Promotion Parade

Jim Beam (Kid) Rocks

Jim Beam Bourbon, in partnership with Atlantic Records, is making exclusive downloads of Kid Rock tracks available to fans who purchase its Jim Beam or Red Stag brands. Codes for downloading the otherwise unavailable music will be available on special edition gift cartons of the two brands. In some states, the codes are supplied via tear pad coupons, per legal requirements.

Makers Marks Summer Holidays

Makers Mark Bourbon is celebrating Independence Day and honoring United States service men and women with a limited edition Red White and Blue Triple pack. The Triple Pack combines a bottle of Makers Mark sealed with the brand’s trademark red wax with two more bottles – one each sealed with white and blue wax. The package is now available in retail outlets.

Corona Beaches Times Square

Corona Extra and Corona Light hosted a 24-hour beach party in New York City’s Times Square on May 20th. This event kicked off Corona’s “Win a Beach Getaway” summer promotion, which runs through July 31. The Corona “pop-up” beach boasted 30 tons of sand spanning 2,500 square feet, as well as ocean sounds, palm trees, beach chairs, bean-bag toss games, the world’s largest Corona bottle (measuring 30 feet tall), and Corona giveaway items including sunscreen, bead necklaces and key chains. As part of the promotion, Corona inserted 2,000 Corona Extra and Corona Light 12 oz. bottles with special graphic wraps and an entry codes in specially marked 12-packs, 18-packs and 24-packs. Consumers can redeem the codes at for a chance to win one of 1,000 prizes including 100 Grand Prize trips for two to Cancun, Mexico.

Elated to Help

Elations announced the launch of its Boomers Building a Better America initiative. The program is designed to reward baby boomers who actively volunteer and want help completing specific projects. Former Olympic gymnasts and community activist Nadia Comaneci and her husband Bart Conner will help choose the winning projects, which will receive cash grants and expert advice along with additional tools and resources.  Boomers can learn more about this program and apply for the grants at or Projects will be chosen by an independent panel of judges. Three winners will be announced Fri. July 30.

Capt. Morgan’s Birthday Maxim

Captain Morgan celebrated his 375-ish birthday on May 15. In honor of the event, Captain Morgan teamed up with Maxim Magazine to host birthday bashes in Philadelphia, Las Vegas, Chicago, Tampa Bay, and Minneapolis. Buddy Valastro and his team at Carlo’s Bakery (the setting of the TV show “Cake Boss”) created a special birthday cake featuring Captain Morgan for the event in Philadelphia. Break Media supported the event with a web video celebrating “Captain Morgan Day.”

Nestle Partners for Parks

Nestle Waters North America Inc. announced its 2010 partnership with the National Parks Conservation Association. To support NPCA’s work, Nestle Waters North America will donate $600,000 to the organization. Additionally, Nestle Waters’ Regional Spring Water brands will support the NPCA with specific restoration needs, including trail maintenance and construction, removal of non-native, invasive plants, wetland restoration and general park maintenance. The partnership will be communicated at retail on select packages of Nestle Waters’ Regional Spring Water brands from May 2010 to July 2010, and through advertising, public relations, and online marketing. Nestle’s Arrowhead Brand Mountain Spring Water is also sponsoring a Facebook Cause promotion, through which the brand will donate up to an additional $40,000.

Fruit2O Fights Diabetes

Fruit2O water is partnering with the American Diabetes Association to promote the fight to stop diabetes. As part of its small changes>Lifelong Results campaign, the Fruit2O brand is asking consumers to pledge to make a small change in their life that will have a big impact on their health. For every pledge collected at local events and through Fruit2O’s Facebook page, the brand will donate $1 (up to $5000) to a local, participating American Diabetes Association. The participating market that obtains the most pledges by Aug. 15 will win an additional $15,000. From May 14 to Aug. 8, the Fruit2O brand will visit 10 markets with free samples of Fruit2O and a traveling pledge wall where visitors can post their own “small change.” Consumers can also submit their “small change” on the online pledge wall at, and select a participating American Diabetes Association to receive the pledge. The pledge donation supports the following American Diabetes Associations: Chicago, Boston, Hartford/New Haven, Washington DC, New York, Cincinnati, Grand Rapids, Philadelphia, Baltimore, and Detroit.

WAT-AAH’s _____ Idea

WAT-AAH! took on soda manufacturers with its “Don’t Drink _____, Drink WAT-AAH!” campaign. The campaign filled the blank spot with With “Soda,” “Sugar,” “Junk,” and “&#%+!,” For the month of May, the “Don’t Drink ___” ads ran outdoors in New York City with wild-postings and street stencils. The campaign was accompanied by a viral execution showing the WAT-AAH! boy covering traditional soda icons and images that he encounters on the streets. These videos and posters will also appear on the company’s website, YouTube, Facebook, and other social media sites. Additionally, print ads have been purchased to run in local family and parenting magazines in key markets across the country, such as Philadelphia, Boston, Los Angeles and San Diego.