Sterling Promotions
Brown Forman Urges Consumers To ‘Start Things Up’
Brown Forman has launched a marketing campaign for its Southern Comfort brand to promote SoCo Lime drinks.
“SoCo gives the brand an energetic personality,” said Ann Stickler, Global Marketing Director, Southern Comfort. “We recognize that today’s consumer personalizes Southern Comfort to make it their own, and SoCo Lime is the way they call for it.”
“The new ad campaign is vibrant, fun, and energetic, just like SoCo, and SoCo Lime is the invitation to friends that says its time to get the night started,” said Stickler.
The fully integrated campaign features TV, print, internet, out of home and in-store advertising. Point-of-purchase materials include case cards, pennants, and neon signs, all featuring bright green graphics.
Target Mobile Boutique Hits The Streets
Target recently brought its newest collection by British designer Luella Bartley to the streets of New York as a traveling boutique in a trademark red, London double-decker bus.
This mobile boutique featured the launch collection of Luella Bartley, recently unveiled in Target stores as the first in a series of designer collaborations that will each appear in-store for 90-days.
The double-decker mobile store gave guests the chance to view the new collection limited-edition items.
Dickies Launches ‘Worker Of Year’ Mobile Tour
Dickies is conducting its American Worker Of The Year Awards Mobile Tour in conjunction with Pro Bullriders, Inc. The colorful Dickies trailer will travel the nation accepting written or audio nominations at sports venues, job sites, and retailers looking for the nation’s best workers.
“We’re hitting the road to find true-blue Americans who work hard to support their families,” said Jon Ragsdale, V.P. Marketing for Dickies.
The winner will receive a 2007 Ford F150 truck, a custom BMC Chopper and a VIP stay at the Mandalay Bay in Las Vegas for the Pro Bullriders World Finals.
‘JCPenney Experience’ Comes To Times Square
J.C. Penney is featuring a 15,000-sq. ft., virtual store in Times Square in New York City, to showcase its recent changes. The “JCPenney Experience” store, a showcase for its private and exclusive brands, enables shoppers to purchase the Company’s full range of merchandise at interactive kiosks.
“The JCPenney Experience will be a dramatic statement reflective of the changes taking place at JCPenney,” said Myron Ullman III, CEO. From one of the most visible and visited spots in the world, JCPenney will highlight all that is new at our company. Taken together, the full-scale branding campaign we are launching is designed to reinforce for our customers JCPenney’s commitment to offering exciting styles at smart prices in an easy, convenient shopping environment and make clear to new customers that it really is ‘all inside’ at JCPenney.
GroundFX Interactive Ad Medium Rolls Out
The GroundFX system from GestureTek, a visual display that enables consumers to interact with advertising, is being rolled out across the U.S. It is being distributed nationwide by Monster Media, which licenses the new system through an expansive media network.
The advertising system draws consumers into each ad by using interactive video technology projected onto an eight foot (or larger) floor display, where consumers use a range of body motions to interact with dynamic animation. GroundFX also integrates sound to further immerse consumers into the environment. GroundFX advertisers have the unique ability to monitor customer reaction to their ads utilizing a proprietary built-in monitoring feature.
GroundFX system will be introduced into sports stadiums, entertainment venues, and convention centers. For more information contact GestureTek, (Tel) 800-315-1189, (Web) www.gesturetek.com; or Monster Media, (Tel) 407-323-1686, www.monstermedia.net.
Mall Food Courts To Feature Video Screens
Ceiling-mounted video screens have been placed in mall food courts across metro New York and Los Angeles, installed by the Clear Channel Digital Mall Network, a joint venture between Clear Channel Malls and Digital Advertising Network (DAN Media), a Montreal, Canada-based provider of large-format, digital screen networks.
The large-format, full-motion, multi-format video screens feature content from Yahoo! and 30-second commercials. A network involving 200 malls in the top 20 markets is planned.
For more information, contact Donna Baker, President, Clear Channel Malls, (Tel) 281-414-1573.
Simon & Smart Sign Launch Media System
Simon Brand Ventures, the business-to-consumer arm of Simon Property Group, and Smart Sign Media, (www.smartsignmedia.com), have launched advanced outdoor digital video systems at Simon Malls in GA and CA.
This mall medium features digital wall signage, entrance marquees and free-standing signs. Content will showcase a mix of mall-specific major brands, events and other mall-messaging. The signs range in size from 9 x 16 feet to 20x 30 feet.
Smart Sign will enable advertisers the chance to target messages to consumers in a variety of formats. The signs, situated at major thoroughfares adjacent to the Malls will be equipped with ‘smart’ technology that detects FM radio signals from passing motorists and adjusts ad messages to specific demographics. The network will also enable consumers to receive coupons via cell phone.
