Sterling Promotions
Mattel Launches “With Love, Barbie”
The launch of Barbie in Federated posed a challenge to a company that has defined “Pink” for 45 years.
The launch pulled together apparel, accessories, cosmetics and a new fragrance to create a lifestyle image in a limited space of the children's apparel department.
A shop-in-shop was created with visual enhancement items created to represent the brand's vision. Selling a new fragrance in the children's apparel department was innovative and placed the focus directly on the fragrance floorstand.
Custom fixtures, furniture and signage helped Mattel create a unique shopping experience for both mothers and daughters.
“With Love, Barbie” shop-in-shop was designed and manufactured by The Royal Promotion Group, a New York City-based p.o.p. display firm.
Coors Light Airstream Mobile Marketing Tour
Coors 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.
Airstream Mobile Business Solutions, Jackson, OH, 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. The AirStream SkyDeck features the latest technology including satellite (radio, TV, Internet and phone) and multi-user wireless web service. The Airstream Sky Deck features a roof-top-patio with cushioned seating, tables, sun umbrellas and an exterior flush-mounted, flat screen TV.
Bank Of America Running “Hogan’s Alley” Promo.
Bank of America has launched “Hogan’s Alley,” the company’s unique, traveling hospitality program, which will be making 16 stops on the 2005 PGA TOUR.
The traveling venue is a one-of-a-kind hospitality experience that entertains Bank of America clients in a themed environment. Modeled after the interior of a 1950’s golf clubhouse, Hogan’s Alley includes hardwood panel interior walls, vintage leather couches, concierge services, a museum-like collection of historical PGA TOUR mementos, Ben Hogan golf memorabilia, and web-enabled kiosks with interactive golf trivia and games.
Hip-Tops Launched As Marketing Platform
DMI Networks and Berry Plastics Corp. have launched Hip-Tops, a new platform for the distribution of branded entertainment. The marketing tool is designed to deliver music, video and interactive content in the form of CDs, ECDs, CD-ROMS and DVDs, direct to consumers via drink lids, consumer packaged goods and specialty retail plastic containers Berry Plastics’ produces for its multinational corporate customer base.
Hip-Tops will provide enhanced product visibility, messaging and brand recognition for major brands while simultaneously presenting an untapped promotional outlet for record labels, Hollywood studios, and gamers. The agreement establishes DMI as the provider of entertainment content for all products produced by Berry Plastics.
For more information, contact Disc Marketing, Inc., 35 West Dayton Street, Pasadena, CA 91105; (Web) www.discmarketing.com
WWE Conducts ‘WrestleMania 21 Tour’
World Wrestling Entertainment, headquartered in Stamford, CT, recently conducted “The Road To WrestleMania 21 Tour.” The national tour stopped at major malls throughout the U.S. with the culmination being Los Angeles, CA, the site of WrestleMania 21.
The mobile marketing effort, hosted by WWE Legend Hillbilly Jim, featured many activities for fans to interact with WWE, including call-a-match, memorabilia displays, a video game kiosk, and a main stage that hosted autograph signings and trivia contests.
Nike Golf Conducts CPR Tour
Nike Golf is bringing the ease and enjoyment of its CPR hybrids-Clubs for Prevention and Recovery-to golfers around the country through a mobile tour visiting on-course and off-course locations throughout the country through mid-September.
Three Nike Golf-CPR ambulances will make stops at golf courses, practice facilities and off-course golf specialty shops.
At each stop, Nike Golf’s CPR medics will introduce golfers to the full line of CPR woods, CPR iron-woods and the new CPR mixed set. Golfers will have the opportunity to demo and purchase every club in the line. Nike Golf staff will be on hand to write CPR prescriptions that will remedy any ill conditions golfers have been experiencing.
Southern Comfort Runs Big Easy Summer Promotion
Southern Comfort brings its “let the good times roll” attitude to consumers with its Big Easy Summer promotional campaign.
The campaign uses the vibrant artwork of Matt Rinard, a New Orleans artist, in p.o.s. materials featuring the season’s tastiest cocktails-Southern Lemonade and Southern Hurricane.
Featured elements of the off-premise campaign include a New Orleans streetlight, case cards with recipe tear-pads featuring the Southern Lemonade, pennant streamers, and a bright summer guide that provides recipes and summer event dates. Southern Comfort was founded in New Orleans in 1874.
