Creative Online

CREATIVE Marketing Trends
December/January, 2008


Two American Original Brands Unite To Release Jordan Levi’s Collection

Jordan Brand, a division of Nike, Inc. and Levi Strauss & Co., have jointly-developed the Jordan Levi’s Collection, which will unite classic style with urban design flair. The men’s only, specially designed, co-branded product will be named the 23/501 collection.

As part of the project, the two global icons created an exclusive collection pairing the Air Jordan Retro 1 style sneakers with a pair of exclusive, co-branded Levi’s Original 501 jeans and a signature tee shirt featuring graphic artwork taken from both brands.

Fran Boller, Business Director, Apparel for Jordan Brand. “This collaboration with Levi’s is an opportunity to offer this exclusive package to consumers looking for something original and authentic.” Doug Sweeny, Director, Brand Marketing, Levi’s Jeanswear added, “Both brands share a kinship given the role each play within their respective categories.”


Dunkin' Donuts Partners with Hess & Sara Lee To Fuel Expansion

Dunkin' Donuts is partnering with Hess Corp. and Sara Lee Corp.’s Foodservice Div., to make it more convenient for Americans to enjoy select Dunkin' Donuts menu items. Dunkin' Donuts will offer its coffee and donuts in a new self-service station in many of Hess’ gas-convenience locations throughout the country. Dunkin' Donuts and Sara Lee Foodservice have partnered to offer self-service coffee stations at office building break rooms, cafeterias and other venues with large foodservice operations.

Robert Rodriguez, Dunkin' Donuts Brand President, said, “This will allow us to engage new customers, reinforce our relationship with existing customers and create more opportunities for busy, on-the-go people to keep themselves running with our coffee and baked goods.


Bennigan’s Opens Bennigan’s SPORT

Bennigan’s SPORT, the first sports bar concept from Metromedia Restaurant Group (MRG), opened its second U.S. location in Merriville, Ind. The restaurant features free WiFi, 28 Plasma TVs, a lounge area, 20 beers on tap, signature beer blends, 25 bottle label beers and 12 classic canned labels. The interior has been updated with stonework and steel touches.

Flynn Dekker, Sr. V.P., Marketing for MRG, said, “We wanted this restaurant to reflect the feel of the area, so we chose décor and photography that pays homage to local sports favorites like the Chicago Bears, Bulls and Cubs.”


Boston’s Grill Zone Is Nation’s First Green Certified Fast-Casual Restaurant

Boston's Grille Zone is the first fast-casual restaurant in the nation to be certified green by the Green Restaurant Association.

Grille Zone’s eco-focused business model based on a goal of zero-waste and 100% sustainability. To reduce its carbon footprint, Grille Zone utilizes 100% compostable cups, plates, and cutlery, sources food items locally, and utilizes the most energy efficient restaurant equipment available. As a result, Grille Zone’s Boston location currently produces an average of less than 15 lbs of waste per day, which fills about one half of a standard 55 gallon trashbag. According to the Green Restaurant Association, the average restaurant produces around 275 lbs of waste each day.

“There are no trashcans in our eating area,” said Ben Prentice, Grill Zone founder. “We have a compost receptacle and a recycling receptacle; everything a customer needs to ‘throw away’ fits into one or the other.”


Borders To Open First U.S. Stand-Alone Paperchase Shop

Borders, Inc. will open its first stand-alone Paperchase shop in the U.S. on Boston’s famed Newbury Street.

Paperchase is the London-based retail brand leader in design-led stationery. Borders Group acquired Paperchase Products in 2004. Since then, Paperchase shops have been added to over 300 Borders superstores, and the company has committed to further expansion in Borders superstores as well as through larger, stand-alone stores.

The new 1,525-sq. ft. Paperchase shop in Boston, will offer a unique collection of high-design greeting cards, stationery, gift items, seasonal decor, gift wrap, diaries and more.

