Jim Beam Launches Hispanic Marketing Campaign
Jim Beam Brands Co. is launching its first U.S. Hispanic marketing campaign, which will include a combination of print, radio and outdoor advertising, point-of-sale and on-premise promotions, tailored for different Hispanic consumers in cities across the country.
While Jim Beam Brands Co. markets its products in more than 160 countries, this is the first time the company has marketed specifically to the Hispanic community in the U.S.
“We are customizing our ads and promotions to reflect the diverse Hispanic population in the U.S.,” said Carl Larsen, Director, Global Brand Development. “The Jim Beam campaign communicates our understanding of Hispanics’ lifestyles and distinct regional differences.”
Corona Runs ‘Baila al Ritmo de Corona’ Promotion
Corona Extra is being promoted in The Gambrinus Co.’s “Baila al Ritmo de Corona” (Dance to the Rhythm of Corona) Hispanic-market promotion.
Corona is offering consumers the chance to win an all-expenses paid trip to New York City and tickets to Corona’s end-of-summer blowout concert at New York's Manhattan Center.
The promotion includes on- and off-premise support including an off-premise display with a tear-pad for consumers to enter the New York City Corona Concert sweepstakes.
“We’ve wrapped sizzling summer, cool Corona, the hottest Latin music talent, heavy Spanish-language radio support and one of the world’s most dynamic and increasingly Latin cities into Baila al Ritmo de Corona,” said Don Mann, Modelo Products Director, Gambrinus Company, which imports Corona Extra from Mexico.
Wild Turkey Mass Display Provides Brand Presence
This Wild Turkey Mass Display provides a massive presence for the brand in club stores and large liquor retailers.
It is solidly constructed from a 4’x4’ wood framework, powder coated metal and wood roof shingles.
The display was produced for Wild Turkey by Acrylic Designs Inc., a point-of-purchase display company located in Springfield, Vermont.
Fiji Water Display Creates Tropical Waterfall Diorama
Fiji Water LLC has achieved wide product recognition with its unique packaging, featuring a transparent bottle with waterfall graphics on the inside of the back of the bottle. The Company required an inexpensive display that echoed its distinctive bottle.
NYSCO Products LLC, a point-of-purchase display firm located in the Bronx, NY, produced this modular stock shelf merchandiser with transparent quarter-round extruded front panels.
Shelf graphics are seen through the panel, creating a tropical waterfall diorama. The merchandiser was widely accepted at retail achieving further market penetration.
Case Stacker Promotes Captain Morgan Gold
Diageo is using this promotional case stacker to promote its new Captain Morgan Gold ready-to-drink (RTD) premium malt beverage. Captain Morgan Gold has a crisp taste inspired by the Captain Morgan Original Spiced Rum brand.
Extensive in-store displaysupport is part of the comprehensive $65 million introductory campaign for the beverage.
This display was created for Captain Morgan Gold by Marin’s U.S.A., a p.o.p. display firm based in Norwalk, CT. Marin’s specializes in creating promotional displays that are easy to assemble in-store.
Corona Distributes ‘Time Out’ Signage
Corona recently provided dealers with versatile p.o.p. signage identifying Corona as “Official Sponsor of the Time Out.” The sign is 4 color process litho laminated to 24 point SBS.
The 3-sided sign is used in place of a one-sided pole sign, providing greater visibility. It is very easy to set-up as panels are pre-attached in two corners. The bold striped referee graphics tie strongly into the football time-out theme.
This display was created for Corona by Great Northern Corp. of Racine, WI.
Heineken & Nintendo Run Football-Themed Promo.
Heineken USA has teamed up with Nintendo of America for “Football Action at Your Fingertips,” a new consumer promotion based on the trend of enjoying football-themed activities at home.
The fall promotion offers consumers the chance to win Nintendo Video Game Cubes with an online sweepstakes and features two video gaming parties, to be held in New York and Atlanta.
“All of us at Heineken are excited about partnering with Nintendo,” said Scott Hunter-Smith, Brand Manager at Heineken USA.” “In recent months, more and more Heineken consumers are choosing to stay home, get together with friends and play video games-a perfect occasion to enjoy Heineken.”
