Put a Clip-Clap on your Paulaner Hefe-Weizen this summer and watch consumers clamor for more. Paulaner’s summer promotion features a German-made plastic novelty piece that attaches to the top of a 50 cl. wheat beer glass. The Clip-Clap, which acts as a beer stein lid, is fun, attracts attention and keeps the bugs out of the beer. Clip-Claps are available, where legal, at on-premise accounts nationally.
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This summer, Southern Comfort unleashes its wild Southern Oasis promotion. Materials available on-premise include palm tree party lights, grass skirting, swizzle sticks, sunglasses and a sizzling summer mix CDs, cups, posters, table tents and banners, as well as tropical shirts, blinking buttons and bucket hats. The promo offers two special drinks this summer: the Frozen Southern Hurricane and the Comfort OJ.
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Look for the 19-week Labatt Blue Outfitters Tour in your town. Complete with a Canadian-style Labatt Blue Lodge and Labatt Blue Light Deck, the Labatt Blue Tour is travelling the Northeast and Midwest this summer and fall. The centerpiece of the tour is the Labatt Blue Summer Lodge, a self-contained custom-made 40-foot event trailer. The Lodge features a full-size bar with draft capability, an indoor fireplace, multiple TV’s with satellite access to dozens of world sporting events, the Labatt Blue Light Deck, a 40 x 24 foot party deck with Adirondack-style chairs, outdoor tables and rooftop deck. (See www.labattblue.com for tour location information). Tour support includes advance promotion in local media, signage and on-premise promotions.
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Snow down Here
The Molson SnowJam two-day festivals are back in four markets this summer: Buffalo, Detroit, Albany and Boston. SnowJams offer an alternating extreme pro sports with rock entertainment. The event’s size gives Molson leverage locally for promotion tie-ins and signage programs. Supported with publicity and advertising, SnowJam includes 120 tons of the cold stuff – real snow applied to the floor of a 60-foot high quarter pipe erected out of scaffolding and used by professional free-style ski and snowboard competitors. The athletes do aerial stunts while they compete for a share of $38,000 in prizes. SnowJam starts in Buffalo July 19, moves to Detroit’s Comerica Park Aug. 2 – 3, Albany’s Saratoga Equine Center Sept. 6 – 7 and Boston’s Bayside Expo Center Sept. 27 – 28.
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