Jones Frozen Soda Pops Debut At Kroger
Jones Soda Co. has entered into a licensing agreement with The Kroger Co. to manufacture and sell a newly created item, Jones Frozen Soda Pops, frozen novelties based on popular Jones Soda flavors. The product line will initially consist of three Jones Soda flavors including Green Apple, Berry Lemonade and Cherry.
“This partnership with the second largest grocery retailer in the U.S. validates Jones Soda as a national brand and creates the great platform to broaden the distribution of other of Jones Soda Co.’s products,” said Paul Weinstein, V.P. Sales, West for Jones Soda.
Tecate Runs Copa Tecate Promotion
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 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, 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.”
Copa Tecate has joined forces with Hispanic marketing agencies Alcone, Grupo Gallegos and Latino Sports Marketing to reach Hispanics.
Chicken Of The Sea POS Offers What Women Want
Seafood Giant Chicken of the Sea is using a new spokesperson, the Chicken of the Sea hunk, as part of the “What Women Want” campaign, which includes print, broadcast, online and in-store marketing efforts.
Chicken of the Sea is also launching the "Hunks at Home" contest, a search for men who embrace what women are looking for in life.
“The intent of the campaign is to create a buzz about the brand and we found the ‘hunk’ does just that among our target audience,” said Don George, Sr. V.P., Marketing for Chicken of the Sea. “We’re having a little fun with our attention-getting campaign, but the real message we want consumers to take away is that Chicken of the Sea is all about quality seafood.”
Fresh Brands Rolls Out New Campaign For Piggly Wiggly Stores
Fresh Brands, Inc. has launched a new marketing campaign for its 93 Piggly Wiggly stores in Wisconsin and northern Illinois. The campaign starred the friendly and familiar Mr. Pig character in animated form and a powerful, redesigned logo urging consumers to "Shop The Pig And Save."
Fresh Brands’ new advertising agency, Sheboygan, WI-based Jacobson Rost, produced a new advertising campaign, which included three television commercials, a radio campaign, outdoor billboards, point-of-sale shelf tags and in-store signage.
No nonsense Announces Major Brand Relaunch
No nonsense, one of the leading sheer hosiery brands in the U.S., is broadening its appeal and becoming more relevant to today’s women through the introduction of new product categories, an updated look and a new brand voice.
“No nonsense is more than just the absence of nonsense,” said Julia Townsend, Executive V.P. and GM of Kayser-Roth, the company that owns the No nonsense brand. “It’s smart style. It’s clever, honest and real. But it’s also about having a sense of humor. By tying these concepts of “No nonsense” to the brand No nonsense, we believe consumers will start changing the way they think about the brand.”
The new No nonsense packaging and point-of-sale materials go beyond simply showing women wearing No nonsense products. A new color palette comprises contemporary, bright colors that are used across all product lines, advertising, and point of sale for a cohesive brand look.
New No nonsense products include hello, mr. Pillow (cozy pajama sets); ahh, said the foot (soft athletic-type socks); feet just wanna have fun (athletic-style socks with fun, colorful designs); XXOO’s, down to your toes (tights, trouser and casual socks); ten toes, six socks (six-pair bag of white athletic-style socks); and shoes, say hello to comfort (products that add comfort to shoes).
Coinstar Rolls Out Gift Card Program
Coinstar is rolling out a gift card program, which allows consumers to convert loose change into gift cards from national retailers and supermarkets. The new offering helps further drive consumer traffic to Coinstar’s retail customers and card issuers, while providing a no-fee coin counting option to the end user.
The Coin to Card program was first tested with Starbucks Coffee Co. In addition, Hollywood Video will also be among the first set of gift cards to be added to the Coinstar kiosk. Coinstar is looking to add additional retail gift cards in categories such as books, movies, apparel, restaurants and home improvement.
Sandra Stark, Director, Starbucks Card Services, said, “We like the idea that customers can enjoy a small indulgence by turning their change into a Starbucks Card.”
Kodak & NASCAR Launch Cross Promo.
Kodak and NASCAR have launched a promotion whereby customers making photo prints at one of the 15,000 KODAK Picture Maker kiosks can collect one of 11 souvenir NASCAR photos. The kiosks will direct consumers to participate in an online sweepstakes, which offers prizes ranging from NASCAR jackets to a grand prize behind-the-scenes race experience.
When the KODAK Picture Maker is idle a looping video will encourage consumers to print out collectible photos and enter the sweepstakes. Posters and tear-cards help stores promote the campaign. The promotion was developed by Eric Mower & Associates.
NAVITOUCH Kiosks Deployed In Circle K
NAVITOUCH, a division of WMD, is deploying its interactive NAVITOUCH kiosks to Circle K convenience stores throughout the west coast region.
