Kraft Joins Forces With The Hartford & NCAA In College Savings Promotion
The Hartford Financial Services Group and Kraft Foods have joined forces with the NCAA to conduct the "Taste of Madness" promotion, whereby 31 individuals to correspond with the 31 days of "March Madness" will be awarded $10,000 toward a future college education.
The promotion is being rolled out through displays at over 30,000 grocery stores and mass merchants nationwide and is prominently displayed on kraftfoods.com. In addition to the sweepstakes, 1.3 million party planners, featuring recipes from Kraft and college savings tips from The Hartford, are available at "Taste of Madness" displays in those same retail locations.
"We were looking for a non-traditional way to build awareness for college savings and our SMART529 plan offering," said Mary Jane Fortin, Sr. V.P. President, The Hartford. "This was a chance to move outside the traditional marketing and promotions mode for financial services companies."
Said Donna McCabe, Director, Corporate Promotions, Kraft, "By joining forces with The Hartford, we've created a compelling way for consumers to learn about and take steps to address their college savings needs."
Added Peter Davis, Associate Director of Corporate Alliances at the NCAA, "The Taste of March Madness promotion is a link to the important issue of saving money for college education while touting the excitement of NCAA basketball."
Gravity Feed Display Helps Introduce Aquaphor Baby
The Aquaphor Baby Gravity Feed Display is intended to introduce the well established Aquaphor ointment in a new 3.3 oz. tube, specifically targeting the baby care products market in mass drug stores.
The challenges faced were to establish a presence for Aquaphor in baby care and effectively dispense the large tube in an organized fashion. To address these challenges, this Gravity Feed display uses a very innovative, multi-channel chute and insert system that keeps the 3.3 oz. tubes facing the consumer and nearly fully exposed. The unit is very compact and user friendly, making it easy for the retailer to place prominently in the infant care area. This design prominently features the product in an organized fashion, both efficiently and uniformly.
The outer wrap and front and back graphic chutes are laid-out in a single form so that the primary logo color, offset litho graphics and uv coating are uniform and consistent. E-flute litho-lam corrugated board is the material of choice for these components as it provides a crisp and elegant look, consistent with the well known quality of Beiersdorf products. Since this is a foray into a new retail category for Aquaphor, it was important for the display to be graphically impactful, but not cumbersome. It needed to stay neat looking and easy to shop. By developing the folded chute inserts that fit into the back and front cavities the product stays upright and slides right out of the bottom.
The Aquaphor Baby Gravity Feed Display was designed and manufactured by Menasha Display Group, Philadelphia, PA.
OCC Full Throttle Glorifier Displays New Cologne
Monty D Cosmetics is using this glorifier to introduce and merchandise the new Orange County Choppers (OCC) cologne. The objective was to create instant brand awareness of this product through the integration of industrial materials and design that are part of the Discovery Channel's Orange County Choppers television show, the inspiration for various lines of licensed merchandise.
The design of the counter display captures the OCC feel through the use of high quality graphics involving the OCC logo and one of its motorcycles. The glorifier incorporates the industrial materials associated with motorcycle shops and the deftly designed logo of OCC such as aluminum diamond plate, translucent green acrylic sheet, aluminum fasteners and steel fasteners. The OCC cologne is positioned at the front of the unit, which results in a harmonious juxtaposition with all other elements. The unit's design not only calls out to the consumer through the use of eye-popping graphics, but also attracts them through the use of industrial materials and a sleek steel design. The use of the motorcycle and the OCC logo combined with the steel relief base conveys the branding that OCC wanted to communicate with consumers as does the "Your Road. Your Rules" theme featured on the display base.
The OCC Full Throttle Glorifier was produced by New Dimensions Research Corp., a p.o.p. display firm located in Melville, L.I., New York.
Putumayo 'World Culture Center' Launches At Whole Foods
Putumayo World Music, renowned for its catalog of more than 100 thematic CDs featuring upbeat music from around the world, has unveiled its first World Culture Center at the Whole Foods Market flagship store in Austin, Texas. Whole Foods Market will also be offering their first in-store Putumayo World Music channel to enable listeners to travel the world while they shop.
The World Culture Center at Whole Foods Market features a unique 12 foot long Putumayo World Culture bus, based on the colorful vehicles that traverse rural Colombia, featuring MP3 listening stations and a monitor showing music videos from the "Travel the World With Putumayo" DVD. Many CDs from the Putumayo catalog, multicultural activity kits from the Putumayo Kids collection and recently published lifestyle products including a new Putumayo World Culture Travel Journal will also be featured.
Putumayo CEO and co-founder Dan Storper said, "When Walter Robb, Whole Foods Market COO and Co-President invited me to create a special Putumayo display, it seemed like an ideal moment to present our Putumayo World Culture vision."
