social media watch
Posted by Sheila Shayon on July 14, 2014 05:05 PM
Heineken’s latest social extension is a Twitter tool that will “unlock the secrets of their city” wherever a consumer is, offering restaurant, café and bar suggestions based on location.
Part of the brewer’s Cities of The World campaign, the platform is an algorithmic mash-up of tweets, check-ins and photos across Twitter, Instagram and Foursquare that analyzes what locations are trending. Not only does a tweet to @wherenext generate a variety of choices, it links to a mobile-ready website with reviews and images.
“Yes, it’s a branded utility, but one of the key things we decided was that we didn’t want to do this on a Heineken handle,” Paul Smailes, Heineken's global head of digital, told The Drum. “We felt doing it on @wherenext provided more credibility for people to use it. What we found out from research was that there were varying degrees of credibility of trust for a brand to do it, people felt like, ‘Is this just going to be a Heineken bar finder service?’ We absolutely did not want to provide that kind of service or the perception that that was what we were doing.”Continue reading...
Posted by Mark J. Miller on July 11, 2014 05:38 PM
Read All About It: Advertised Alcohol Brands are Favorites Among Underage Drinkers
When it comes to consuming alcohol, underage drinkers don’t have a lot of imagination. According to a new report in the Journal of Studies on Alcohol and Drugs, young consumers tend to drink the alcohol that is seen most in advertisements.
The 25 brands most popular with those under 21, such as Bud Light, Smirnoff and Jack Daniel’s, also happen to be more likely to advertise in magazines that are read by that age group.
“We've got at least 14 long-term studies that have looked at young people's exposure to alcohol advertising and found that the more exposed they are the more likely that they are to start drinking or if already drinking, to drink more,” David Jernigan, the study's senior author, told Reuters Health.
The link exists despite advertising regulations that barr alcohol brands from advertising in print media whose underage readership accounts for more than 30 percent of readers.Continue reading...
Posted by Mark J. Miller on July 9, 2014 04:02 PM
John Wayne hasn’t been dead for quite as long as Nathanael Greene, a Revolutionary War general, but both of their names have come up in trademark suits dealing with a few big-name brands.
Greene has the honor of inspiring a North Carolina craft brewer to name its company (and one of its brews) Natty Greene’s, but AB InBev is fighting the trademark request due to its Natural Light brand, which holds the trademark for Natty Light and other such phrases, according to the St. Louis Post-Dispatch.
“Since at least 1998, and well prior to the filing date of the application, (AB) has established a family of Natty-formative marks used in connection with beer,” AB states in its opposition filing, according to the paper. Natty Greene’s, which has been around for a decade and recently requested a trademark because it has seen large growth recently after it began shipping its beer out of state, begs to differ.Continue reading...
World Cup Daily
Posted by Mark J. Miller on June 12, 2014 06:37 PM
With the first match won, there's no doubt Brazilian fans are celebrating in the Sao Paolo arena with an ice cold Budweiser—or three. The beer giant, one of the World Cups major official sponsors, is more than ready to reap the benefits of its massive cross-media marketing efforts.
“It’s incredible the impact digital is having,” on Budweiser’s World Cup activity, marketing manager Jennifer Anton told The Drum, though she noted that television is still important. “TV really drives affinity and will continue to be important,” she told the site. “We’re seeing the cross-over with video on demand and people watching our ads on YouTube. As consumers change their media habits, we’re changing along with them.”
To capture the video-loving audience, Bud has worked with VICE Media to create football-centric videos for its website and YouTube channel, creating documentary-style programming in keeping with the VICE News ethos.Continue reading...
sip on this
Posted by Mark J. Miller on May 30, 2014 06:25 PM
The brand of New York City's Brooklyn borough has been rising for years and is now so stamped on American culture that it is easy to caricature. Brooklyn Brewery, one of the fastest-growing craft brewers around, has benefited from the borough's brand rise and its latest step is giving it (and the borough) a more global reach.
According to Bloomberg, the brewer has partnered with Carlsberg, its Swedish importer, and D. Carnegie & Co. to open a new brewery in Stockholm, Sweden, that will sell their wares. Sweden is the second-most popular market for Brooklyn beers outside of the borough itself, but the new brewery won't be just serving up traditional Brooklyn brews. A whole new line of beers, Nya Carnegie, are flowing from the taps there since it opened in early April.Continue reading...
Posted by Mark J. Miller on March 7, 2014 07:39 PM
Forget Gatorade—Drink Beer After Your Workout
Alcohol and exercise aren’t generally two topics that are combined, but a Canadian company has gone the counterintuitive route and is testing out a low-alcohol, high-protein “recovery ale” for athletes to enjoy, NPR reports. Called it Lean Machine, the brew from Vampt could be on shelves later this year.
"We just thought that maybe we could do something that would support a drinker, make it still socially fun, and help them accomplish what needs to be accomplished after an aggressive workout," Vampt founder Ian Toews said.Continue reading...
Posted by Mark J. Miller on March 5, 2014 12:53 PM
MillerCoors got a shout-out during the Oscars when Best Actor winner Matthew McConaughey said that his deceased dad was likely up in heaven dancing in his underwear and sipping a Miller Lite in celebration of his big win.
The brand didn't do much with the free publicity, but that's probably because it's preoccupied marketing its new Smith & Forge Hard Cider brand. According to Ad Age, MillerCoors plans to inject a little more testosterone into a category that grew nearly 100 percent in the last year to $220.7 million.
While the category may be seeing a lot of growth, hard cider isn't considered the most manly alcoholic beverage, as it tends to be favored by women as a beer alternative. So MillerCoors has set out to bulk up cider's clout with manly men, having brand spokesman Jonathan Banks “giving interviews about the brand to men-targeted publications."Continue reading...
Posted by Mark J. Miller on February 28, 2014 06:43 PM
Let's Get Digital: Molson Coors Deploys LCD Beer Cases
In a partnership with Groupe Viva, a digital retail innovation firm, Molson Coors has unveiled new beer refrigerators that have a transparent LCD display that serves up digital advertising based on what consumers are seeking.
"As specialists in digital innovations, our objective is to combine the latest advances in technology and digital content and make them accessible to retail chains and major brands,” said Pierre Gendron, CEO of Groupe Viva, in a press release.
Looking for a way to differentiate its products, the interactive fridges will be trialed in 40 stores and 10 bars and nightclubs in the Montreal area. The partnership follows another digital stunt by the company, which deployed Molson Canadian-branded refrigerators around the world (and at the Sochi Olympics) that only opened after scanning a Canadian passport.Continue reading...