Promotion Parade

Anheuser-Busch Employees Tout Environmental Messages

New Videos on the Web Site show a series of new videos featuring Anheuser-Busch employees discussing the company’s efforts to preserve and protect the environment.

Employees from the company’s breweries in Fort Collins and Jacksonville, Fla., are shown in videos on the Web site sharing Anheuser- Busch’s accomplishments in water conservation, renewable energy and wildlife and habitat preservation.

In addition to the employee videos and redesigned Web site, Anheuser-Busch is highlighting its environmental initiatives with a full-page advertisement in USA Today and banner ads on select Web sites. The print ad, featuring Blair Everett from the Fort Collins brewery, commemorates America Recycles Day.

Guinness Launches Vitality Campaign

Guinness, the world’s most recognizable Irish beer, has launched a new U.S. ad campaign that accentuates the beer’s vibrant character. The fully integrated campaign will extend across several platforms including television, online, out-of-home and on-premise.

Called “Alive Inside,” the campaign celebrates what beer drinkers love most about Guinness: its distinctive “surge,” a cascading effect that occurs shortly after being poured.

The campaign centers on a series of television spots. The first, “Music Machine,” is a thirty-second advertisement depicting the magic that occurs within a pint of Guinness, as the iconic surge of Guinness is created by a magical musical machine, alive inside the pint.

The campaign is the brand’s first since its famed “Brewmasters” ads launched in 2004.

2007 Corona Basketball Promotion

Corona Extra and Corona Light are the obvious choice for retailers and customers this basketball season thanks to all-new merchandising materials for the “Every Game’s a Getaway” promotion.

This year’s line-up of POS material consists of pennant strings, display/case cards, base wrap, four-sided graphic towers, and Jumbotron danglers, which will help Corona Extra and Corona Light to defeat the competition.

Icehouse Gives Fans Bobbleheads

Professional sports teams typically create bobblehead dolls to honor top athletes who can crush 500-foot home runs, perform rim-rattling slam dunks or throw a football 80 yards. But thanks to Icehouse, now even a former softball team bench-warmer-turned-accountant can become immortalized as a proudly displayed bobblehead.

Through the Icehouse SuperFan promotion, hundreds of instant winners will receive their own personalized SuperFan bobblehead dolls by entering an in-pack code at, where they’ll also be entered to win the grand prize of a trip to any U.S. sporting event. In addition, Icehouse is giving any legal-drinking-age consumer the opportunity to create and purchase ($55) their own personalized bobblehead at, where they simply upload their photo and choose between a football, basketball or baseball uniform for their bobblehead.

Through the end of December, consumers will receive an in-pack code with the purchase of 12- and 24-pack cases of Icehouse. They can enter that code at to be automatically entered into the grand prize dream sports trip drawing and for a chance to instantly win their own personalized bobblehead. However, no code is needed to upload a photo to purchase a personalized bobblehead.

The grand prize winner will receive round-trip airfare for four people to their destination city, as well as hotel accommodations and four tickets to their dream sporting event. The sporting experience is completely up to the grand prize winner. In fact, last year’s grand prize winner, David Alan Hays, chose to attend The Iditarod dogsled race in Alaska. More details and official rules are available at

Canadian Club Whisky Tells Consumers “Damn Right Your Dad Drank It”

Beam Global Spirits & Wine, Inc. and Canadian Club Canadian Whisky, the number two Canadian whisky in the world, unveiled the first multi-layered national advertising campaign for the brand in almost 20 years. “Damn Right Your Dad Drank It” features candid imagery from the 1960s and 1970s and provocative taglines that remind consumers that their dads were once cool, stylish and decidedly masculine – and they chose to represent these traits through their drink choice: whisky cocktails made with Canadian Club. In support of “CC” and its new brand platform, Beam Global is supporting the campaign with a significant increase in its advertising and promotional spend. The November campaign launch will be supported by print, out-of-home and radio advertising, experiential elements, point-of-sale items and in-market events that will continue throughout the brand’s 150th anniversary in 2008.

The thought-provoking campaign challenges consumers to embrace their dads’ classic masculinity, most visibly expressed through their choice to drink Canadian Club whisky cocktails. In launching “Damn Right,” CC invited Beam Global employees to search through their photo albums to submit images that epitomize the campaign. Many of these photos are included in “Damn Right” campaign advertising and point-of-sale elements. In particular, the first ad execution, “Your Mom Wasn’t Your Dad’s First,” and several point-of-sale materials feature vintage photos of a mid-late twenties Dan Tullio, Canadian Club’s current global brand ambassador.

