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...
brand and bottle
Posted by Taylor Goddu on May 20, 2014 01:23 PM
A psychological phenomenon regarded as “the mere-exposure effect” suggests that people tend to gravitate towards the familiar. Taking something old and making it new is trendy—even fashionable—in this eco-friendly world of ours. Established brands are returning to their roots, mining their archives by reintroducing iconic products with a modern twist.
Even new booze brands are harkening back to the good old days, whether in name, design, or messaging. This strategy makes the new feel more familiar—and desirable. With a consistent focus on artisanal qualities, newer brands are standing out by deploying vintage typography, line-base logos, bright colors, and more simplistic packaging techniques.
With a business model that would be at home in Portlandia, The Mason Shaker is tipping one back. Founded in 2012 by best friends with southern roots, this Brooklyn-based brand developed a 4-piece cocktail shaker set featuring the iconic Americana jam jar. This update on a product that was patented in 1858 feels refreshingly simple for sudsy occasions.Continue reading...
Posted by Mark J. Miller on May 6, 2014 06:23 PM
May the Fourth be with Cinco de Mayo. Yes, there's a lot of real-time marketing going on this month, from brands tapping into Star Wars fever to U.S. marketers getting their arriba!-time marketing on for Cinco de Mayo—not Mexico's Independence Day, as Digiday rightly points out.
Multicultural marketing is always to be approached sensitively, as MSNBC found out this week, to its chagrin. Sadly, Cinco de Mayo has become an excuse for every frat-boy gringo to pull on a sombrero and holler random Spanish exclamations after downing their tequila. Like the shot girls, this version of the holiday is a fiction, a bastardization of the holiday that was originally created to honor underdog Mexican fighters who defeated French soldiers who had more bodies, better equipment, and finer training way back in 1862.
Those fighters, now mythologized and celebrated, have become symbols for oppressed Latino workers in America. Now the holiday that celebrates them has become oppressive as young drinkers enter the bars of America and play out every Latino stereotype imaginable. Fortunately, smart brands are looking beyond the stereotypes—including Coors Light, in its first-ever line extension.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...
Posted by Mark J. Miller on February 21, 2014 07:52 PM
Bud Unveils Rise as One World Cup Campaign
World Cup soccer can be pretty divisive. In fact, professional soccer fans are some of the most rowdy in the sports world, with some groups of fans even being banned from attending World Cup games.
But Budweiser, the official beer sponsor of the Cup in Brazil this summer, wants to instead focus on how soccer brings people together through its Rise As One campaign, which will run from March through July. The unique campaign will attract even more attention because it is in black and white.
"Budweiser has purposely taken the color out of it to just focus on the people and their emotion,” said Jennifer Anton, Budweiser UK marketing manager. "In a sea of color, you will see a black and white campaign which is very unusual. Budweiser will stand out with this."
Along with the campaign, Budweiser will launch a Budlocator app that allows consumers to locate the nearest bars or eateries that serve Bud’s products. A limited-edition gold aluminum bottle featuring the World Cup trophy has also been released to celebrate the upcoming tournament.Continue reading...