properly rouse the yeast that lingers at the bottom of the bottle,” said Gary Hudman, Shiner Brand Manager. “We are telling people to ‘Pour yourself an out-of-bottle experience.’”
Shiner will support Shiner Hefeweizen with a full line of interactive and attention-grabbing point-of-sale materials including tackers, banners, table tents, and counter cards that encourage consumers to pour their own ‘out of bottle’ experience.
Sterling Promotions
Miller Brewing & MGM Run
Halloween Promotion
MGM Home Entertainment and Miller Brewing have joined forces for a Halloween promotion featuring MGM’s Halloween 2001 collection of more than 66 videos and DVDs and Miller Lite and Miller Genuine Draft.
The “Get Your Party Vamped” promotion allows consumers who purchase Miller Lite, Miller Genuine Draft or Miller Genuine Draft Light to purchase one of three selected MGM Halloween VHS titles for $3.99. Consumers also receive discounts on MGM Halloween titles through instant coupons placed on-pack of Miller products.
The promotion is handled by Los Angeles-based PBM Marketing Solutions for MGM and St. Louis-based Zipatoni for Miller. P.O.S. includes stand-ups, display cards and ceiling danglers.
“We sought an alliance timed to the Halloween season that would increase our distribution channels and provide impactful cross-promotional opportunities,” said Corie Tappin, Sr. V.P. Marketing, MGM Home Entertainment. “Combining the global recognition of Miller and MGM with the fun of Halloween allows us to entertain a wider group of consumers,” said Mario Austin, Brand Promotions Manager, Miller Brewing.
Study Finds Increased Sales For Brewers Using In-Store Base Wrap & Brand Signs
Newly issued results from the supermarket phase of the POPAI study, “In-Store Advertising Becomes A Measured Medium,” demonstrates the sales power of several different forms of P.O.P. advertising in support of beer products. Base wrap was found at 28% of all audited product displays and brand signs were found at 18% of all product displays. While base wrap generated a sales increase of 2.9%, brand signs propelled a 6.7% sales increase.
Even more effective was the utilization of multiple forms of P.O.P. advertising. When base wrap was in place at a product display, the addition of a brand sign yielded a total sales increase of 9%. The addition of a thematic sign generated a sales increase of 13%. Likewise, the addition of a branded shipper yielded a total sales increase of 17%.
Kendall-Jackson Debuts Wines From Italy
Kendall-Jackson has introduced the first Kendall-Jackson wines from Italy. They will appear under the Villa Arceno label in four offerings: Merlot, Syrah, Chianti Classico Riserva and Arguzzio. Kendall-Jackson Wine Estates bought Villa Arceno in 1994.
Ardbeg Whisky Debuts
Brown-Forman has introduced Ardbeg 17 Year Old, a fine malt with a hint of bourbon and a faint hint of tangy orange. Ardbeg is now available in four expressions: 10 Year Old, 17 Year Old, 1978 Vintage and Provenance.
DJ Graphics
ProPrint Services, Inc., creates dramatic ceiling breakthroughs that attract attention without utilizing any retail floorspace. The ceiling breakthroughs are a cost effective way to reach consumers at the point-of-purchase. For more information about ceiling breakthroughs, contact ProPrint Services, 5621 Finch Ave., #5, Toronto, Ont. Canada M1B 2T9 (Tel) 416-754-3028; (Fax) 416-754-3119; (Web) www.pop-online.com.
Fontana Candida Italian Wine Targets ‘Sex In The City’ Market
The Italian Wine Fontana Candida is positioning itself as THE wine for young adult women, noting research that shows women account for more than half of all wine drinkers and volume.
“We call it our ‘Sex In The City’ marketing approach,” said Mimi Zinniel, Research Director for Fontana Candida. “Women who enjoy Fontana Candida are confident, independent and in control. They appreciate quality and indulge in a sophisticated way of life.”
The Company’s research indicates that its target market of women under age 35 are more frequent wine buyers in stores and are more likely to drink imported wines. Targeted advertising will reflect the personality, sophistication and taste of Fontana Candida and its female consumers including magazine ads and point of sale items. Fontana Candida Italian Wines are marketed by Brown-Forman.
