branding together

Crown Royal: Going the Distance with NASCAR?

Posted by Mark J. Miller on July 14, 2011 05:30 PM

NASCAR teams have been mostly hurting on the sponsorship front in the past few years. Some teams have had to cut down the number of races it goes to or cars it races due to sponsors dropping out.

But then along comes Crown Royal. The Indiana Business Journal reports that the #1 Canadian whisky in the US (and the world) is in negotiations with Indianapolis Motor Speedway to become the title sponsor of the Brickyard 400 weekend.  

And it’s not for chump change, either. It could be the richest title sponsorship in NASCAR history if the reporter was hearing correctly. The word is that Crown Royal is ready to fork over $1.5 million annually for the honor of being the race’s sponsor.Continue reading...

social media watch

Mike’s Hard Lemonade Plays Hard with Social Media

Posted by Jennifer Sokolowski on July 14, 2011 02:00 PM

Mike’s Hard Lemonade, which touts itself as a “refreshing change of pace from the same old thing,” is indeed offering a change when it comes to sports-related marketing. Its current social-media contest campaign, “Mike’s Hard Sports,” takes sports a lot less seriously than the usual beverage brand, giving the athletes who play Ultimate Frisbee with a Mike’s in their back pocket the chance for as much glory as any NFL star.

The contest urges individuals or teams to submit a two-minute-or-less video demonstrating how they stand out from the crowd for a chance to win $2,500 to $10,000 and a starring role in an upcoming Mike’s ad.

The videos Mike’s offers on its Facebook page as examples for entrants include the triumphant tale of a dodgeball player who is the last man standing and a cornhole player who confesses that his chosen sport is the only thing he’s good at. If these videos are any indication, Mike’s will be looking for a healthy dose of tongue-in-cheek humor in the winning entries.

The contest runs through Aug. 16, after which the public can vote for their favorite videos through Aug. 30. The final winners will then be selected by a Mike’s panel of judges.

brand and bottle

Heineken Woos Hispanic Hipsters to The Spot

Posted by Shirley Brady on July 13, 2011 07:00 PM

Heineken tonight launches a three-week pop-up club in New York as part of a local event marketing push to attract Hispanic hipsters (just don't call them Hispsters) and other indie culture vultures.

Featuring music, food, art, film and other events celebrating downtown Latino culture, “The Spot” is curated by Remezcla, a local Latina media guide, and located at the Openhouse Gallery in Nolita. Check out a preview below.Continue reading...

brand vs. brand

Molson vs. Labatt: Hockey Fight in Canada

Posted by Mark J. Miller on July 13, 2011 05:00 PM

For decades, Canada's Molson Breweries owned NHL sponsorship rights, only to have them grabbed by Labatt back in 2007. Now an Ontario appeals court has given the rights, worth hundreds of millions, back to Molson.

The pair faced off in court because Labatt “failed to sew up an extension of its sponsorship rights within an exclusive negotiating window last winter,” the Globe and Mail reports. The league then went back to Molson and signed a deal with them. Labatt requested and received an injunction last month, but then lost its appeal Tuesday and is now “reviewing its options for further legal action.”

Molson execs are likely tipping a few back to celebrate the fact that they get to spend “about $375-million over the next seven years” for the NHL branding exclusive, the paper notes.Continue reading...

brand vs. brand

Wild Turkey and Old Crow Give Each Other the Bird... In Court

Posted by Abe Sauer on July 12, 2011 01:00 PM

Wild Turkey's new commercial won't make it on TV but that doesn't mean it won't be seen. Currently the spot is going viral all thanks to a simple (albeit vulgar) twist.

The new commercial hides a background copyright battle for the tagline "Give 'em the Bird," in which Wild Turkey has sued bird-named-liquor Old Crow and, in return, Old Crow has sued back. Yes, the claws are out.Continue reading...

brand and bottle

Booze News: Heading East

Posted by Jennifer Sokolowski on July 8, 2011 05:00 PM

Following in the wake of the countless flavored vodkas that have been released in recent years, Bombay Sapphire has come up with a new flavor infusion of its own: Bombay Sapphire East.

Infused with lemongrass from Thailand and black peppercorns from Vietnam, Bombay Sapphire's latest release is now available in a three-market U.S. test that includes New York. While vodkas have been at the forefront of the infusion fad, Bombay Sapphire is following at least one other gin’s lead: Beefeater 24, introduced in late 2008, is flavored with Chinese green and Japanese sencha teas.

A video touting the new Bombay Sapphire flavor highlights the idea of pure, hand-harvested ingredients for an authentic Eastern experience, linking in with the brand’s “Infused with Imagination” campaign.Continue reading...

ad watch

Ad Watch: Is Heinken Light's Snakeskin Jacket a Charitable Gamble?

Posted by Shirley Brady on July 6, 2011 12:30 PM

Heineken, fresh from its victory lap at the recent Cannes Lions advertising awards, is back with its latest debonair dude — this time riffing on a Nic Cage-worthy snakeskin jacket, gambling at a secret offshore snake-fighting event (for charity!) and Heineken Light.

It's not as memorable as Heineken's earlier spots in its global branding campaign (The Entrance and The Date), but has a similar Wes Anderson feel; your thoughts? So far, by the way, there's only one taker for the suggested hashtag.Continue reading...

digital advertising

Heineken and Google: From Entrance to Date to Engagement

Posted by Sheila Shayon on July 1, 2011 03:00 PM

Heineken's first worldwide campaign, dubbed "Legends," centered on YouTube, where the brand's first spot, "The Entrance," scored more than 3 million views globally in the first three weeks of its release in December.

The eagerly-awaited second instalment in the creative brand campaign, "The Date," premiered on Heineken's YouTube channel late last month, and zoomed to more than 4 million hits.

Fast forward to today, when Heineken and YouTube parent Google announced a multi-year global agreement that continues leveraging YouTube and expands to mobile.Continue reading...

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