Pernod-Ricard
Pernod Ricard will be maintaining a festive line-up of
value-added packaging and point-of-purchase displays for
trademark brands Kahlúa, Stolichnaya, Chivas Regal, Beefeater,
Jameson, Martell, Wild Turkey, The Glenlivet and Hiram
Walke this holiday season. The specially designed promotional
materials will keep Pernod Ricard brands top of
mind and offer consumers shopping convenience during the
hustle-and-bustle of the holidays.
The 2006 off-premise holiday promotions for Pernod Ricard’s
brands include:
• The exotic spirit of Kahlúa
will be available in two holiday
gift giving packages; the
Kahlúa 750 ml. with two elegant
White Russian glasses
or alone in a holiday 750
ml. gift box. Supporting the
value-added packaging will
be a pole topper, shelf talker
and a two-sided, acrylic case
card with recipe tear pad.
• Stolichnaya Vodka is offering
two special gift packs;
one that features a 750 ml.
of Stoli with two frosted shot
glasses and one that features
a 750ml of Stoli packed with
four 50 ml’s of popular Stoli
flavors. Larger Stoli flavors
will also include unique gift
wrap packages.
• Beefeater London dry Gin
enters the holiday season
with two value-added packs
to attract store traffic. The
Beefeater 750 ml. with two
Collins glasses gift set and
the Beefeater 1.75 with cocktail
shaker gift set make a
great and convenient gift to
customers.
• Wild Turkey Kentucky
Straight Bourbon comes
to the holiday table with
a range of gift packs that
include a Wild Turkey 101
with two rocks glasses, Wild
Turkey Rare Breed with two
rocks glasses and a Wild Turkey 101 750 ml. gift carton.
Point-of-sale has been designed in the unique personality
of the brand.
Best. Job. Ever.
The makers of Chivas Regal scotch are launching Year
Three of the Search for The Chivas Life, seeking two people
to become Chivas Life Ambassadors for an entire year, traveling
the globe together in search of extraordinary experiences.
Now encompassing twelve months, this latest Search
will appoint two Chivas Life Ambassadors to serve as international
representatives of the world's smoothest Scotch
whisky, whose compensation, including travel stipend, will
be $200,000. Their duties will include interacting with international
and domestic media, recording their adventures
online, hosting mentoring events and attending exclusive
Chivas Life events such as Elephant Polo and Snow Golf.
Another new component of the Search is The Chivas
Studio, open for several weeks in six major markets - New
York, Dallas, Miami, Chicago, Los Angeles and Las Vegas.
In a custom-designed space in each city, the Chivas Studio
will be open to film Chivas Life Ambassador applicants onsite,
while at night, the Studio will offer various facets of The
Chivas Life, whether it's an intimate Chivas Musica event, a
Chivas Life party, or various exhibits.
Applications for the two positions will be accepted through
March 30, 2007, and will be reviewed by a panel of travel and
lifestyle experts. For more information, or to download an
application, visit www.chivaslifeambassador.com.
That Time Already
Miller Lite and Miller Genuine Draft
are attracting consumers at retail by
promoting Better Beer for the Big
Game. A national sweepstakes offers
consumers a chance to win a championship
bonus, off-premise accounts are
invited to build their own super party
central and drive awareness with football
themed floor decals, static stickers,
stadium spectaculars, cut-outs, inflatables
and yard markers.
Plus, consumers can stock up for
their own big game party with these
special cross-merchandising offers
from Hillshire Farms Lit’l Smokies, TGI
Friday’s frozen snacks, Jack Daniel’s
sauces and marinades and Cheez-It
Snack Crackers. This promotion will
run from January 1 to February 5. See
your local distributor for details and to
request merchandising materials.
Heaven Hill
Heaven Hill’s PAMA Pomegranate
Liqueur, the world’s first true pomegranate
liqueur, will release a full
consumer and trade media campaign
beginning in November with consumer
placements in GQ, InStyle, Vanity
Fair and Vogue through October 2007.
The campaign will continue to drive
consumer and trade awareness for
PAMA Pomegranate Liqueur – one
the industries’ hottest products. The
ad campaign is designed to capitalize
on the overwhelming consumer
and trade response to the product’s
introduction. Consumer insertions
will feature a scent strip, much like
perfume ads, with the alluring scent
of PAMA in a campaign titled, “Pomegranate
Perfected.”
On the first anniversary of the
product’s launch, PAMA Pomegranate
Liqueur will also feature regional
consumer ads in New York style publication
Gotham, Miami social magazine
Ocean Drive and the social-life
based Chicago Scene.
The trade ad campaign will cover
publications dedicated to both retail
and on-premise spirits business. In
the campaign, a PAMA Martini sits
atop a pomegranate set against a
background of the PAMA Tree logo in
silver. The recipes will highlight the
brand’s mixability and great flavor.
Diageo
Diageo, which recently acquired Bushmills Irish Whiskey,
has announced a new packaging and advertising campaign
designed to build the brand’s profile in the Irish whiskey category.
The new campaign is the first for Bushmills.
The campaign will also reference a March 8, 2006, New
York Times article that selected Bushmills 10 Year-Old Single
Malt as the Number One Irish whiskey among 16 competitive
whiskies. The ads recently launched in sports publications,
including Sporting News, USA Today, and the Times.
The campaign will continue through the rest of the year in
men’s lifestyle, news and trade magazines such as Blender,
The Onion, Men’s Fitness and Men’s Journal.
The campaign will also prominently feature the new Bushmills
packaging, which conveys a more contemporary feel,
yet retains the brand’s strong Irish heritage.