“Paperchase is an exciting, fashion-driven brand unlike anything that exists today in the U.S.,” said Borders Group CEO George Jones.


Tiffany Plans New Store Format

Tiffany & Co. announced a significant increase in the number of TIFFANY & CO. stores it plans to open in the U.S. To facilitate that increase, the Company has developed a new, smaller-format store that will occupy approximately 2,000 sq. ft .and offer a wide range of jewelry designs except engagement jewelry. It has the working name TIFFANY & CO. COLLECTIONS and the first store is expected to open in 2008.

Michael Kowalski, CEO, said, “The addition of this new format affords us with the opportunity to ultimately operate as many as 170 stores in the U.S. Our plan continues to call for opening five to seven TIFFANY & CO. stores per year of approximately 5,000 sq. ft. In addition, up to 70 COLLECTIONS stores will be opened as location opportunities arise.


HMSHost Launches Sammy’s Beach Bar & Grill

HMSHost Corp., a world leader in travel dining and shopping, plans to open Sammy's Beach Bar & Grill, a new island style café developed in partnership with local Maui resident Sammy Hagar at the Kahului Airport in Hawaii. Steve Johnson, HMSHost Sr. V.P., Business Development, said, “HMSHost’s food and beverage offerings at Kahului Airport will be expanded while maintaining the nature and character of the Hawaiian Islands.”

Sammy's Beach Bar & Grill, developed with Sammy Hagar of Van Halen fame, will offer classic American fare with an island twist in a casual, beach-inspired atmosphere. The restaurant will feature signed memorabilia from Hagar’s own personal collection amidst Sammy Hagar, Van Halen and other rock and surf inspired music.


Diageo & Zagat Launch drinkwell

In an innovative industry collaboration, Diageo, whose hallmark brands include Smirnoff, Guinness, Johnnie Walker, Baileys, J&B, Cuervo, Captain Morgan and Tanqueray, has joined with Zagat Survey, the world’s leading provider of consumer survey-based content, to launch drinkwell. (www.idrinkwell.com), the first online resource guide to restaurants that are dedicated to serving the highest quality drinks and drink service. Steve Wallet, V.P., Channel Marketing for Diageo,.said, “drinkwell combines Diageo’s expertise with Zagat’s to create a one-of-a-kind online resource for consumers seeking a complete quality dining and drinks experience.”

drinkwell-accredited establishments will be identified with a special black and brushed metal plaque, in the same way the burgundy Zagat Survey decal denotes a Zagat-rated restaurant.


Golfsmith's New Raleigh Store Raises The Bar On Activity Based Retail

Golfsmith is unveiling the largest addition to its 74-store chain: a 60,000-sq. ft playground for Raleigh, NC-area golfers and tennis enthusiasts. The store features an interactive 9-bay, indoor driving range complete with state-of-the-art launch monitors as well as an indoor tennis court and dedicated racquet demo areas. The new store also includes a large putting green and Golfsmith’s first-ever dedicated chipping and pitching area with a real sand bunker.

“Our new store raises the bar on activity-based retail and gives our guests an entertaining and educational experience,” said Jim Thompson, CEO of Golfsmith. “We are confident that golfers and tennis players will continue to appreciate the difference in Golfsmith's guest services, specialty retail offerings and activity-based stores that allow our guests the ability to try out the latest golf and tennis gear in a comfortable and fun environment.”


Golf Shop Uses Latest Technology To Ensure Golfers Get Clubs That Fit

Golf Etc. in Charlotte, NC is using TrackMan to measure various aspects of each player's swing and ensure the best possible club fitting.

TrackMan uses Doppler radar technology to provide precise data on the angle, path and speed of a players swing. The results are displayed in a three-dimensional computer simulation that can be viewed from multiple angles. PGA players use the tool to improve their technique.

The device even features game-improvement capabilities that will help golfers hone their skills, taking golf to a whole new level.


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