Contemporary POS will feature the sweepstakes and encourage consumers to pick up Heineken for their next sports at-home occasion.
Beverages Dominate List of Fastest-Growing Food And Beverage Products
Three of the five fastest growing Food and Beverage categories in the global marketplace were beverages in 2001, led by Prepared Alcoholic Beverages, according to a study released by ACNielsen. Water and Drinkable Yogurts also made the top five. Out of more than 90 categories reviewed, only nine grew by 10% or more in 2001.
“There has been quite a bit of innovation lately, particularly in the beverage sector,” said Jane Perrin, ACNielsen Managing Director of Global Services and the sponsor of the study, “What’s Hot Around The Globe-Insights on Growth in Food and Beverages.” “When we looked around the world, despite all of the cultural differences that one would expect, certain types of products resonate with global consumers-products that are healthy, convenient and provide some excitement and innovation to their lives.”
In the Prepared Alcoholic Beverages category, products such as “malternatives” and spirit-based mixed bottle drinks drove growth. Prepared Alcoholic Beverages grew by more than 30%. Illustrative of the convenience trend is the double-digit growth seen in categories such as Ready-to-Eat Refrigerated Meals and Meal Makers and Refrigerated Pre-Packaged Salads-convenience products designed to make meal preparation easier for today’s busy lifestyles. In a time when consumers are more conscious about food-related safety, products such as bottled Water and Frozen Meat and Poultry have shown strong growth.
Since the “hottest” growth categories were generally the smaller categories, ACNielsen also examined those categories that showed the largest absolute growth in 2001. Eight categories grew by more than $1 billion and had growth of at least 5% in 2001. Much like the “fastest” growth list, beverages dominated the eight “largest” growth categories. Five of the eight categories (62%) were beverages. Beer was the largest growing category, with an increase in sales of $3 billion in 2001, representing a growth rate of 5%. Water was the only category to appear on both the “fastest” and “largest” lists.
Alcoholic Beverages & ‘Twentysomethings’
As demonstrated by the success of “malternatives,” new products are one key to reaching “twentysomething” consumers in the beer, wine and spirits industry, according to a new survey released by Information Resources Inc. IRI found that malternatives have been particularly successful in penetrating the young adult (aged 21-29) segment, which is entering a significant growth period as “echo boomers” mature.
Ed Kuehnle, President of IRI, said, “Young adults are more interested than other groups in trying new alcoholic beverage products. But to reach these consumers, it is critical to take their unique purchase patterns into account. For example, they are more likely to purchase alcoholic beverages for immediate consumption and are more likely to be driven by mood.”
According to Kuehnle, new types of alcoholic beverages should be aggressively promoted on-premise. In off-premise locations, new products targeted to the young adult market should have single serve distribution.
Active Lifestyles Of Beer/Wine Drinkers Offer Promotional Opportunities
Just as aficionados of a particular sport or entertainment activity have their own slang and style of dress, they also have special-sometimes surprising-preferences for distinct categories of beer or wine, according to the latest study by Scarborough Research.
The study found that those who engage in Xtreme sports are 107% more likely to drink imported beer than the average person. Golfers and hunters show a clear preference for domestic light beer. On the other hand, the study reveals that wine drinkers engage in a wide variety of sports and entertainment activities, not just the fine-arts-related pastimes that stereotypes suggest.
Comedy club goers are more willing than the norm to spring for higher-priced beverages such as champagne, and imported beer; CART racing events attendees enjoy domestic regular beer and imported beer, but are even bigger fans of champagne or sparkling wine. Snow skiers are ranked “king of the hill” when it comes to higher-priced beers and wines.
“For beer and wine advertisers, these findings suggest that targeted promotional opportunities abound, although they may occur in some unlikely places,” said Alisa Joseph, V.P., Director of Sales, Arbitron Inc.
Simon Malls Help Pepsi Launch New Products
Simon Brand Ventures teamed with Pepsi-Cola to bring three of Pepsi’s newest products, Pepsi Twist, Mr. Green and Pepsi Blue, to Simon malls this summer. The promotion included sampling lounges, interactive games and prizes.
