2014 Brandcameo Product Placement Awards

brand and bottle

SABMiller Outlines Africa Beer Strategy

Posted by Shirley Brady on October 10, 2012 10:46 AM

SABMiller this week updated its Africa strategy: "Double the price of beer, Halve the price of beer and Go Farming." Double the price is explained above with a case study on its Castle Lite brand; the other two pillars were explained in two other videos, explained as:

Halve the Price of Beer: Halve the price of beer refers to our strategy of innovating and producing more affordable beers using local ingredients and creating an entry point into commercial beers for consumers who are trading out of informal alcohol and entering the formal alcohol market. In this short film we introduce the strategic context and look at how our traditional beer Chibuku Shake Shake has grown in Zambia and showcases how we are innovating to extend our reach to more consumers through PET in our new offer Chibuku Super.Continue reading...

brand and bottle

Heineken Puts a Fresh Star on Its Bottle

Posted by Mark J. Miller on October 9, 2012 01:01 PM

Heineken isn’t just James Bond's new beer of choice, with a swanky limited edition collectors' edition in Europe whetting fans' thirst for the upcoming Skyfall movie. The brand also is consumed by enough Americans to make it the nation’s top upscale beer import. And the Dutch brewer wants to keep spreading the brand love.

With that in mind, Heineken has partnered with New York's up and coming Public School fashion label to create a limited-edition camouflage duffel bag in honor of the third annual “Heineken 100,” which honors “tastemakers,” according to a press release. The pair previously collaborated on a limited-edition T-shirt that you may have missed.

"We chose Public School as a partner because their clientele, like ours, are open-minded, confident, resourceful men who know quality, seek out new experiences and are ever-evolving in all aspects of their life," said (Bond-worthy named) Olga Osminkina, senior brand director of Heineken USA. "We hope this is one of many future collaborations with innovative and accomplished designers who align perfectly with the aspirations of the Heineken consumer."

The brewer is all about new looks these days as it also has redesigned its packaging for the first time since 1946 — meaning that James Bond isn't the only star on its bottle. The brand's new “Star Bottle” design (see below) that's coming to the U.S. is now rolling out to some vendors in New York and is scheduled to be on shelves in the rest of the country by March of next year.Continue reading...

political season

The Politics of Brands Avoiding Politics: 2012 Beer Edition

Posted by Abe Sauer on October 3, 2012 03:29 PM

With little to gain and a lot to lose, playing politics is something brands generally do from a position of neutrality ("7-Election"), low-brow humor (Gas-X's "Gas Crisis") or outright mocking of the system (Etch A Sketch; Reebok's 2003 Terry Tate candidacy). So when the Most Interesting Man in the World chose to host a fundraising event for President Barack Obama, Dos Equis's parent Heineken USA was understandably vexed, forced into one of those frustrating statements all brands hate to make that include the words "views are strictly his own, and do not represent."

But maybe Dos Equis — and Heineken — should play to their brand strengths. According to a recent study, both brands' drinkers trend Democratic, with the former rated the most popular beer amongst lefties. So when viewers drunkenly yell at the TV during the first 2012 presidential debate on Wednesday, chances are they will do so with very partisan bottles in hand.Continue reading...

brand and bottle

The Buy of the Tiger: Heineken Bags Asian Brewery Stake

Posted by Mark J. Miller on September 28, 2012 02:47 PM

Execs at Heineken are likely going to have a big weekend toasting themselves. Following a two-month battle, the Amsterdam-based brewer has fought off a Thai rival and spent $4.6 billion to buy a 39.7 percent stake in Asian Pacific Breweries from Fraser & Neave. This, along with a few other purchases, gives Heineken 95 percent control of Asian Pacific Breweries and a big step up in the market that is most coveted in today’s marketplace: Asia.

Heineken already had a 42 percent stake in Asian Pacific, which manufactures such brews as Tiger, Bintang and Tui, among plenty of others, and was the Asian distributor of Heineken. But then it pulled out the $4 billion as well as another $2.1 billion that it paid out to other minority owners to up its ownership stake way up, the Associated Press reports.