NAVITOUCH, a division of WMD, uses Interactive Digital Display (IDD) technology to create powerful digital messages displayed on touchscreen monitors that enable consumer interaction. Advertising on the NAVITOUCH system provides advertisers opportunities for direct, immediate interaction with the public and quantified feedback from the NAVITOUCH network.
Chris Wilson, Director of Marketing for Circle K Stores, said of the NAVITOUCH partnership, “We are pleased to bring this unique menu of shopper services to our customers. We have already seen evidence that these services increase in-store traffic and the point-of-purchase advertising creates additional profits for Circle K and its suppliers.”
PlayStation 2 LockerRoom Challenge Tour Hits The Road
PlayStation 2 LockerRoom Challenge Tour Hits The Road
Sony Computer Entertainment recently launched the PlayStation 2 LockerRoom Challenge Tour, where ardent PlayStation fans and casual gamers alike had the opportunity to sample the latest sports and entertainment games in an unparalleled locker room themed environment.
The Challenge allowed kids to compete with their friends to win cool PlayStation prizes.
A 30-foot state-of-the-art mobile truck featuring 11 PlayStation 2 and PS one gaming systems, a big screen TV and a thunderous sound system, visited retailers and various events across the country.
NexPress Conducts ‘No Limits Express’ Tour
NexPress Solutions, Inc., part of Kodak’s Graphic Communications Group, has launched a 23-city tour to highlight the power of its digital printing solutions to print service providers.
NexPress’ “No Limits Express,” a mobile digital solutions vehicle rolled out for the first time at races for the NASCAR NEXTEL Cup Series, NASCAR Busch Series and NASCAR Craftsman Truck Series. In the mobile demonstration facility, the No Limits Express showcased a Kodak Nexpress 2100 digital production color press and a Kodak Nexglosser glossing unit, demonstrated by digital experts.
“The goal of the No Limits Express tour is to showcase the power of digital printing available using NEXPRESS technology,” said Alexander van Meeuwen, V.P., NexPress Solutions.
The van was customized for Nexpress by Mirror Show Management, Rochester, NY.
Turtle Mountain Runs Decadent Dairy Free Road Tour
Eugene, OR-based Turtle Mountain, has launched the Purely Decadent Dairy Free Road Tour created to introduce health-conscious consumers to pure dairy free indulgence.
The nationwide tour includes stops in Los Angeles, San Francisco, Chicago and New York. According to John Tucker, Director, Marketing, “People often associate dairy free desserts as inferior to their dairy counterparts, but one bite of our Purely Decadent product line and their perception changes.”
Knowing that taste is a major factor in consumers choosing Turtle Mountain products, the goal of the Tour is to hand out at least 600 samples a day. From Cookie Avalanche to Peanut Butter Zig Zag, all 15 flavors of Purely Decadent will travel to shopping centers and outdoor festivals.
Turtle Mountain partnered with Coburg, OR-based Monaco Coach to create the 34-foot custom crafted RV, known as a rolling dairy-free café.
Karen Neuburger Girlfriend Getaway Tour Kicks Off At Mall Of America
Lifestyle designer Karen Neuburger unveiled her new book, “The Secret Language of Girlfriends,” and launched a 10-city Girlfriend Getaway Tour at Mall of America.
The event featured entertainment, pampering stations, shopping and more. Said Karen Neuburger, “We transformed Mall of America into a Girlfriend's Oasis, complete with live entertainment, pampering stations, psychic tellings, trends specialists, scrapbooking, martinis, chocolate and of course, shopping.”
In addition to the girlfriend book, the Karen Neuburger company has developed a line of Girlfriend products, which will be available this spring at leading department stores including Nordstrom, Marshall Field’s and Macy’s.
“Girlfriends Supporting Girlfriends” wristbands will be available at Girlfriend Getaway Tour events for a suggested $5 donation, which will benefit The Breast Cancer Research Foundation.
Following the Mall of America kick-off event, the Tour will make stops in leading U.S cities.
Qantas Promotes Skybed
Qantas Airlines is launching its new Skybed, which is the only business class bed flying between U.S. and Australia that lies flat allowing for travelers to enjoy a full night’s sleep.
M&C Saatchi Los Angeles has developed posters to attract the business traveler in Los Angeles and New York, along with a novel use of “parking arms” as billboards to catch their audience in unexpected environments. The message is secured as a poster attached to the exit and entry arms of the car parks creating instant impact.
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