PEPSI PREPARES FOR A BLOCKBUSTER SUMMER
ing with promotions this summer. In the largest game-show payoff in history, Pepsi will give 1,000 consumers a chance to compete on a live TV show to win $1 million. The winner can then go on to win $1 billion. The "Pepsi Play for a Billion" promotion will be supported by television, online and print advertising in conjunction with AOL Time Warner and Yahoo! A microsite that allows customers to play for the prize, along with front-page advertising on Yahoo! and its entertainment divisions, will also accompany the promotion.
In addition to cash prizes, Pepsi is allowing consumers to listen to unreleased, new music through a six-week-long show, "Pepsi Smash." The show, running on The WB beginning in July, will feature performances from up to five top-selling artists. The show will also include backstage segments about the artists from their recent tours. In addition to the show, Pepsi will release music on the radio before the stations have clearance to do so. The radio promotion, "Pepsi First Taste," begins in May and will include music from Sony's artists. It will be supported by television advertisements that started in April on MTV and BET.
This month, Pepsi unleashed a promotion to accompany the release of "The Hulk." Mountain Dew and Sierra Mist have promotions allowing drinkers the opportunity to win a "Hulked-Out Home Entertainment System," which includes a wide-screen television, sound system and DVD player. Other prizes include an Xbox, the "The Hulk" video game, or a large amount of the beverage. The program will be supported by a Hulk-themed Mountain Dew commercial and in-store displays.
Aquafina consumers will have a chance to win more than 40,000 prizes by being "caught" drinking the bottled water. Two Aquafina blimps will travel to more then 60 cities nationwide to find customers drinking their product, in the category's largest national campaign to date. An online sweepstakes, along with a local radio contest, will coincide with the program.
NEW SUMMER BLENDS FROM ARBOR MIST
CANADAIGUA, N.Y. -- Arbor Mist has launched a creamy wine blender drink, "Arbor Mist Wine Blenders," timed for summer. Available in strawberry, blackberry and peach, the new wine blenders combine wine and fruit in a premixed alcoholic package. To support the release, a national advertising campaign is scheduled to appear from May to September on television shows, including "Alias," "Boston Public" and "All My Children." The blenders are available in 1.5 liter frosted bottles at a suggested retail price of $11.99. Each bottle makes 16 servings of 10-ounce drinks.
GEARING UP WITH CARLSBERG
NORWALK, Conn. -- Carlsberg, the second-largest European beer brand, is targeting the soccer fans of the world by offering limited-edition soccer gear at reduced prices in its "Are You Part of the Game?" promotion. Beginning May 1 and running until October, the products will be available for purchase both on- and off-premise and online at www.us.carlsberg.com. Customers can purchase a replica Liverpool jersey, a FIFA approved match soccer ball, and a coaching jacket -- all at reduced prices -- based on availability.
SAILING WITH SCHWEPPES
PLANO, Texas -- Schweppes is offering consumers a chance to sail away on a private yacht with captain and crew this summer by finding the winning code behind the bottles of their specially marked 2-liter ginger ale and raspberry ginger ale. "Coast in Style," running from July through August, offers one grand-prize winner a seven-day vacation for four people aboard a 53-foot boat that will travel along the eastern seaboard. Other prizes include deluxe beach towels, wind gliders and floating key chains. The contest will be supported by point-of-sale materials such as shelf-talkers and pole signs.
LABATT DRIVES PROMOTIONS THROUGHOUT SUMMER
NORWALK, CONN. -- Labatt USA here is running the Labatt Blue Outfitters Tour for the fourth year, with a projected one million consumers participating. The tour
group rides in the Labatt Blue Summer Lodge, a 40-foot event trailer, while visiting different venues throughout the country. This year's venues include the Syracuse Jazz Fest, Livonia Spree, Cleveland Grand Prix, Taste of Buffalo, Saratoga Springs Horseshoe Event, Bite of Seattle and the Cleveland Air Show. The tour's main goal is to develop programs, partner with local media, execute data gathering, and give out samples of the brand. Support for the tour includes advance announcements from local media, as well as on-site marketing.