According to the AP, Heineken CEO Jean-Francois van Boxmeer said the famed brewer wanted "to move big and bold on the region, which is still a growth market for decades to come, for beer and premium beer." His expectation is that premium beer sales in China will go up 12 percent every year all the way through 2020.Continue reading...


UFC Product Placement in Deadmau5 Video Knocks Out Beer Brands

Posted by Mark J. Miller on September 4, 2012 12:53 PM

If music indeeds soothes the savage beast, the folks over at Ultimate Fighting Championship missed that Shakespearean memo. The organization has turned to the world of pop music to try and stoke more fire-breathing fans and tap into the crossover audience of house music-crazed youths. As USA Today points out, UFC already dominates the world of mixed-martial arts, but, just as its stars do, UFC would love to crush anything it has in its path and expand its fan base exponentially. 

Once they become fans, there are plenty of DVDs, books, collectibles, and clothing to suck cash from their wallets, but how does something like UFC maximize its exposure to fans who may not be aware of its subtly and grace? Music, it turns out, is the channel UFC has turned to with the help of Canadian house-music DJ, performer, and producer Joel Zimmerman, who performs as Deadmau5 (pronounced "dead mouse") sporting a giant mouse-head mask.

Thanks to a partnership with UFC, Deadmau5’s video for his new single, “Professional Griefers,” features the musician controlling a robot that takes part in an MMA battle against a robot controlled by My Chemical Romance lead singer Gerard Way.Continue reading...

brand and bottle

INTERVIEW: Land of 10,000 Beers & MN Craft Brews Take Over State Fair

Posted by Abe Sauer on August 30, 2012 12:16 PM

"We were back in a booth by the horse barn."

That is how Surly Brewing owner Omar Ansari described to the Star Tribune his brand's first go at the state's iconic Minnesota State Fair, known locally as the "great get together." Since then, Surly has won numerous awards from such organizations as the Great American Beer Fest and  Beer Advocate, the latter of which named it the Best Brewery In America not once but twice. The brand's Surly Fest event now sells out. Its local popularity and influence is so strong that a state bill aimed at loosening regulations on craft breweries was dubbed the "Surly Bill."

Ansari has since become the president of the Minnesota Craft Brewers Guild. And Surly is back at this year's fair with 35 of its closest "friends" as Minnesota's craft brewery business booms at The Great Get Together. Continue reading...

political season

Serving Candidate Ryan: The Politics of Paul Ryan's Beer Brands

Posted by Abe Sauer on August 14, 2012 02:16 PM

"My veins run with cheese, bratwurst, and a little Spotted Cow, Leine's, and some Miller."

That was the Republican Congressman from Wisconsin and potential U.S. vice president Paul Ryan brand-checking a selection of his state's beers during a hometown acceptance speech last weekend.

Like everything else lately in Wisconsin, Ryan's other two selections — Spotted Cow and Leine's — are very much partisan and very unlikely to be found at the same political picnic.Continue reading...

trademark wars

Czech Mark: AB InBev Loses Patience With Budvar Use of Budweiser

Posted by Mark J. Miller on July 5, 2012 03:22 PM

The attorneys at the massive AB InBev have been trying to get little Czech brewer Budějovický Budvar to stop using the Budweiser name, but nothing has worked yet and the King of Beers may be seeing its Czech rival in high court as the longrunning dispute continues.

The UK Court of Appeal ruled in favor of Budvar on July 3rd, when the trademark lawyers at Marks & Clark scored the victory for the smaller brewer, according to TheLawyer.com. As it stands now, both brewers are still allowed to use the name Budweiser. And that means, of course, that this legal fight likely isn’t over. 

The two companies are now gearing up for an even bigger courtroom battle. If the Court of Appeals had ruled for AB InBev, it would have seriously hurt the smaller Czech brewer, TheLawyer reports.

“This decision confirms what, in our opinion, is obvious following the favorable ruling of the Court of Justice of the European Union in September last year,” said one lawyer for Budvar. “That as a result of the decades-long honest use of the mark Budweiser by both Budvar and Anheuser-Busch in the UK, both parties should be entitled to a trademark registration.”


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