Corona covers many fronts in ’08
Corona Extra and Corona Light are heading back to the beach with a new marketing campaign. Two new television ads will capitalize on its “vacation in a bottle” appeal. “Treasure Map,” and “Hotel Room,” feature scenes that escalate to vacationers enjoying Corona moments. Print ads debut in lifestyle, entertainment and sports publications, and out-of-home executions will appear in all major markets.
Corona’s on-air sponsorship of the “Jimmy Kimmel Live” green room will also continue in 2008. The partnership includes prominent branding, live on-air bumpers, and 30-second TV spots. Crown Imports brands are also the exclusive beers available in the green room.
Corona will also sponsor the Kenny Chesney 2008 “Poets & Pirates” Tour which kicks off on April 18 and runs through mid-September.
The urban radio program that launched in 2007 continues in major markets this year. The radio spots pitch the Corona Commercial Getaway before launching into snippets of contemporary recording artists’ songs, including Grammy-nominees Raheem DeVaughn and Emily King.
Three national television commercials speak to Corona’s Hispanic market. Launching this spring, “Sports,” “Dance” and “Foods” represent activities with which Corona believes Hispanics will identify. Outdoor executions take advantage of various local and regional influences and landmarks to target the local consumer, e.g. Southern California, a Mariachi band is seen against the iconic Hollywood sign; and in Miami, a South Beach hotel showcases a Corona inspired neon façade. Corona will also execute a radio campaign targeted to the Hispanic consumer to support the brand in 2008.
For more information, visit www.crownimportsllc.com.‘Good to Go’ with Nutrisoda and Giant Bicycle
Nutrisoda, “the Good Soda” announces its partnership with the world’s largest bicycle company, Giant Bicycle, to promote healthier lifestyles.
As part of the promotion, ten Giant OCR Alliance 1 performance road bicycles, valued at $1,500 each, will be offered as Grand Prizes, along with 100 Giant helmets for first prize winners, and 1,000 Nutrisoda-Giant water bottles for second prize winners. On-air radio contests in select markets will give away 33 Giant FCR 1 fitness bicycles valued at $900 each. Additionally, Nutrisoda will give away up to 1,000 Giant Boulder mountain bikes through local entries at participating retailers in select markets.
Through the promotion, Nutrisoda hopes to introduce the fitness-oriented consumer to its line of eight vitamin and mineral- infused beverages.
At the heart of the Good to Go promotion is the Giant Code Game, which runs from March 10 through May 31, 2008. Participating retailers will carry specially marked Nutrisoda four- packs on www.nutrisoda.com/giant/ with the game. Consumers may also enter the sweepstakes via mail-in entry forms found at participating convenience stores.
The integrated marketing campaign hit radio waves in twelve markets, highlighted by on-air contests and bicycle, helmet and water bottle giveaways. An online advertising and e-mail campaign rounds out the promotion.
McCormick’s eco-luxury brand 360 Vodka is pioneering an innovative and eco-friendly approach to distilling and packaging spirits. Its new advertising campaign reflects McCormick’s concern for environmental sustainability, while not compromising high luxury and design. The “Blend In. Stand Out” campaign’s visual style is based on the concept of “blending in” to the environment to minimize one’s eco-footprint, and “standing out” from the ordinary. The campaign will consist of three ads featuring female figures that have effectively blended in to their natural settings. Images from the “Blend In. Stand Out” campaign can be seen at www.vodka360.com.
McCormick Distilling was recently named a member of the Environmental Protection Agency’s Green Power Partnership and has pledged to replace a portion of its electricity consumption with green power to reduce the environmental impact associated with conventional electricity use.
“Get Some A”
Albeit 147 years-old, Iron City Brewing Co. still has a few new tricks up its sleeve. The Pittsburgh-based brewery is launching a new campaign to remind Pittsburghers to “Get Some A” – its Augustiner brand of lager. The campaign encourages consumers to upgrade their choice in beer to Augustiner. Pittsburghers can learn more about promotions by visiting a new web site, www.GetSomeA.com.
In addition to the new Augustiner campaign, Iron City has also launched a new corporate Web site, www.ironcitybrewingcompany.com, which showcases the brewery’s core brands (Iron City Premium Lager, IC Light and Augustiner) and chronicles the brewery’s history.
Each of the brewery’s core brands have also undergone significant redesigns in labeling and case packaging.New POS for Whaler’s Rum Line
Heaven Hill Distilleries, Inc. has launched a new POS campaign to tout the Whaler’s brand. The new POS “This Way to Paradise” has a tropical aesthetic. It will include a case card, flavored shelf talker, original shelf talker, shelf strips, floor bin and table tent bar card.
As an evolving brand, this POS will distinguish the Whaler’s flavors from more traditional Rums. Whaler’s legendary recipe hearkens back to when seafarers rattled vanilla beans in empty rum bottles at sunset to entice migrating whales to their ships. The friendly whales led them to the tropical haven known as Hawaii. There the sailors discovered the old rum makers of Maui and were so impressed by the exotic taste of their rum that they called it Whaler’s.
For more information on Whaler’s, visit heaven-hill.com
Giant Moose Loose on Daytona Beach
Wanted: Giant 30-foot inflatable bottle of Moosehead Light
Last Seen: At a Daytona Beach, Florida promotion where the moose bottle was allegedly stolen. Moosehead USA, the U.S. importing arm of Moosehead Breweries, was launching its first U.S. product: Moosehead Light. Moosehead Light is a smooth and refreshing premium light beer packaged in Moosehead’s unique and recognizable green bottle. The on-site promotion location where the moose bottle was last seen marked one of the first consumer-focused events in support of the imported light beer’s U.S. availability.
REWARD: One-year supply of Moosehead Light to the person who brings the bottle back to its home on the beach — no questions asked.
Investigators expect that the moose bottle will be difficult to hide…
If you have information leading to the missing giant moose, please call the Daytona Beach Patrol at 386-239-6414. To find out more about Moosehead, visit www.moosehead.com.