BEER FEST GETS U.S. ACCENT
irl, through its Chicago-based importer Barton Beers Ltd., is getting retailers ready for "Oktobeerfest" with a mix of promotional tools.
The beer and the American version of the popular German festival will be featured on posters, door banners, pennant flags and point-of-sale displays. Consumer mail-in offers and radio commercials will also be used.
The Oktobeerfest campaign follows an extensive summer marketing effort that included radio spots and billboards in the Baltimore, Chicago, Cleveland, Denver, Detroit, Miami, Philadelphia, Phoenix, Pittsburgh and Washington markets.
MILLER IN FOOTBALL RUSH
MILWAUKEE -- Miller Brewing Co. here kicked off the football season with the 14th edition of the Miller Football Handbook, a 36-page booklet featuring NFL and college game schedules and player profiles.
About 17 million copies were printed and made available in specially marked packages of Miller, Miller Lite and Miller Genuine Draft from mid-August to Labor Day. The handbooks were also available via mail.
The promotion was supported by national television commercials, point-of-sale displays, posters and pennant banners.
WHEATIES BOXES MORE WINNERS
ATLANTA -- For the first time in its history, Wheaties boxes are featuring more than one Olympic athlete.
This year, five different boxes are being produced to honor gold medal athletes in the 1996 Summer Games. They are Michael Johnson, gold medalist in the 200- and 400-meter runs; Tom Dolan, gold medalist in the 400-meter individual medley in swimming; Amy Van Dyken, the first American woman to win four Gold Medals in one Olympics, winning the 50-meter free style, 100-meter butterfly, 400-meter medley relay and 400-meter free style relay in swimming; Dan O'Brien, gold medalist in the decathlon; and the U.S. Women's Gymnastics Team, the first American women's gymnastics team to win a gold medal in the team all-around event.
SUN-MAID PUTS FOOT FORWARD
PLEASANTON, Calif. -- The Sun-Maid Growers cooperative here is running a nationwide back-to-school promotion designed to stimulate consumer purchases of Sun-Maid's six-pack of 1.5-ounce packages of raisins.
The promotion offers a $5-off rebate coupon at The Athlete's Foot stores to consumers who mail in proof-of-purchase symbols from two Sun-Maid Raisin six-packs. It runs through September.
A national freestanding insert featured a coupon good for 25 cents off the purchase of one six-pack and a mail-in form for the $5 rebate from The Athlete's Foot.
MONTEREY PASTA UNWINDS CAMPAIGN
SAN FRANCISCO -- Monterey Pasta Co. here is launching a national advertising campaign touting itself as "California's Finest Gourmet Pasta."
Besides promoting its products in print and radio advertisements and on billboards, the company is unveiling a new logo and package design that will be displayed on its refrigerated pasta and sauce products. The company's new look features a contemporary postage-stamp image flanked by dark green ribbons and replaces its bright blue and yellow design.
The promotional campaign is expected to kick off in major markets next month. The advertisements spotlight the new logo and feature pasta lovers stating their loyalty to the brand.