“Simon’s national network of malls presents Pepsi with a powerful marketing channel to reach teens on the local level,” said Drew Sheinman, President, Simon Brand Ventures. Dave Burwick, Sr. V.P. Marketing, Pepsi, said the malls help Pepsi “generate awareness of new products and interact with thousands of shoppers.”
This promotion was conducted by Action Marketing Group of Boulder, CO.
Coca-Cola Offering Digital P.O.P. Solution
Coca-Cola Fountain and EMN8 (Enterprise Media Networks) have announced an alliance to bring digital media point-of-purchase solutions to the Quick Service Restaurant (QSR) industry.
The EMN8 technology enables QSR customers to place orders at futuristic p.o.p. terminals that incorporate touch-screen ordering in a real-time, interactive, entertaining audio and video environment. The technology allows consumers to conduct transactions in multiple languages.
“Innovation is one avenue in which Coca-Cola Fountain expands our full-service partnership with restaurant customers," said Eric McCarthey, Coca-Cola Fountain Sr. V.P., Sales and Marketing.
Finlandia Vodka Promotion Heads For The Tropics
Finlandia Vodka has launched a new on- and off-premise promotion featuring delicious mixed drinks and a once-in-a-lifetime sweepstakes offer for a trip to the tropics.
Teaming up with Ocean Spray and Windjammer Barefoot Cruises, Finlandia is offering consumers a chance to win a cruise-trip for two to the Caribbean.
In-store sweepstakes tear pads and entry boxes support the promotion. Other items include Ocean Spray Cranberry juice co-packs and recipes for refreshing Seabreeze cocktails.
Heileman Runs ‘Outdoors In Style’ Promo.
Heileman Brewing Company is promoting the 100th Anniversary of Old Style beer this summer by conducting the “Outdoors In Style” Log Cabin Giveaway program.
The promotion gives consumers the chance to win a log cabin kit, a rolling cooler and sling back chair.
Point-of-sale materials supporting the promotion include an inflatable cabin, a rolling cooler, a sling chair and an easel card.
Kemper Soda Promo. Cruises Into California
The Thomas Kemper Soda Co is inviting California consumers to greet the Thomas Kemper Soda Cruiser, a customized vehicle offering the ultimate draft soda experience. While sampling, consumers will have the opportunity to win a year's supply of soda.
The Company is looking to accelerate its growth in California specifically through awareness and trial via the sampling tour. “Sampling is definitely the key to growth for the brand,” said Amy Hoins, Director of Marketing for Kemper Soda Co.
Sterling Promotions
Miller Sponsors 'The Rellim Tour'
Miller Brewing is sponsoring “The Rellim Tour-A View From The Inside,” a cross-country music tour.
The Rellim Tour provides music enthusiasts the unique opportunity to see emerging acts in small, intimate “backstage” settings.
Coca-Cola Ticket Tank Travels To Events
The Coca-Cola Co. recently unveiled the Coca-Cola Ticket Tank, a 14-foot curved bottle with a high-powered floor fan that will travel to concerts, sporting events and stores. Consumers stand inside and grab for gift certificates for Coke products, concert tickets, and other prizes blown around by the fan.
The Tank made its debut at Atlanta’s Music Midtown Festival and will tour venues owned by marketing partner Clear Channel Entertainment, which devised the Tank project for Coca-Cola. CMI, a promotion agency owned by Clear Channel Entertainment, executes the program.
Labatt Blue Runs Outfitters Tour
Labatt Blue’s Outfitters Tour, complete with a Canadian-style Labatt Blue Lodge, is traveling to the hottest outdoor events and festivals in the U.S. The Labatt Blue Lodge, a self-contained 40’ trailer, features a full-size bar, an indoor fireplace, and TV’s with satellite access to top sporting events.
Using an interactive kiosk, the Outfitters Tour staff will sign up customers to receive a Labatt Blue Card. The Card features member benefits, Blue Bonus items and specials available only to card holders.
The kiosk also offers “digital postcard” capabilities so Lodge visitors can pose for a picture and email it to friends and family.
Beck’s Beer Launches $10 Million Sweepstakes
Beck’s Beer’s “Putt & Win” sweepstakes, offered consumers the opportunity to sink a 65 ft. putt for $10 million. Entry forms were available at supermarkets, bars, and restaurants.