Inflatable Motorola Headphones Stand Out At Promotional Events
Motorola launched a hospitality suite in conjunction with the NFL season, in the form of an inflatable 16-foot Motorola headphone product replica of the very same headphones utilized by players and coaches on the sidelines.
The inflatable Motorola headset made the brand stand out and attracted the attention of the hospitality suite attendants.+sed company specializing in the production of entertaining and interactive inflatable advertising.
For more information, contact Inflatable 2000, 207 N. Aspan, Azusa, CA 91702; (Tel.) 626-969-7780; (Web) inflatable2000.com.
ACDelco Launches ‘Extreme Garage’ Tour & Sweepstakes
ACDelco, a global leader in automotive replacement parts and services, knows real car guys and what to put in the garage of their dreams.
The ACDelco “Extreme Garage” Tour features an interactive display housed in an impressive 53-foot trailer, which offers visitors the opportunity to enter for a chance to win the Dream Garage Sweepstakes. The grand prize, valued at more than $20,000, includes everything for a dream garage including a high-gloss flooring system, a portable stacking lift, a stainless steel tool box, cabinets, furniture and even an air compressor.
Makita Launches ‘Experience More’ Tour
Makita USA has kicked off its ‘Experience More’ mobile marketing tour to put Makita at the forefront of the professional tradesmen’s mind when purchasing tools.
The 53' trailer will allow tradesmen to use Makita's industrial power tools in an authentic work environment. Knowledgeable Brand Ambassadors will be on board to educate visitors.
“The Experience More Tour will engage the professional’s senses to completely immerse them in Makita,” said Brent Withey, Brand Manager for Makita.
This tour will showcase over 125 trade tools on real-life display pods. The tour will also include interactive experience demo stations, touch screen displays and plasma screens placed throughout the trailer. The tour will also integrate initiatives tailored towards Hispanic tradesmen.
The Makita Tour trailer was developed by Craftsmen Industries, St. Louis, MO.
Dunkin' Donuts Lifesize Coffee Cups Placed At Logan Airport
Airline passengers at Boston’s Logan Airport recently have been greeted by several life-size Dunkin' Donuts coffee cups located near terminal ticket counters. The cups have become conversation pieces and visitors have been taking photos by the pink and orange logo, which has a strong association with the New England region.
To create these eye-catching icons, Dunkin' Donuts partnered with Hill, Holliday and Airport Marketing Income (AMI). Designed by Hill, Holliday, each cup is constructed using a wooden frame and wrapped in fiberglass. Two of the cups stand alone, anchored by 800 lb. concrete bases. Dunkin' Donuts also has a 117’ graphic at Logan.
Gaiam & Kashi Offer Free Yoga DVD At SuperTarget Stores
Gaiam, a leader in fitness DVDs, is including a yoga sampler DVD in special double-box packages of Kashi GOLEAN cereal sold exclusively at SuperTarget stores nationwide. The DVD includes four 10-minute “try before you buy” previews of best-selling full-length yoga DVDs sold at SuperTarget stores.
“The marriage of Gaiam and Kashi is perfect because our companies share a vision of helping people be healthier and more in tune with their bodies,” said Howard Ronder, Vice President of Marketing for Gaiam. “Offering this promotion at SuperTarget stores, where people can buy everything from groceries to fitness programs and accessories, makes it easy for people to find healthy solutions all in one place.”
Green Giant Launches Vegetable Love Tour
Green Giant is making it easy for Americans to love their vegetables by offering tasty vegetable samples from the Green Giant Vegetable Love truck, which is going on tour throughout the Northeast.
Green Giant representatives will be on board the converted ice cream truck handing out great-tasting vegetable samples.
“We know that people want to eat more vegetables but face obstacles in actually doing so,” said Tammy Sadinsky, Green Giant Marketing Manager. “That is why we've provided them with tasty and convenient frozen options, such as Green Giant Broccoli & Cheese Sauce, Niblets Corn & Butter Sauce, Garden Vegetable Medley and Chef Inspired Vegetables with Tuscan Herb Sauce. These products go the extra mile by pairing nutritious vegetables with delicious low fat sauces and tasty seasonings.”
Displays Help Launch Green Point Wines
Moet & Chandon was looking for a dramatic two-case display to introduce Green Point, a premium category wine into the highly competitive U.S. market.
Multi Dimensional Resources, located in Carlstadt, NJ, designed, engineered and manufactured this display, which was created with a small footprint and would reinforce the brand’s bottle label, primarily the arches, to distinguish the bottle from others while creating an identity at retail.
An upscale, open-air styled rack creates a dramatic archway to reinforce the Green Point label art. The display, which accommodates two cases of product, was designed to offer flexibility of the product mix at retail.
Korbel Displays In Floral Depts.
The Korbel floral rack was designed to cross merchandise Korbel champagne in floral departments of grocery stores.
