Promotion Parade

Maine Root takes Root

Organically sweetened soft drink maker Maine Root has kicked off a new program that will let consumers offset the carbon emissions created by their daily lives. Maine Root will use $5 donations from customers to plant trees, which absorb carbon dioxide from the air. The Portland, Mainebased company will also funnel part of the donations to the Energy Foundation at

The Plant a Tree In ME program is available immediately for all consumers who shop at the Maine Root online store at, and want to add the donation to the purchase price. The company also has a Web site,, that provides details on its environmental programs. Maine Root has made the program part of their online store that customers go through when they order their organically sweetened Root Beer, Sarsaparilla, and Ginger Brew. Along with choosing what kind of soda they want, customers will be able to click on a page that says “Plant a Tree in ME!”

Put a Goose in your Rolls

Grey Goose has teamed up with Rolls-Royce to create two customized limited-edition Rolls-Royce Extended Wheelbase Phantoms to serve as a platform to promote their social responsibility message of enjoying a safe night on the town, while delivering a luxury experience that cannot be replicated. The public should look for the 2007 Grey Goose Rolls- Royce Extended Wheelbase Phantom at high-profile events and around the town, where trained chauffeurs will educate passengers on Grey Goose and the importance to “Sip Responsibly.” Additionally, vehicles will be utilized to raise money for local and national charity partners and ultimately auctioned off at the end of the program for charity.

High-Energy Rugby

USA Rugby and Cooper Tea Company have signed an agreement making BAZZA High-Energy Tea the official high energy sponsor for rugby in this country, marking the first time USA Rugby has elected to officially partner with a high-energy beverage. In conjunction with this announcement, Cooper Tea has launched a BAZZA Rugby Scholarship & Awards campaign. For every bottle of BAZZA High-Energy Tea that was sold in February, a portion of the profits will be used to fund scholarships and awards that recognize excellent rugby play at the team and individual level.

Official sponsorship status gives BAZZA sole ownership of the high-energy category for all USA Rugby sanctioned events: clinics, playoffs, championship events, and international invitational; exclusive broadcast partner of the USA Rugby College National Championship; exclusive pouring rights at all USA Rugby club series, playoffs and championship events; naming rights for the USA Rugby college national championships; and presenting sponsor status for the USA Men’s National Team International Invitational, a match versus the world famous Munster Rugby Club in August 2007, held prior to the Rugby World Cup in France in October.

A New Dream: Drink Jack Daniels, Drive Really Fast

Jim Beam, The Official Spirit of Racing, has announced it will give one lucky race fan and three of their friends the unique opportunity to do “double-duty” by attending on Sunday, May 27, both the Indy 500 in Indianapolis and the 600 at Lowe’s Motor Speedway in Charlotte for a second year in a row. With scheduling making it almost impossible for current drivers to participate in both races, the winner is truly awarded with a unique chance to experience 1100 miles of great motorsports racing, all in one day.

The winner and guests will receive VIP treatment for the entire weekend, including private air transportation from Indianapolis to Charlotte. At each track, the winners will enjoy the race from an exclusive VIP suite. They will also have the chance to meet and support the two Jim Beam-sponsored drivers, Michael Andretti and Robby Gordon.

The promotion kicked off on Feb. 14 and race fans can enter through regular mail or online at The winner is tentatively scheduled to be announced on May 1, 2007.

Jim Beam will once again support Andretti’s return to racing as he comes out of retirement to drive in the 91st Indianapolis 500.

On the NASCAR side, Jim Beam is entering its third year with Robby Gordon Motorsports as a primary sponsor of the No. 7 Ford Fusion driven by team owner Robby Gordon. For the 600 at Lowe’s Motor Speedway, Gordon will support Jim Beam Black Bourbon by racing in a special Jim Beam Black paint scheme. For Gordon, a “double-duty” racer for a record four times, the Jim Beam 1100 is particularly special.Your New Contractor: the High Life

Miller High Life and Miller High Life Light are giving consumers the chance to win the backyard of their dreams through the “Built to Spec” promotion, an off-premise event with POS and specially-marked packaging driving them to purchase Miller High Life/ Miller High Life Light, receive an in-pack promotional code and enter online for a chance to win their “ultimate” backyard, as well as a variety of secondary prizes.

One grand prize winner receives their ultimate backyard as created in their virtual blueprint, which includes a personal landscape design consultant. 1,065 secondary prizes will be awarded via random drawing at the promotion’s end, including home improvement retail gift cards in $50 denominations, as well as a selection of backyard prizes featured in the grand prize portion of the promotion including: Outdoor Coolers, Gas Grills, Hammocks and Fire Pits.

Off-premise accounts will drive awareness and build excitement with displays featuring: a unique gazebo display spectacular, coolers, collapsible chairs, basewrap, display cards and static stickers. This promotion runs through April 30.

Cinco de Mayo Corona-Style

Corona’s new grande “Cinco Celebración” promotion will explode onto the scene with an outpouring of increased sales and profits. With innovative new materials for both the on- and off-premise, retailers will have all the Corona Extra and Corona Light support necessary to make this an outstanding Cinco de Mayo. Off-premise accounts will receive a full line of merchandising elements including display/case cards, pennant strings, four-sided graphic towers, die-cut floor decals, C-store pricing cards, base wrap and Cinco Celebración inflatables. Highlighting this year’s merchandising materials is the Cinco Cantina. Versatile enough to showcase 25-150 cases, the display can be used in the c-store, grocery and liquor segments.