Promotion Parade

SIMPSON STAMPEDE

Stampede Light Beer has announced a partnership and investor relationship with Jessica Simpson. Started by a fitness expert and former Anheuser-Busch marketing employee, Lawrence Schwartz, and formulated by the late Dr. Joseph Owades (the creator of the first-ever light beer in 1967 – now Miller Lite), Stampede Light has drinkability and marketing appeal that speaks directly to a healthier consumer.

As a small but aggressive start-up, Stampede Brewing Co. was looking for a global icon that represented its core values: healthy living, individuality, and personal responsibility. Stampede Light is infused with B vitamins, folic acid, and folate.

Simpson will receive a 15 percent stake in the company as an investor.

DR PEPPER AND DOUG FLUTIE TEAM UP

Dr Pepper is kicking off the college football season by going back to school – literally. A long-time supporter of college football, Dr Pepper has joined forces with Heisman trophy winner and College Football Hall of Fame quarterback Doug Flutie to give students around the country a chance to compete for one of three $100,000 scholarships in the Dr Pepper Get More from Game Day promotion. As part of the promotion, six pre-selected fans will win the chance to throw footballs during halftime of select college football conference championship games, for the ultimate prize: college tuition, courtesy of Dr Pepper.

For the 13th consecutive year, Dr Pepper is offering fans the chance to win exciting prizes in-store, online and, for several lucky consumers, on the field. Fans can enter for a chance to win simply by visiting http://drpepper.com and entering game codes found on specially-marked Dr Pepper and Diet Dr Pepper. In order to be eligible for a scholarship prize, fans must be between 18 and 24 years of age and registered at a college, university or postsecondary vocational institution located in the United States, as a full time student (12 hours) by the 2009 fall semester.

From now through Nov. 1, 2008, fans can qualify for a chance to win the grand prize: tickets to one of three Conference Championship games – SEC Football Championship on CBS presented by Dr Pepper, the Dr Pepper ACC Championship and the Dr Pepper Big 12 Championship. On Saturday, Dec. 6, 2008 – during halftime of each game – two grand prize winners per conference championship will also get to show their stuff on the field in front of a national audience.

In addition to the scholarship promotion, Dr Pepper is also helping all fans get more from game day all season long with a 1:6 wins under the cap promotion. Drink Dr Pepper and enter codes at http://drpepper.com for a chance to win one of more than 62 million prizes. Prizes include a trip to a college football conference championship game, Nintendo Wii, ESPN gift cards, Rover televisions, and a wide range of Dr Pepper-themed prizes including t- shirts, hoodies, baseball caps, screensavers, product coupons and more.

MORE MOUNTAIN DEW ART

Mountain Dew is continuing its aluminum bottle campaign with six new, limited-edition bottles designed by emerging artists. Building on the Green Label Art project launched by the brand last year, the new round of winners includes Billy the Artist, Mark Smith, Mike Sutfin, PJ Richardson, Stephan “Maze” Georges and Troy Denning. The brand is adding videos to promote each artist and hosting parties for the artists and brand.9 ARTISTS FOR 1800

Proximo Spirits, Inc. and 1800 Tequila have announced an international campaign, commissioning nine artists to design limited edition bottles for the premium tequila brand. “Essential Artists” allows for up-and-coming artists to showcase their visions on a unique medium, offering an exciting perspective both in the art world and beyond.

A unique mix of palette and palate, Essential Artists celebrates the talents of artists from the United States and Mexico. In recent years, tequila has emerged as the discerning drink du jour, appearing on many of the premier cocktail menus in the country and winning over discriminating young moderns with its clean flavor and unmistakable kick. With the launch of Essential Artists, 1800 encourages tequila drinkers to tap into their artistic side.

The nine artists commissioned to design these collectible limited edition bottles include Jorge Alderete (Mexico City), Jeremy Bacharach (Chicago), Glenn Barr (Detroit), Will Chambers (Chicago), Chris Dean (Detroit), Dosa Kim (Atlanta), Josh Ellingson (San Francisco), Hannah Stouffer (Oakland) and Urban Medium (Atlanta). Only 1,800 bottles have been produced with each design and they will be available for $34.99 at high-end liquor stores.

The specially commissioned artwork is part of an $8 million outdoor advertising and promotional campaign across the country — a new-generation museum that brings art to the people. For those who are unable to view the high-impact billboards in person, the campaign will also be available online at www.1800Tequila.com.

In addition to the Essential Artists campaign, 1800 fans will be able to design their own bottle and enter a competition to be selected for the 2009 billboard campaign. As an added bonus and in collaboration with Gourmet Kickz, consumers will be able to create their own pair of custom sneakers at www.1800Tequila.com using artwork from the 1800 Essential Artists series.

AMSTEL GOES DUTCH

Amstel Light, a leading imported light beer from Holland, unveiled this past May a powerful differentiator to drive its new marketing campaign – the brewing tradition and free spirit of its birthplace, Amsterdam. Research showed that the most ownable space for Amstel Light was based on a brand equity it had all along but just hadn’t fully leveraged, and that is “Amstel Light is brewed in Amsterdam in the Amstel tradition, which dates back to 1870.”

The campaign is anchored by the statement “One Dam Good Bier”– a line that describes the quality of Amstel Light, but also speaks to the premium beer’s Amsterdam roots by linking the spelling of the word “Dam” to the Dam in Amsterdam.

The campaign is designed to drive all Amstel Light communications, consumer events and major initiatives. The 360-degree initiative has been created to capture the spontaneous, open-minded spirit of Amsterdam that’s brewed into every bottle of Amstel Light.

Consumers can also visit www.amstellight.com to experience the campaign through unique interactive experiences that allow for full immersion into the birthplace of Amstel Light. The revamped website includes unique videos, information on upcoming events and promotions, downloadable ring tones, wallpapers and screensavers.