Four regional winners advanced to the finals in Lake Tahoe, Nevada where they competed in a putt-off, with the winner going for the final putt for up to $10 million, which was broadcast on NBC at the Annual American Century Celebrity Golf Championship. Beck’s is the official beer of the Celebrity Golf Championship.
Seven Peaks Winery Uses Talker Pocket Literature Holder
Seven Peaks Winery is using this Talker Pocket™ literature holder to set its Cabernet Sauvignon wine apart from other products.
The Talker Pocket literature holder displays an appetizing serving suggestion illustration with a recipe where Seven Peaks Cabernet is merchandised, whether it’s on the store shelf, in a rack or case. The Talker Pocket is hot stamped with the Seven Peaks winery logo.
The Talker Pocket is manufactured by Talker Pocket Corp., Novato, CA.
Southern Comfort Runs Oasis Promotion
Brown Forman’s Southern Comfort is conducting its tropical Southern Oasis On- and Off-premise promotion featuring tropics-tasting drinks.
Off-premise materials included Southern Comfort-logoed beach umbrellas, posters, pennant streamers and case cards. Retail outlets could be decorated Oasis-style with palm tree pole units, pink flamingos and summer streetlights.
On-premise, palm tree party lights and summer mix CDs as well as posters, table tents and banners helped to create an island setting.
Pete’s Wicked Ale Summer Promotion Highlights Nightlife
Pete’s Wicked Ale Summer Promotion Highlights Nightlife
Pete’s Brewing tempted consumers to “Live The Wicked Nightlife,” with a summer promotion. An array of engaging point-of-sale materials included counter cards, table tents, and banners. Pete’s also created a Wicked Night Light stand that’s offered as an on-display consumer offer.
Pete’s is also sending a grand prize winner and three friends to Las Vegas for a Wicked Weekend at the Palms Casino Resort. Consumers can enter via a display tear pad.
DJ Graphics
Banfi Vintners Concha Y Toro Back Bar Glorifier
Banfi Vintners is showcasing Concha y Toro red and white wines with this uniquely designed back bar glorifier.The back bar glorifier is fabricated of brushed silver acrylic routed and heat bent to form opposite angles for the bottles (red and white). The Concha y Toro logo is routed and silk screened. The Concha y Toro back bar glorifier was produced by Flair Inc., 3920 Merit Avenue, Bronx, NY, 10466.
Miller High Life "Bouncing Ball" Lighted Sign
Miller Brewing wanted a piece that evoked memories of P.O.P. sign designs from the 1950's, to appeal to a more mature demographic. This unique, UL approved sign uses a welded aluminum frame with angled corners in a "bow-tie shape to reinforce the graphic of the classic Miller High Life "bow-tie" logo. Artwork features Miller bottles in an old-time galvanized ice bucket, with several colors of "balls" which appear to bounce out of it. This effect is accomplished with a motorized belt with screen printed lines of various colors which scroll behind a series of clear arches on the face. Costs are kept down by using a vacuum formed styrene back with a fluorescent light fixture. The Miller High Life "Bouncing Ball" Lighted Sign was created by Heritage Sign & Display, 344 Industrial Road, Nesquehoning, PA 18240.
Moldrite Products
Inflatable "Sour Apple Pucker Bottle"
DeKuyper Pucker wanted to reach the consumer while at targeted bars and dance clubs in ten major markets across the country. They created the "2003 Pucker Posse Party", a promotion which featured inflatable bottles, brightly colored and sizeable in scale, which were extremely light in weight and collapsed down to a fraction of their inflated size. This resulted in versatility in placement throughout accounts and a "never before seen" decrease in shipping costs. The inflatable "Sour Apple Pucker Bottle" was created by The Inflatable Marketplace, 1810 Gillespie Way, Suite 202, El Cajon, CA 92020
Macallan Permanent Floor Display
This floor display features a clear acrylic Lock Box. The display holds 2 ½ cases of 12 year old and super premiums which are featured in the lock box. The unit occupies 20" of floor space. The shelves feature the look of sherry oak casks in which the Macallan is exclusively matured. The display was designed to secure valuable floor space in key volume accounts to get additional cases of product in high traffic locations. The display exposed the entire range of Macallan products including the more expensive and profitable super premium bottles featured in the Lock Box. The display as been well received by both the Macallan distributors and their sales staff as well as retailers. The Macallan Permanent Floor Display was designed by Markson Rosenthal and manufactured by Brinker Displays, 545 North Arlington Avenue, East Orange, NJ 07017.