Guitar Center Teams Up With THQ For Nationwide Promotion
Guitar Center recently teamed up with THQ, developer of the MX vs. ATV Unleashed video game for a nationwide promotion, which will give one winner thousands of dollars in prizes including a Suzuki Quadsport LT-Z400, Suzuki RM 250 Motorcycle, a custom MX vs. ATV Unleashed Schecter/THQ guitar and a copy of the new MX vs. ATV Unleased video game.
"Video Games are an integral part of a musician's lifestyle and music is a high profile element in the current crop of video games," said Jack Sonni, V.P. of Marketing for Guitar Center.
MX vs. ATV Unleashed features a special option called "Guitar Center Jukebox," where gamers can choose from 20 tracks to listen to while they attempt to conquer the off-road terrain. A special edition Guitar Center monster truck is also available when gamers are selecting their vehicle options.
"Music plays an important role in THQ's marketing strategy for MX vs. ATV Unleashed," said Craig Rechenmacher, Director, Global Brand Management, THQ. "Partnering with Guitar Center for this promotion is a key component for us to increase product exposure during the title's launch."
In-store posters inform consumers on how to enter the promotion.
Coors Light Airstream SkyDeck Mobile Marketing Tour Launched
Coors Brewing Co. has launched a mobile marketing tour for Coors Light using an Airstream SkyDeck vehicle, which will travel to sporting events, concerts, outdoor venues, corporate events and trade shows across America throughout 2005. The Coors Light Airstream SkyDeck 2005 Tour differentiates and establishes brand presence at events.
Airstream Mobile Business Solutions created a corporate command center for Coors Light fully outfitted with private meeting rooms, VIP hospitality suite, and merchandising product display to attend events nationwide including Superbowl XXXIX, Daytona 500 and the Kentucky Derby. Wrapped in custom graphics, this business coach is a moving billboard with continuous brand recognition.
The fully contained AirStream SkyDeck features the latest technology including satellite (radio, TV, Internet and phone), multi-user wireless web service as well as an on board computer system. The Airstream Sky Deck features a roof-top-patio with cushioned marine style seating, tables, sun umbrellas and an exterior flush-mounted, flat screen TV. The roof patio doubles the floor space of conventional coaches and enhances the sense of casual fun appropriate to the audience, venues and Coors Light product.
Copa Tecate Soccer Targets Hispanics In National Grassroots Initiative
Tecate/Heineken USA has created an integrated grassroots brand initiative to market Copa Tecate, America's number one adult amateur soccer tournament for Hispanics. Tecate is tapping into this key demographic with a significant marketing investment including radio, print, out of home advertising, and point-of-sale displays. The winning team will take home the national title and a $10,000 cash prize.
"We have teamed Hispanics' love of soccer with their loyalty to Tecate to make this tournament one of the industry's most successful Hispanic marketing efforts," said Carlos Boughton, Brand Manager for Tecate. "Since the U.S. Hispanic purchasing power growth rate was three times the national average in the last decade, Tecate has stepped up its efforts to market to this influential demographic through Copa Tecate."
Copa Tecate has also joined forces with Hispanic marketing and advertising agencies Alcone, Grupo Gallegos and Latino Sports Marketing to successfully reach Hispanics.
Wheaties & Total Brands Debut Multivitamins
General Mills and Leiner Health Products have launched Wheaties and Total brand nutritional supplement products. The four new vitamin products include Wheaties Multivitamins, Wheaties Daily Performance Vitamin Packs, Total Multivitamins and Total High Potency Daily Vitamin Packs. In conjunction with the new Wheaties and Total branded products, General Mills and Leiner have launched an interactive web site called Vitaminreminders.com, which offers consumers a daily video image alert from a sports legend reminding them to take their Wheaties and Total vitamins. The Wheaties and Total brand vitamins are manufactured and distributed by Leiner Health Products and will be available at retail outlets nationwide.
Centsible Lighting Introduces Shelf Light
Centsible Lighting LLC has introduced a Shelf Light for the p.o.p. market featuring a color changing cold cathode tube that generates no heat. The Shelf Light is ideally designed for illuminating cosmetics, jewelry, perfume or any product that might be heat sensitive. For more information, contact Centsible Lighting LLC, (Web site) www.centsiblelighting.com.
Green Mountain Coffee Roasters Names T.J. Whalen, V.P. Mktg.
Green Mountain Coffee Roasters has appointed T.J. Whalen as Vice President of Marketing. In his new position, Whalen will focus on building the value of the Green Mountain Coffee Roasters brand and increasing demand for the Company's products. He began consulting for Green Mountain Coffee Roasters in 2002.
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