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.
Coke Opens Happiness
Coca-Cola’s team of “happiness ambassadors” kicked off the year-long Expedition 206 by ringing in the New Year in Madrid, Spain. Madrid was the first stop on the team’s 275,000-mile voyage to 206 countries and territories where Coca-Cola is sold.
The team completed the first of 206 exchanges of specially decorated Coca-Cola bottles. They presented the first commemorative bottle, which they received from Muhtar Kent, chairman and CEO of The Coca-Cola Company. In return, they received Spain’s special bottle, which they will present to their hosts on their next stop. At the end of the expedition, all 206 of these bottles will be displayed in a special collection at the World of Coca-Cola in Atlanta.
The three members of Expedition 206 will document the trip on www.Expedition206.com and a variety of social networking sites, including Facebook, YouTube, Twitter, Flickr and a TypePad blog.
Fans can follow the real-time updates with an Expedition 206 widget that collects the team’s content for publications on fans’ pages. In addition, the chat function on www.Expedition206.com allows fans to interact with the team members and other fans.
Dr Pepper Tackles Country Music, Video Games and the Super Bowl Country
Dr Pepper will award one fan and a guest tickets to the 45th Annual Academy of Country Music Awards in Las Vegas, as well as passes to a special Dr Pepper Welcome Reception with Sugarland and the post awards ACM All-Star Jam. Fans can enter for a chance to win at drpepper.com now through March 31.
Dr Pepper teamed up with country music group Sugarland to support its ACM Awards partnership. In addition to appearing at the Dr Pepper Welcome Reception, Sugarland will be featured online and on product packaging and displays.
The full promotion rules are available at drpepper.com. Entries must be received by March 31, 2010 to be eligible. The 45th Academy of Country Music Awards show airs Sunday, April 18 on CBS.
Electronic Arts Inc. and Dr Pepper launched a marketing program that delivers custom interactive entertainment to Dr Pepper fans. Consumers who buy 20 oz. bottles of Dr Pepper can also download exclusive content in EA games like virtual clothes for their Sims or body parts for their Spore creatures. Gaming fans will receive access to these exclusive add-ons for select EA titles throughout 2010 with codes found on more than 500 million Dr Pepper bottles and fountain cups. More games and enhancements will be announced throughout the year.
Dr Pepper is teaming up with KISS as a first-time advertiser during Super Bowl XLIV. The ad will air in the second quarter of the big game and feature Gene Simmons returning as “Dr. Love” in the next evolution of the brand’s “Trust Me, I’m a Dr” campaign. Paul Stanley and the entire KISS lineup will join Simmons to describe Dr Pepper Cherry’s uniquely smooth taste – achieved with a “kiss” of cherry flavor.
Budweiser American Ale Grabs a Paddle
Budweiser American Ale announced that it signed Olympian and four-time world freestyle kayaking champion Eric Jackson as an ambassador for the brand. Beginning in 2010, Jackson will be featured in Budweiser American Ale print and point-of-sale marketing, and the brand will have a presence at professional kayaking events throughout the year. Budweiser American Ale also will work with Jackson to host private training sessions, offering both experienced and novice kayakers once-in-a-lifetime opportunities to learn from the most successful competitive kayaker in history.