Pepsi Mall Tour Promotes Code Red
Pepsi-Cola & Simon Brand Ventures have launched a nationwide Code Red Simon Mall Tour. Mountain Dew Code Red is Mountain Dew’s first line extension since 1988.
Simon shoppers can visit special Code Red Lounges featuring flashing red lights, red bean bag chairs, larger than life Code Red bottles and a sound system playing the latest hip-hop hits. While relaxing in the lounge and enjoying free samples, shoppers can participate in interactive quiz games for prizes.
The Tour is part of a national marketing and vending alliance between Simon Brand Ventures and Pepsi-Cola.
Sutter Winery Launches ‘Sutter Home For Hope’
Sutter Home is making a major statement this Fall, with 3.2 million bottles of Sutter Home White Zinfandel sporting pink corks emblazoned with the pink ribbon symbol of breast cancer awareness and the slogan “Sutter Home For Hope.”
“The pink cork program was an idea that came out of Sutter Home’s national sponsorship of City of Hope’s Walk for Hope Against Breast Cancer,” said Terry Wheatley, Sr. V.P., Sales & Marketing for Sutter Home Winery. City of Hope is a cancer center in Los Angeles.
For two months, every bottle of Sutter Home White Zinfandel will bear a pink cork and bottle necker explaining how consumers can get involved in the fight against breast cancer. Consumers who send the necker back to Sutter Home will receive a City of Hope pink ribbon pin and information about how to do a breast self-exam.
Dr Pepper Runs ‘Pick Your Kick’ Promo
Dr Pepper plans to hand out up to $1 million to a contestant who can kick a field goal from the 30-yard line during halftime at the Dr Pepper Big 12 Championship Game, which will be nationally televised in December from Texas Stadium in Irving, TX.
The grand prize winner will be randomly selected to receive an all-expense paid trip for two to the Dr Pepper Big 12 Championship Game. The finalist will elect to kick from the 10-, 20- or 30-yard line. A field goal from the 30-yard line is worth $1 million, a field goal from the 20-yard line is worth $250,000, and a field goal from the 10 nets the finalist $50,000.
P.O.S. materials include shelf talkers, pole signs, static clings, and display spectaculars.
Upgrade To Evian” Promotion Offers Private Jet & $10,000
The grand prize winner of Evian Natural Spring Water’s “Upgrade To Evian” promotion wins the use of a private jet and $10,000.
“The winner can choose any special destination (up to$50,000) and fly with their friends for a one-of-a-kind travel experience,” said Sydney Taylor, Director of Brand Marketing for Evian.
Specially marked Evian labels with a numbered code underneath will be available on store shelves. By simply entering the code from the label at Evian's Web site, participants can instantly see if they’ve won and be entered into the grand prize drawing.
Hawaiian Punch Offers Musical Getaway
Hawaiian Punch is offering one consumer and five of their closest friends the opportunity to take a private jet to any two cities in the U.S. and attend two concert events of their choice as part of its “5 Friends, 2 Concerts, 1 Wild Weekend” promotion. The promotion gives consumers the chance to instantly win by looking under the caps of specially marked 20-ounce bottles of Hawaiian Punch or inside Hawaiian Punch 12-packs.
P.O.S. materials, include pole signs, shelf talkers and static clings.
Hood Runs High Flying Adventures Promo
HP Hood is giving 20 winners of the Hood High Flying Adventures online contest, a once-in-a-lifetime chance to climb aboard the Hood Airship and fly the skies of New England.
Touring with the Hood Airship is the new Hood “Blimp Mobile,” an on-ground, mini-Airship that distributes entry rules for the contest.
HP Hood markets dairy frozen desserts, and specialty food products.
SoBe & Xbox Partner
South Beach Beverage Co. has signed on with Microsoft as a marketing partner for the launch of the Microsoft Xbox video game system. SoBe is providing substantial grassroots marketing support, featuring the SoBe Love Bus tour, including 8 love buses traveling around the country to support the Xbox launch.
Renee Kasbar Coughlin, Sr. V.P., Marketing, said “Xbox and SoBe are about innovation and tapping into a youthful, edgy market in a very personalized way. We look forward to spreading the Xbox excitement using the SoBe grassroots network.”
