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.