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IMPORT BRAND BRIEFS
Tsingtao – This summer, Tsingtao Beer has
invited consumers to “Enjoy It All Together”
with a new off-premise promotion that
features a food pairing theme designed to
leverage cross-merchandising display opportunities
in the fresh vegetable or seafood
department in chain grocery stores. The program
supports Tsingtao Lager (nationwide)
and Tsingtao Pure Draft (select markets) in
June and July.
Spaten – Spaten, one of the leading imported
German beers, has a new 12 oz. bottle.
The new bottle design is now available
across the U.S. on the entire line of Spaten
beers: Spaten Premium, Spaten Optimator
and Spaten Oktoberfest. Subtle changes
have also been made to the label, 6-pack
and 12-pack to fit the new bottle. Spaten is
widely known as one of the oldest breweries
in Germany with a 600-year brewing tradition.
All Spaten beers are brewed in strict
accordance with the Bavarian Purity Law of
1516. Spaten has also packaged three great
German beers, Spaten Premium, Spaten
Optimator and Franziskaner Weissbier in an
easy-to-carry 12-pack.
Corona – Corona and Corona Light offer
listeners a “getaway” during commercial
breaks with a new, unconventional radio
campaign. The new campaign’s 60-second
ads deliberately sound like a musical interlude
rather than a typical talk-driven commercial,
thanks to more than 50 seconds of
music-only listening time. Created with a
predominantly African-American audience
in mind, the new radio spots present music
tracks from today’s hottest urban adult
contemporary recording artists. Corona Extra
hopes the ads’ relaxed vibe and smooth
sounds will bring to life the laid-back Corona
lifestyle.
A brief tag line at the beginning of each
ad will identify it as a Corona Commercial
Getaway before launching into songs performed
by artists, including Brian McKnight,
Ne-Yo, Ruben Studdard, Joe, Musiq Soulchild
and a Tony Bennett/Stevie Wonder
duet. The campaign will run this summer in
25 markets nationwide.
Fuller’s – Two of Britain’s best-loved icons
of taste and privilege are joining forces.
Fuller, Smith & Turner, the brewery behind
highly acclaimed London Pride and Fuller’s
ESB, has won the exclusive rights to use the
name “Real British Open” and is launching
a series of marketing efforts promoting Britain’s
venerable golf tournament.
To promote the partnership, Fuller’s “Real
British Open” claret jug tap markers are
joining the line-up at upscale country clubs
and sports venues. Fuller’s is also offering
a trip for two to be the VIP guests of Fuller,
Smith & Turner’s at the 2008 British Open.
The consumer sweepstakes is being promoted
with display cards and on-premise
posters and entry forms. Consumers of legal
age can also enter the contest at www.greatbeersweepstakes.com. The contest runs
from June 1 – July 19, 2007, the final round
of the British Open. Fuller’s was also chosen
as the best regional brewer at the Oscars of
the flourishing British pub industry, the Publican
Newspaper Awards.
Hacker-Pschorr – Deeply tied to Oktoberfest,
Hacker-Pschorr has a new promotion identifying
it as part of Oktoberfest since the first
celebration in 1810, when the first celebration
took place. Hacker-Pschorr’s ‘The Difference
is Inside’ tagline will be branded on all
paper POS, including pennant strings, window
posters, table tents, temporary tattoos,
menu cards, coasters and case/price/easel
cards. Additionally, authentic Oktoberfest
banners, flags and 1 L glass mugs from Munich,
Germany, will be available, where legal.
Hacker-Pschorr is also offering consumer
mail-in rebates at off-premise accounts,
where legal, for $8 off a case (or equivalent)
and $4 off every 12-pack (or equivalent).