This display holds six cases of product, a quarter of which stand upright for brand recognition. Side panels and magazine/card racks are detachable for limited space. The rack has wheels for movement throughout the store
The display is designed to help grocers make the most of special occasion purchases.
The Korbel floral rack was created for Korbel by PriceWeber, a sales promotion agency based in Louisville, KY.
BooKoo Beverages Xtreme Sweepstakes Targets Young Males
BooKoo Beverages, Dallas, TX, recently promoted the launch of its 16-oz. energy drink with the BooKoo Xtreme Sweepstakes, giving consumers a chance to win a trip for two to the 2006 Summer X Games.
The package includes a roundtrip airfare, a 3-night stay at a 4-star hotel, and various X Games tickets. BookKoo is also giving away 140 pit bikes to second-place winners in the drawing. Consumers can enter the contest by signing up at www.bookooenergy.com/win.
“This promotion will be a definite traffic-driver at retail,” said Daniel Dower, President of BooKoo Beverages. “Retailers will be featuring some eye-catching POS materials to support the promotion and we’ve made the whole process easy for any retailer to get involved.”
The promotion ties in with the company’s sponsorship of the BooKoo Arenacross Series.
IntelliMat Delivers Digital Ad Messages On Retail Floors
IntelliMat is a new patented, portable floor display that delivers video advertising messages to consumers at the point of their decisions.
The IntelliMat is a wireless computer embedded in a very thin mat made of a lightweight thermoplastic alloy with four LCD screens, creating a 30-inch diagonal display with full multi-media capability.
In addition, because each IntelliMat display is capable of becoming part of a network, it represents a new media network opportunity to reach consumers out of home.
For more information, contact Debra Saunders, Marketing Director, IntelliMats LLC, 3959 Electric Road, Roanoke, VA 24018; (Tel) 540-904-5670, (Web Site) www.intellimat.com.
New Hanger Network In-Home Media Is Launched
Hanger Network In-Home Media has developed Impact Hangers for delivering advertising and coupons into the home.
The Company has established a network with distribution via 35,000 dry cleaners throughout the U.S. Impact Hangers are made from recycled paperboard and, unlike the wire hangers they replace, are eco-friendly.
Because Impact Hangers carry a perforated coupon and reach consumers in-home each morning, their redemption rate vs. traditional direct mail is a powerful asset. Hanger Network plans to reach a weekly circulation of 70 million.
For more information, contact Hanger Network In-Home Media, 1 Rockefeller Plaza, New York, NY 10020; (Tel) 877-646-2422.
Grabb-It Handles Are New Promotional Tool
Grabb-It, Inc., has developed a new promotional tool, which is a paperboard device that locks the grips of plastic merchandise bags together into a convenient and comfortable handle and literally puts the branding message into the consumers’ hands.
“Grabb-It handles offer a tremendous range of benefits to consumers, retailers and advertisers," said Carl Truly, President of Grabb-It. “In -store results have proven that Grabb-It is not only a much -appreciated convenience that grocers can provide to their shoppers, but also a totally new way for marketers to put their promotional messages and coupons literally into the hands of consumers.”
For more information on Grabb-It handles, contact Grabb-It, Inc., 3520 College Boulevard, Oceanside, CA 92056; (Tel) 877-447-2248, (Web site) www.grab-it.com.
Planters Launches Nut Mobile Tour
To celebrate the 100th anniversary of the Company, the Planters Nut Mobile will embark on a four-month, cross country road trip visiting landmarks in Planters history, as well as some of the nation's most premier fairs and festivals.
Visitors will get to meet Mr. Peanut, vote on what he will wear next, smell the aroma of fresh roasted peanuts and taste them straight from the roaster.
Planters and Mr. Peanut collectibles from over the years will also be on display and guests will be able to take an interactive journey down memory lane, using green screen technology to put themselves in moments and events throughout Planters and American history over the last century.
Red Bull Flugtag 2006 Takes Off In U.S.
The 2006 Red Bull Flugtag is scheduled to take off from Tempe, AZ on April 29 as well as in Baltimore, MD in Oct.
"Flugtag" means "flying day" in German, but more importantly, it's American for a bunch of creative geniuses strapping themselves to totally outrageous homemade, human-powered flying machines and launching off a 30-foot ramp into the wild blue yonder, or alternatively, straight into the water.
Thirty teams, each consisting of five members, will be selected in each city to turn the fantasy of human-powered flight into reality.
Teams are judged on three criteria: distance, creativity and showmanship. Past Red Bull Flugtag entries have included a pregnant cow, a diaper-delivering stork, a pimped-out Cadillac and a lobster named Larry.