Pepsi TriAd® 3-Message Display
TriAd® is a dynamic range of prismatic 3-message displays available in a wide variety of sizes and finishes. Three messages are displayed in sequence. The intriguing "wave" transitions captivate viewers who often view the sequence repeatedly. Prisms are extruded aluminum, providing optimum strength and straightness and feature clear plastic corner channels, which allow graphic strips to be easily inserted without the use of adhesives. The Pepsi TriAd® 3-Messge Display was created by Clearr Corporation, 6325 Sandburg Road, Minneapolis, MN 55427.
Pepsi - Doritos Cross Promotion
This Pepsi - Doritos Cross Promotion featured an innovative P.O.P. display called a Ceiling Breakthrough. With Floor space at a premium, the ceiling breakthrough achieved placement in difficult to obtain space in c-stores. The display may be viewed from either side to reinforce the break-through idea. This piece is popular with retailers as it promotes two leading brands, helping to drive sales. This was one of several programs which included cling vinyl, wobblers, posters and sell sheets. The Pepsi -Doritos Cross Promotion was created by Proprint Services Inc., 5621 Avenue East, Ste. 5, Toronto, Ontario, Canada M1B 2T9.
T.J. Cinnamons Mocha Beverage Inflatable
This inflatable features artwork and construction to create a product replica that is so realistic it makes one want a nice cold Mocha Chill Drink. The inflatable is being used as a point of sale display as well as a premium. The T.J. Cinnamons Mocha Beverage Inflatable was created by Sterling Promotional Corp., 3010 Westchester Avenue, Purchase, NY 10577.
Corona Shape Light
This display was created for Barton Beers. It is a compact lighting unit which brightens the distortion printed display while keeping its depth to a minimum. The display is a compact, high output lighting fixture. The Corona Shape Light was created by Palmer Promotional Products, 23001 West Industrial Drive, St. Clair Shores, Michigan 48080.
NYSCO Products LLC, used this stock display to create a premium looking free standing floor display which introduced a new premium water for The Snapple Beverage Group. The Snapple display was created by molding shelves in transparent cobalt blue plastic and supporting them with water-clear extruded tubes. Brand identity was achieved with an embossed and hot-stamped "Elements" logo on each shelf and a colorful two-sided header on a clear pole. This display may be shopped from all sides and the consumer is attracted to the display by its unique shape and striking color scheme. For more information, contact NYSCO Product LLC, 2350 Lafayette Avenue, Bronx, NY 10473.
Proprint Services Inc. offers Base Wrap in Continuous rolls, printed on card or poly stock. Shown is a unique piece for Aquafina which was printed two sided and die cut with a prefer 10 pt. Stock. It was printed and die cut in line, one pass, full 4 color process with a UV coating on both sides. The basewrap was 12" in height with a 24" repeat and length of 25' for a quantity run of 3,100 rolls. Base Wrap is excellent for indoor use around displays and is water resistant to avoid crumbling. For more information, contact Proprint Services Inc., 5621 Avenue East, Ste. 5, Toronto, Ontario, Canada M1B 2T9.
Cinco De Mayo Corrugated Beer Display
This Cinco De May Corrugated Beer Display was produced for Labatt USA. Over 1000 units were screen printed onto corrugated, die cut, glued and packed for shipping to a multitude of locations. The uniqueness of the design allowed the beer cases to be stacked within the display and allowed the customer to enter into a festive atmosphere. The 4 sided large display was augmented by smaller P.O.P. standees and other P.O.S. materials. The Cinco De May Corrugated Display was designed by Creative Media Concepts of San Diego and produced by Proprint Services Inc., 5621 Avenue East, Ste. 5, Toronto, Ontario, Ontario, Canada m1B 2T9.
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
