A New Kick For Corona
The Gambrinus Company is gearing up for the Super Bowl with the first-ever Corona Super Bowl TV ad and supporting promotional effort. The ad features beachside field goal attempts using lime “football” wedges being “kicked” by hands. The “goalposts” are two Corona Extra bottles. Merchandising materials include banners, counter cards, tackers and table tents urging “limeheads” to get Corona for the big game.
Circle Reader Service No. 20
As Tetley’s English Ale grows in the U.S., it is combining its marketing with another increasingly popular British import — rugby. Tetley’s Blood, Sweat & Beers promotion will provide a merchandising kit and tie-in with local rugby teams. The merchandising kit includes miniature rugby balls, headbands, banners, posters and rugby themed menu cards. Additional merchandise such as Tetley’s rugby jerseys and official-size balls can also be ordered. Tetley’s is imported by Barton Beers.
Circle Reader Service No. 22
Celebrating The Other New Year
Kirin Brewery of America has launched its “2000: Year of the Dragon” promotion running through the Lunar (Chinese) New Year on February 5. Kirin draws on its own heritage for the promotion, using the Kirin symbol — a mythical half-dragon, half-deer. Merchandising materials include an inflatable Kirin dragon, price signs, display cards, display fans, calendar poster, menu cards, coasters, table tents, hats and T-shirts.
Circle Reader Service No. 21
The Dr. Has A Cure For The Cold
Keeping customers warm and cozy inside the bar is the idea behind Dr. McGillicuddy’s Vanilla Schnapps winter promotion. The Sazerac Co. has introduced the Dr. Vanilla Coffee party pack complete with winter recipes and merchandising materials. The party pack includes vanilla coffee themed long-sleeve T-shirts, acrylic table tent holders, vanilla flavored air fresheners, vanilla candles and Dr. Vanilla coffee bar signs.
Circle Reader Service No. 23
Making The Right Call
Heineken has launched a first-of-its-kind responsible consumption program geared toward keeping those who shouldn’t be driving from getting behind the wheel. Safe Call will provide bar and restaurant staff with pre-paid 5-minute phone cards to be used to call a taxi or car service for patrons who have “over-indulged.” People using the Safe Call cards will hear a special message thanking them for doing the responsible thing, not driving when they’ve had too much to drink. P-o-s materials with space for the phone numbers of local cab and car services will be available, as well as table tents and door stickers. In addition to bars and restaurants, Heineken plans to make Safe Call phone cards available at major events sponsored by the company.
Circle Reader Service No. 24
Settling The Debate
Miller Lite is offering fans a chance to vote for the “Greatest Super Bowl Team Ever” on the internet. Fans can make their choice on the Miller Lite website (www.SuperBowl.com), the results will be posted on the website, and in an ad in USA Today, on the Monday following the Super Bowl. Miller Brewing Company is supporting the promotion with a special “Super Bowl Debate” TV ad and an ad in Sports Illustrated. On-premise promotional materials for the campaign include flags, banners, pennants, brew cups and hats.
Circle Reader Service No. 25
Alizé and Alizé Red Passion are offering diamonds for Valentine’s Day. The sweepstakes will award a first prize of a loose diamond valued at $3,000, a second prize piece of diamond jewelry worth $1,000 and 50 third prizes consisting of Alizé Diamond Martini kits. On-premise party night materials to support the sweepstakes include a photo backdrop, Polaroid holder and table tents. Other materials available include coasters, red martini glasses, stickers and swizzle sticks.
Circle Reader Service No. 28
Upping Its Image
Galliano has come out with an improved taste, new proof, color and marketing campaign. Imported by Rémy Amerique, the liqueur will continue with the taste of herbs such as ginger, juniper and star anise, but it will add a note of vanilla and a lower alcohol content and less sugar. Rémy says the result will be more balanced flavor and the color will be a softer and more subtle shade. The new marketing campaign is designed to create a new image for Galliano, positioning it as the “eccentric drink.” The campaign includes a customized bar kit with 10 caps, 5 T-shirts, 30 table tents, 2 posters, 50 drink recipe cards, 50 swizzle sticks and 20 games.
Circle Reader Service No. 26
Blazing Through Winter
Samuel Adams Winter Lager is urging consumers to “Blaze Your Own Trail” in its promotion this season. The deep, amber-colored wheat bock from The Boston Beer Company is brewed with winter spices such as Curacao and Valencia orange peel, Hawaiian ginger and cinnamon from Saigon. Promotional materials include case cards, posters, seasonal tap handles table tents and imprintable menu cards.
Circle Reader Service No. 27
A Propos Ads
The Bordeaux Wine Bureau has kicked off a new “hip” and “edgy” advertising campaign design to appeal to a younger audience. Hoping to capture middle-range, upwardly mobile consumers, the ads highlight that any moments in life that feel right are “