A&W Runs 'Munster Home Theater' Promo
A&W Root Beer’s Halloween promotion this year features Universal Studios’ ‘The Munsters.’ The “Munster of a Home Theater”promotion will give consumers the chance to instantly win a 53-inch projection TV home theater system by looking under specially marked closures of 2-liter regular or diet A&W Root Beer bottles, or on game cards found in specially marked 12-packs.
The promotion will be supported with Halloween-themed point-of-sale materials, including pole signs, shelf talkers and static clings.
Display Technologies TechStoc™ Mini Visibility Slide displays Hansen's Energy Drinks on a three-wide shelf management slide and beverage organizer. The see-through, modular gravity feed slide track is designed with a front panel featuring bold four-color graphics for easy brand identification. The Mini-Visi-Slide was injection molded of polypropylene material and coated with a special silicone agent, enabling the slim cans to slide easily when gravity-fed. It is designed with open-front features and a unique ring design for total package visibility. 4500 units (750 cartons) were shipped to the CVS national drug store chain. (Hansen's has purchase approximately 20,000 units in the clear color, to-date.) For more information, contact Display Technologies, 11101 14th Avenue, College Point, NY 11356.
Heineken Inflatable Superbowl Trophy
This 30" inflatable is a replica of the Superbowl trophy designed with Heineken graphics. The objective of this promotion was to relate Heineken with the popular Superbowl viewing. The display was shipped deflated to dealers, who inflate it to a large display. Heineken was a popular choice for the thousands of viewers who viewed the Superbowl. The Heineken Infltable Superbowl Trophy was created by Alger Creations Inc., 91-31 Queens Blvd., Suite 610, Elmhurst, NY 11373.
"Joy of Pepsi" Twin Tower Display
This display is large in size and capacity. The showcasing columns allow for cross merchandising with other products. The unit features multi-vision technology (MVT), a high impact signage system that moves printed inserts electronically behind a lenticular lens, rotating four different messages. The display is powder coated steel with gravity feed shelves. The "Joy of Pepsi" Twin Tower Display was created by Display Creations, Inc., 1970 Industrial Park Road, Brookly, NY 11207.
Tecate Wooden Sign
This wooden sign was designed with a weathered look to resemble the top of an old packing crate bearing the message "Hecho en Mexico," a sales message used to reinforce Tecate's authentic Mexican origins. The overall design scheme was created to tie in with Tecate's authentic Mexican brand image by creating a rustic display to compliment the decor of theme restaurants and bars. The graphics are screen printed on distressed wood. The unit reinforces the client's brand image with a Mexican beach theme.
The look of the display helped it to gain placement in casual resort settings and theme bars. The Tecate Wooden Sign was created by Heritage Sign & Display, 344 Industrial Drive, P.O. Box 158, Nesquehoning, PA 18240.
A & W Inflatable Munster
A & W is using this inflatable Munster for its Halloween promotion. The figure is 84 inches high and easily blown up in the retail store. The standing figure is surrounded by A & W products to stimulate sales of the soft drink for Halloween. Inflatables of all shapes and sizes are available from Alvimar Manufacturing Co., Inc., 51-02 21st Street, Long Island City, NY 11101-5875.
Nantucket Nectors Floor Display
This display for Nantucket Nectors was engineered to hold and show over 200 bottles of the product. The unit features a colorful header to provide brand recognition. The five shelf unit showcases the product and provides support for the bottles. The Nantucked Nectors Floor Display was created by Coastal Woodworks, P.O. Box 137, Nobleboro, ME 04555.
Jim Beam Floorstand
This display was created to provide a permanent floor display that would appeal to young, non-traditional bourbon consumers. The display merchandises any mix of product sizes in a small footprint and is shoppable on three sides making the unit retailer and consumer friendly. The contemporary floorstand design uses a red and black color scheme incorporating a high tech aluminimum finish to replace the traditional "wood" bourbon display image. The Jim Beam Floorstand was created by Flair Display Inc., 3920 Merritt Avenue, Bronx, NY 10466.
Back to Top
To See previous issues of Creative Beverage click here
To See Previous Issues of Online Weekly in Creative's Archives, click here.
To See other Creative Online Newsletters click here
