Promo Parade

Michelob Snags Armstrong for ULTRA

Michelob ULTRA announced that seven-time Tour de France winner Lance Armstrong has signed a three-year agreement to become the brand’s new spokesperson and ambassador.?As part of the agreement, Armstrong will appear in a new Michelob ULTRA television commercial titled “Little Bumps,” and he will make a cameo appearance in a second ad titled “Escalator,” both which are scheduled to air in 2010. Michelob ULTRA will also use Armstrong’s likeness on print, outdoor advertising, digital marketing programs, product packaging and point-of-sale.

Healthy Nestle

The Healthy Weight Commitment Foundation will promote the concept of energy balance – balancing calories consumed as part of a healthy diet with calories expended by physical activity – to people in the places where they spend much of their time: to consumers in the marketplace, to employees through workplace programs and to children in schools.

?Members of the Healthy Weight Commitment Foundation have already committed $20 million to this joint initiative to raise awareness about the importance of balancing a healthy diet with physical activity, particularly among children ages six to 11 years old and their parents and caregivers.

?Participating companies are committing to build on existing efforts and will be making changes to their products, packaging and labeling to make it easier for consumers to manage their calorie intake while preserving or enhancing overall nutrition quality.

?The Healthy Weight Commitment Foundation will expand the Healthy Schools Partnership to additional schools in Kansas City, Des Moines, Washington, D.C., Chicago and a tribal community in Iowa. The Healthy Schools Partnership integrates nutrition education and physical education through a school-based curriculum to help children develop life-long positive healthy habits.?Nestle USA will also continue to support Healthy Steps for Healthy Lives, a program created to offer teachers innovative tools to educate students about good nutrition and physical activity. To date, more than 40,000 Healthy Steps kits have been distributed to teachers, reaching nearly one million children and their families.

Jim Beam Honors the Troops

Jim Beam Bourbon kicked off “Salute Soldiers with the Spirit of America,” a program designed to welcome home the troops returning from duty, support those still on duty overseas, and give service members memorable experiences.?

The program includes a contest in which consumers may nominate service members for a chance to win experiences at a high-profile sporting or music event.?

Through June 21, friends and families of the troops can submit nominations of up to 250 words, in English, at or the Jim Beam Facebook fan page describing why their military friend or family member deserves to be honored by Jim Beam.?The Grand Prize winners and their nominees will receive special treatment and exclusive access to one of the following events: the thoroughbred stakes race at Churchill Downs and a visit to the Jim Beam distillery; the final two days of a major golf championship at Pebble Beach; a home game for a professional baseball team on Chicago’s South Side, or a Kid Rock concert and the opportunity to meet Kid Rock.?

Jim Beam will continue its commitment to Operation Homefront, as well, with an initial donation this year of $150,000 to the organization. Most recently Jim Beam distributed 50,000 cases of a commemorative Operation Homefront bottle to help raise awareness of the organization.

Bacardi Sponsors the Black Eyed Peas

Bacardi Rum announced it is the official spirit of The Black Eyed Peas’ “The E.N.D. World Tour 2010.” The tour kicked off in the U.S. at Philips Arena in Atlanta, Georgia and will extend across 32 North American dates before moving on to Europe, Asia, Australia, Central and South America.?Bacardi’s participation in the tour includes consumer engagements, community outreach, promotions and digital activations that will translate across the globe in each country that is part of “The E.N.D. World Tour 2010.” In all city stops of the tour, members of the band will host an exclusive after party where the official BACARDI tour cocktail, the “Bacardi V.I.Pea,” will be featured.

Refreshing Grants

The first Pepsi Refresh Grant recipients – who developed the 32 ideas voted most likely to move our communities forward – have been awarded $1.3 million from the Pepsi Refresh Project. Winning proposals ranged from improving the energy efficiency of school buses to promoting financial literacy among high school students.

?In January, the Pepsi Refresh Project invited individuals and organizations to submit “shovel-ready” ideas that would positively impact their communities. From February 1 through February 28, Americans voted for their favorite ideas at In total, the Pepsi Refresh Project awarded two $250,000, ten $50,000, ten $25,000 and ten $5,000 grants.?In 2010, the Pepsi Refresh Project will give away more than $20 million. Each month, Pepsi will award up to $1.3 million in grants to the ideas with the most votes. Pepsi will accept up to 1,000 new ideas every month, and the public decides who wins.

Dos Cervezas

Dos Equis and Cerveza Tecate announced its ‘Cinco ways to Celebrate’ retail and on-premise program running in April and May.?Playing off the Dos Equis popular ‘Most Interesting Man’ campaign and Tecate ‘Con Character’ campaign, the ‘Cinco ways to celebrate’ program offers consumers the following five themes to elevate their party experience: Musica (create your own Cinco dance club) Outdoor Cantina (turn your backyard into a Cinco bash), Mysterioso (wear disguises to your Cinco celebration), Fiesta De Luna (host the after Cinco party) and The Great Feast (feast like it’s your last).

Each theme suggestion includes party tips such as themed playlist suggestions, easy recipe ideas and a checklist of essentials.?At retail, POS materials, pole toppers and mass display units with display enhancers including branded fire pits, coolers and wood crates will help create in-store destinations. Tear pads and text-in promotion codes will guide consumers to recipes and party tips. Relevant cross merchandising offers with a variety of Cinco style party foods will encourage consumers to serve Dos Equis and Tecate.?On-premise, Dos Equis will provide table tents, coasters, view finders and posters to convey the voice of the brand in addition to giveaways including branded compass key chains and necklaces.

Red Bull Goes Big(ger)

Red Bull announced it will launch its own online television station. Every hour on the hour, Red Bull TV will air content from all over the world, with a fresh selection of new programming broadcast every day.?The channel will likely feature content on Red Bull Stratos, a challenge through which skydiver Felix Baumgartner will break the record for highest and fastest free fall in human history. In March, Red Bull unveiled the space suit – the first built by David Clark Company for a non-governmental space program – in which Baumgartner will attempt the jump sometime this year.