Anheuser-Busch Employees Tout
Environmental Messages
New Videos on the Web Site www.ourpledge.com show a series of new videos featuring Anheuser-Busch employees discussing the company's efforts to preserve and protect the environment.
Employees from the company's breweries in Fort Collins and Jacksonville, Fla., are shown in videos on the Web site sharing Anheuser-
Busch's accomplishments in water conservation, renewable energy and wildlife and habitat preservation.
In addition to the employee videos and redesigned Web site, Anheuser-Busch is highlighting its environmental initiatives with a full-page advertisement in USA Today and banner ads on select Web sites. The print ad, featuring Blair Everett from the Fort Collins brewery, commemorates America Recycles Day.
Guinness Launches Vitality Campaign
Guinness, the world's most recognizable Irish beer, has launched a new U.S. ad campaign that accentuates the beer's vibrant character. The fully integrated campaign will extend across several platforms including television, online, out-of-home and on-premise.
Called "Alive Inside," the campaign celebrates
what beer drinkers love most about Guinness: its distinctive "surge," a cascading effect that occurs shortly after being poured.
The campaign centers on a series of television
spots. The first, "Music Machine," is a thirty-second advertisement depicting the magic
that occurs within a pint of Guinness, as the iconic surge of Guinness is created by a magical musical machine, alive inside the pint.
The campaign is the brand's first since its famed "Brewmasters" ads launched in 2004.
2007 Corona Basketball Promotion
Corona Extra and Corona Light are the obvious choice for retailers and customers this basketball season thanks to all-new merchandising
materials for the “Every Game’s a Getaway” promotion.
This year’s line-up of POS material consists of pennant strings, display/case cards, base wrap, four-sided graphic towers, and Jumbotron
danglers, which will help Corona Extra and Corona Light to defeat the competition.
Icehouse Gives Fans Bobbleheads
Professional sports teams typically create bobblehead dolls to honor top athletes who can crush 500-foot home runs, perform rim-rattling slam dunks or throw a football 80 yards. But thanks to Icehouse, now even a former softball team bench-warmer-turned-accountant can become immortalized as a proudly displayed
bobblehead.
Through the Icehouse SuperFan promotion, hundreds of instant
winners will receive their own personalized SuperFan bobblehead dolls by entering an in-pack code at Icehouse.com, where they'll also be entered to win the grand prize of a trip to any U.S. sporting event. In addition, Icehouse is giving any legal-drinking-age consumer the opportunity to create and purchase ($55) their own personalized bobblehead at Icehouse.com, where they simply upload their photo and choose between a football, basketball or baseball uniform for their bobblehead.
Through the end of December, consumers will receive an in-pack code with the purchase of 12- and 24-pack cases of Icehouse.
They can enter that code at Icehouse.com to be automatically
entered into the grand prize dream sports trip drawing and for a chance to instantly win their own personalized bobblehead. However, no code is needed to upload a photo to purchase a personalized
bobblehead.
The grand prize winner will receive round-trip airfare for four people to their destination city, as well as hotel accommodations and four tickets to their dream sporting event. The sporting experience
is completely up to the grand prize winner. In fact, last year's grand prize winner, David Alan Hays, chose to attend The Iditarod dogsled race in Alaska. More details and official rules are available at Icehouse.com.
Canadian Club Whisky Tells
Consumers “Damn Right
Your Dad Drank It”
Beam Global Spirits & Wine, Inc. and Canadian
Club Canadian Whisky, the number two Canadian whisky in the world, unveiled the first multi-layered national advertising campaign for the brand in almost 20 years. “Damn Right Your Dad Drank It” features candid imagery from the 1960s and 1970s and provocative taglines that remind consumers
that their dads were once cool, stylish and decidedly masculine – and they chose to represent these traits through their drink choice: whisky cocktails made with Canadian
Club. In support of "CC" and its new brand platform, Beam Global is supporting the campaign with a significant increase in its advertising and promotional spend. The November campaign launch will be supported by print, out-of-home and radio advertising, experiential elements, point-of-sale items and in-market events that will continue throughout the brand’s 150th anniversary
in 2008.
The thought-provoking campaign challenges
consumers to embrace their dads’ classic masculinity, most visibly expressed through their choice to drink Canadian Club whisky cocktails. In launching “Damn Right,” CC invited Beam Global employees
to search through their photo albums to submit images that epitomize the campaign.
Many of these photos are included in “Damn Right” campaign advertising and point-of-sale elements. In particular, the first ad execution, “Your Mom Wasn’t Your Dad’s First,” and several point-of-sale materials
feature vintage photos of a mid-late twenties Dan Tullio, Canadian Club’s current global brand ambassador.
Additional executions of “Damn Right” incorporate the intelligent humor characteristic
of this campaign and include headlines such as “Your Dad Was Not a Metrosexual” and “Your Dad Never Got a Pedicure.” Beginning
in November 2007, consumer print advertisements will run in Rolling Stone, Sports Illustrated and Sporting News, with additional placements in Playboy, Men’s Journal, Esquire, Outside and Men’s Fitness in December 2007 and throughout 2008. The campaign will also be featured in spirits trade publications, radio, out-of-home media
buys and viral elements.