Kraft South Beach Runs ‘Beach In A Box’' Cross-Country Tour
To help Americans maintain their diets, Kraft is showing Americans the sunnier side of diet season by bringing them the beach. The Kraft South Beach Diet "Beach In A Box" tour will give dieters a winter warm-up and showcase delicious foods that fit the principles of the weight-loss plan.
Two 35’ long warm, sunny beaches will travel more than 10,000 miles across the country this winter. Floor-to-ceiling Plexiglas windows encase the sandy beach, palm trees, beach balls, shade umbrellas and South Beach Diet beach goers. The tour will visit popular venues in nine major cities. Heat lamps simulate the warmth of the beach while retractable awnings will protect "Beach In A Box" visitors from the outdoor elements. Visitors will sample Kraft South Beach Diet Cinnamon Raisin cereal bars, for a breakfast or snack on-the-go.
Kodak Introduces Retail Printing System
Eastman Kodak’s newest retail printing solution, the KODAK Digital Picture System 900, gives retailers an affordable way to offer onsite printing of both digital and film media, thereby tapping into the rapidly expanding digital market, while also retaining important revenue from film customers as the market transitions.
The DPS 900 builds on the proven technology in Kodak’s Picture Kiosk family. Combining a 35 mm film scanner with Kodak’s Picture Kiosk G4 platform and 6850 and 8800 thermal photo printers, the DPS 900 provides a total photo solution for retailers.
Phil Faraci, President, Consumer Digital Imaging, Eastman Kodak, said, “This photo solution offers increased volume and additional revenue for retailers while providing a high quality printing solution for consumers.”
Shurgard Storage Installs Insomniac Self-Storage Kiosks
OpenTech Alliance, a developer of self-storage kiosks, has deployed its Insomniac self-storage kiosks at Shurgard Storage Center facilities. OpenTech’s kiosks enable customers to rent units, make payments, purchase locks and update their accounts 24 hours a day.
Robert Chiti, OpenTech’s CEO, said, “We believe Insomniac will do for self-storage what ATMs and boarding pass kiosks have done for the banking and airline industries.”
Xiosk Corp. Deploys Destination Station
XIOSK Corp., Morristown, NJ,-has deployed its new Destination Station to the Nice 'n Easy convenience store chain.
The Destination Station offers high-impact, interactive advertising video and multimedia via a 21" touch screen and stereo speakers as well as a thermal printer for printing on-demand instant coupons.
The Destination Station also provides directions to weary travelers. The user simply chooses a destination, presses the screen to print and goes. In addition to the directions, users walk away with manufacturer’s coupons, contest promotions, games and more, which can be integrated and printed directly from the Destination Station.
For more informationabout the Destination Station, contact Xiosk Corp., (www.xiosk.com) at P.O. Box 9244, Morristown, NJ 07963; (Tel.) 973-975-4122, (Fax) 973-401-1184; (Web Site) (www.xiosk.com)
Grupo Modelo Debuts Corona Billboard At Times Square
Grupo Modelo, the leading Mexican brewer, has put up twin billboards of its starship brand Corona Extra in the center of Times Square in New York City. This is the first lime in the history of Times Square, known for its spectacular ads, that a Mexican brand will hold a place of honor.
The billboard consists of two signs, each showing the famous image of the transparent Corona beer bottle with a lime wedged in its neck.
At 92 feet high and 35 feet wide, the signs are among the largest in Times Square.
Dickens Conducts ‘Taste the Difference’ Promotion Campaign
Dickens Energy Cider has launched the “Taste the Difference, Feel the Difference” campaign, whereby it allows customers at the store to buy any other energy drink in the store and get a Dickens Energy Cider free.
The Company already knows that Dickens Energy Cider wins side by side taste tests with over 70% of the people preferring its drink over that of its competitors.
With this promotional campaign, the retailer receives point-of-sale materials including gas pump signs, banners, window posters, cash register signs, lights, cooler stickers and/or cooler suction cup racks.
This promotion will be rolled out to approximately 100 new stores per distributor per month and has been very successful to date.
Pepsico S.M.A.R.T. Program Launched
PepsiCo has launched its S.M.A.R.T. lifestyle program by building the first Smart Spot playground in Washington, D.C. The Company plans to build 12 Smart Spot playgrounds with KaBOOM!, a national non-profit organization that envisions a great place to play within walking distance of every child in America.
The S.M.A.R.T. program complements PepsiCo’s efforts to reformulate existing products and helps consumers identify healthier choices with the Smart Spot symbol, which means a product has met nutrition criteria from the FDA and the National Academy of Sciences.
“Last Year, PepsiCo first put the Smart Spot symbol on select products to make it easier for moms to identify healthier choices for their families,” said Brock Leach, Sr. V.p., New Growth Platforms, PepsiCo. “Now we’re expanding our efforts through the S.M.A.R.T. program to make it easier to get started on healthier lifestyles too.”
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