Additional executions of “Damn Right” incorporate the intelligent humor characteristic of this campaign and include headlines such as “Your Dad Was Not a Metrosexual” and “Your Dad Never Got a Pedicure.” Beginning in November 2007, consumer print advertisements will run in Rolling Stone, Sports Illustrated and Sporting News, with additional placements in Playboy, Men’s Journal, Esquire, Outside and Men’s Fitness in December 2007 and throughout 2008. The campaign will also be featured in spirits trade publications, radio, out-of-home media buys and viral elements.Milk Processors Launches 2008 Promos

The Milk Processor Education Program (MilkPEP) has announced the Campaign for Healthy Weight, a new year-long campaign that includes retail promotions to raise milk sales. Americans are looking for healthy lifestyle solutions and understand the link between healthy weight and overall well-being. The Campaign for Healthy Weight positions milk to meet consumers’ needs and will kick off in January 2008 with the release of a new report titled “The State of Weight Management in America.”

The new programs developed for 2008 will help increase awareness among women while providing them with the promotional support they need to drive increased milk sales. The first quarter will bring a new program for women as they prepare for the warm months. Together with Curves fitness centers, in-store POS promotes the offer to redeem milk caps for a two-week trial membership at Curves locations nationwide. Additionally, women can register online for a chance to win a two-year membership.

A new promotion coinciding with Mother’s Day will reward moms for making healthy choices for her family. In-store POS recognizes mom as the “Chief Health Officer” and promotes a sweepstakes to win a salary of $100,000.

An exciting retail feature incentive program kicks off in August, just in time for back-to-school, that touts the nutritional benefits of chocolate milk as a muscle recovery beverage. “Refuel With Chocolate Milk” pours on the fun allowing retailers to earn adidas prizes. In-store POS and other promotional support emphasizes the valuable combination of protein and carbohydrates that make chocolate milk a healthy choice for even the most active athletes.

For moms who want to give their children a healthy treat, the “Official Drink of Halloween” returns in October featuring a variety of opportunities for increasing chocolate milk sales. A retail feature incentive program allows retailers to win iPod nanos for participating in the promotion through point-of-sale displays, advertisements, and grassroots outreach during the month of October.

All promotions in 2008 will include a Hispanic overlay to customize these programs for the Spanish-speaking population. Retailers should call their local processor or the MilkPEP hotline at 800-945-MILK for more details. Additional information about retail promotions can be found at

Daily’s Goes From Fall to Winter

Daily’s, America’s premium brand of non-alcoholic cocktail mixes and premixed cocktails launches their fall Bloody Mary “Win the Ultimate Home Tailgate Den” promotion as the chill hits the air and the fall sports season is well underway.

Daily’s fully-integrated program includes both consumer and trade components and is designed to drive sales of Daily’s non-alcoholic Bloody Mary mixers – available in Original, Salsa and Thick & Spicy flavors – along with their popular new Bloody Mary ready-to-drink 1.75L bag-in box package.

On the consumer side, Daily’s is executing a multi-dimensional program that includes a consumer sweepstakes with the ultimate “Tailgate Den” grand prize that includes a BOSE home entertainment system, 50-inch plasma HDTV, Nintendo Wii system and Game Cube and $500 team merchandising gift certificate. On-line advertising, targeted email blasts, program specific POS including case card, blimp lug-ons, pennant streamers, shelf talkers and table tents along with pre-packed on-packs will be activated to support awareness and interest in the program.

In addition, Daily’s is introducing a trade component which includes a sweepstakes program encouraging retailers and on-premise owners/managers to visit and register with Daily’s new trade focused website. The new website positions Daily’s as the “Cocktail Expert” and provides a wide range of valuable information and useful trade tools to the users right at their fingertips. Those who set up an account on Daily’s new trade website can enter to win a 50” plasma HDTV during the program period.

The search for DEWmocracy

Forest Whitaker and Mountain Dew have teamed up to develop “DEWmocracy” – a virtual world that will allow consumers to create the next Mountain Dew beverage online. DEWmocracy is the first-ever interactive, story-based online game that will result in a consumer- generated beverage innovation.

Consumers may now go to to enter the DEWmocracy experience that features a live-action short-film and an animated game featuring mystical 3D characters. The player’s online journey includes various challenges that give them the tools to develop every aspect of a new Mountain Dew drink, including the color, flavor and label graphics.

Whitaker narrates the live-action video and developed all of the elements of the DEWmocracy experience, including the story, the live-action film, the animated characters, and game design.

When players enter the game at, they are asked to select a drink flavor and will later join one of three teams that will develop different “candidates” for the next Mountain Dew line extension. Each team will “campaign” for its beverage candidate. The winning Mountain Dew candidate will be decided by online votes, making the selection process a true “DEWmocracy.”