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.
RB PICKS UP RB
New Orleans Saints running back and 2005 Heisman Trophy winner Reggie Bush will be the first NFL player, and the first player from any of the top four American professional sports leagues, to be supported by Red Bull.
Bush joins a roster of champions such as Olympic Beach Volleyball gold medalists Todd Rogers and Phil Dalhausser, Motocross Champion James Stewart, X Games Champion Shaun White, and World Record holder Robbie Maddison to name just a few, and will work hard to add the Vince Lombardi Trophy to the list of accomplishments reached to date by Red Bull athletes around the world.
Beauty queen, author, actress and humanitarian Dayanara Torres is the latest famous face to wear a milk mustache and is the official spokesperson of got milk’s wellness campaign. As part of the campaign, Dayanara will help “reintroduce” Hispanics to milk as nature’s wellness drink.
Dayanara is one of a cadre of more than 250 famous faces who have lent their upper lips in support of milk. She helped launch the new “Drink Well. Live Well.” initiative for the Hispanic got milk? Campaign at a press conference in Miami. The wellness initiative for milk includes new national television commercials, a coast-to-coast wellness tour and Dayanara’s Milk Mustache ad.
The new campaign draws attention to the wellness benefits of milk. Milk supplies many of the vitamins and minerals that Hispanics fail to get enough of in their daily diets, and a new report entitled “The New Face of Wellness: A Look at America’s Milk Drinkers” documents the science-based benefits of drinking milk. Decades of studies show that milk drinkers have stronger, denser bones and are less likely to suffer from osteoporosis.
Other studies suggest that grabbing as little as one glass of low-fat or fat free milk a day could help protect your heart and may reduce the risk for type 2 diabetes and metabolic syndrome, while emerging evidence suggests the nutrients in milk may play a role in reducing the risk of certain cancers. The new report is available at www.eligeleche.com, where consumers have the chance to win one of four exclusive spa retreats at the luxurious Grand Wailea Resort and Spa in Maui.WHAT’S THE GOOD NAME?
Heineken USA announced a new campaign with its new marketing platform, “Give Yourself a Good Name.” The campaign showcases subtle ways in which consumers decide to “give themselves a good name” through their actions, their words and their choices.
The campaign takes everyday situations and shows how people can apply the Give Yourself a Good Name viewpoint to make a positive impact. Heineken Premium Light will also be fully integrated into the new platform.
The first television spot, a 30-second ad featuring John Turturro, debuted during the NFC Championship game on Jan. 18. A second second 30-second spot with Turturro aired in 27 markets during the Super Bowl XLIII broadcast.
In mid-March, Heineken USA will debut the full campaign with national media, print, OOH, promotions, on-and off-premise activation, PR and digital.
In addition to the three Turturro spots, the campaign will include 11 more TV spots – including new executions for Heineken Premium Light, Hispanic and African American.