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

Nestle USA has joined a coalition of more than 40 retailers, food and beverage manufacturers and non-governmental organizations to launch the Healthy Weight Commitment Foundation, a national, multi-year effort designed to help reduce obesity – especially childhood obesity – by 2015.

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.

St. Pauli Girl Names Spokesmodel to Second Term

Katarina Van Derham has been named the 2010 St. Pauli Girl spokesmodel, marking the first time that the same woman has served as the German barmaid icon for two consecutive years. St. Pauli Girl allowed fans to choose the official 2010 poster in an online vote at, where consumers can now get a copy of the winning poster.

In 2010, Van Derham will continue bringing the German barmaid icon to life on the St. Pauli Girl media tour. As part of her St. Pauli Girl duties, Van Derham underwent extensive beer education, including formal training with the Siebel Institute of Technology and World Brewing Academy.

To kick off her tour, Van Derham appeared in Los Angeles on Tuesday, Feb. 2, and in San Diego on Wednesday, Feb. 3, when she visited Camp Pendleton Marine Base.

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.