Stella goes to the Cirque-us
Stella Artois announced a two-year partnership with Cirque du Soleil. The partnership provides Stella Artois with signage at performances and rights to use Cirque du Soleil logos and images in local advertising and point-of-sale marketing in cities prior to and during performance runs of the touring shows KOOZA and OVO.
Newcastle Brown Ale will launch its ‘Your Beer. Your Label.’ customized label and contest program in February.
The brand will create destinations at retail locations where consumers will have the opportunity to create customized Newcastle labels. They will also be able to showcase them in Newcastle Brown Ale’s online gallery. At the end of the program, the top designs will be celebrated at local Newcastle Brown Ale events.
Newcastle will communicate the program at retail through POS materials including 3-D pole toppers and unique display enhancers. The brand will deliver customizable bottle label stickers in specially marked 12-packs.
Visitors to newcastlebrown.com/yourlabel will be greeted with a promotional landing page where they can design and print their own labels. The site will also invite them to submit their designs to the Newcastle gallery for the label design contest. At the end of the program, winning designs will be selected and revealed in an online exhibition.
iJones
iPhone and iPod Touch users can now order customized Jones Soda bottles directly from their hand-held Apple devices. Jones’ iPhone application, available for free through the iTunes store, enables users to put their photos on Jones Soda labels and place an order anytime, anywhere.
The application allows users to choose from 15 Jones Soda flavors and order up to 10 cases in 6-packs or 12 packs. Users can upload a photo from their device’s camera or use an existing photo. They can also write their own text for the labels.
Vroom-vroom Venom
Venom Energy drink announced that it has signed a multi-year sponsorship with Andretti Autosport to continue as primary sponsor of the #26 car driven by Marco Andretti. Venom Energy will activate the partnership with in-store merchandising, consumer sweepstakes and retail appearances.
Heineken hosts hip-hop tour
Heineken’s Red Star Soul 2009 hip-hop and R&B event visited nine U.S. cities ending in Miami. The invitation-only shows featured Ludacris, T-Pain, N.E.R.D., Big Boi, Wale, Mickey Factz and Melanie Fiona. The event also featured DJs Don Cannon, Clark Kent, DJ Mos, DJ Jus Ske, Mick Boogie, D-Nice, Jazzy Jeff and Biz Markie.
The invitation-only concerts allowed lucky fans ages 21 and older to see their favorite performers in VIP club settings. Fans can access additional material at Heinekenredstarsoul.com.
Hint partners with Disney
HINT Inc. announced its fifth Disney feature film tie-in with a program tied to The Princess and the Frog. The animated tale hit theaters Dec. 11, 2009, and HINT created a special version of its Blackberry flavor that appeared on shelves one month earlier. The bottle features characters from the Disney film and is available at select grocery stores and retailers.
HINT also conducted an online promotion at www.drinkhint.com, where consumers entered for a chance to win free tickets to the movie from November 11th through December 28th. One winner was announced each day and rewarded with two tickets to see the film at their local theatre.
[yellow tail] open for anything
[yellow tail] wine launched a multimedia campaign entitled “Open for Anything” on the weekend of October 24th that will air throughout the holiday season.
The broadcast spots, created by the BurnsGroup (New York), were directed by Tarsem, winner of the Cannes Best Director award. The first commercial, entitled “Tragedy,” depicts a couple lamenting a spilled bottled of [yellow tail] wine through over-?the-top operatic dialogue. However, the “tragedy” is averted when the man triumphantly reveals “We have more!” A second execution, entitled “Swirl,” shows a romantic meeting that occurs when [yellow tail] wine magically swirls from a woman’s glass into a man’s empty glass nearby. Moments later, the couple is married.
Planned spending for the campaign for national television, online, and in-store is $7 million.