COOLING OFF YOUR SOL
NORWALK, Conn. -- Sol beer, a division of Labatt USA, has introduced a new Cooler Pack to off-premise markets in Southern California. The cooler, which can carry up to 24 bottles of beer with room for ice, will then be released in New Jersey, Oklahoma and Arkansas for July 4. Red and yellow graphics adorn the cooler, which will be targeted at the consumer going to picnics, tailgate parties and the beach. Sol is producing only 30,000 coolers for the first promotional run.
JET SERT RELAUNCHES SUGAR-FREE REFRESHMENT
CHICAGO -- Wyler's, part of the Jet Sert Co., reintroduced Wyler's Light at this year's Food Marketing Institute show in May. The sugar-free version contains 5 calories per serving, and comes in Lemonade, Pink Lemonade, Iced Tea with Lemon, Cool Raspberry and Green Tea with Peach, and is available in 12-quart canisters that contain six 2-quart resealable envelopes. Support for the launch will include a newly designed Web site, www.wylerslight.com, print and television advertisements, and in-store promotions. In addition, the company will donate a portion of its profit to the National Ovarian Cancer Coalition.
BOYD COFFEE INTRODUCES NEW BLENDS
PORTLAND, Ore. -- Boyd Coffee Co. is brewing a flagship line of specialty coffees, Boyd's Coffee, available immediately through company sales representatives. The new brand features 21 blends, including five decaffeinated flavors. To support the release, Boyd's Coffees has designed a new company logo, along with different illustrations for each blend. Additionally, point-of-purchase materials, back- and front-of-house merchandising, and packaging for hotel room distribution have been developed. Boyd's also plans to educate a sales team and a waitstaff on the blends to allow for an easier transition of the new product to consumers.
TOASTING THE SUMMER WITH STOLI
WESTPORT, Conn. -- An advertising campaign that celebrates life's "Little Truths" is scheduled to begin in July for Stolichnaya Vodka. The ads, which will appear in magazines such as FHM, GQ, Maxim and Playboy, as well as billboards and radio stations in 10 metropolitan areas, intend to capture the 21 to 29-year-old male who defines himself through the drink while realizing the reality of life. The concept for the campaign came after a global consumer study, which showed that brand choice is a combination of three key factors: the person you are, the occasion you find yourself in, and your "want state" at the time. The ads will initially focus on the 80-proof vodka, then expand to include Stoli's flavored vodkas. This ad campaign comes after Stoli introduced two new flavored vodkas in June, Stoli Cranberi and Stoli Citros.
MR. COFFEE'S COFFEE
BOCA RATON, Fla. -- Since there are more than 37 million owners of Mr. Coffee coffeemakers, the brand has decided to release its own coffee as well. The company said more than 81% of U.S. households have an automatic electric drip coffeemaker, and 80% of the population drinks coffee on a daily basis. Mr. Coffee Coffee, available in grocery, club and convenience stores in June, includes regular and decaffeinated flavors, and will be priced in line with other nationally competitive brands.
ANHEUSER-BUSCH LAUNCHES 'WORLD SELECT'
ST. LOUIS -- Anheuser-Busch's top brewmasters from around the world were challenged to combine their expertise and create a world-class beer - what they crafted is Anheuser World Select, a continental pilsner beer that is available today. The project brought together the expertise of brewmasters representing 10 countries - Ireland, Spain, Italy, Korea, Japan, Canada, China, Argentina, the U.K. and the United States. Anheuser World Select was introduced in May in Atlanta, Denver, Las Vegas, Los Angeles, New York City, Hawaii, the New Jersey shore, Newport, R.I., London and Hong Kong. It is bottled at the company's Baldwinsville, N.Y., brewery. The campaign will focus on the brand's unique creation, supported with the tagline of "Ten Brewmasters. Four Continents. One Beer." Anheuser World Select will initially be packaged in six- and 12-pack, 12-ounce green glass bottles and in 1/2 and 1/6 barrels on draught. In September, a 24-ounce single-serve bottle will be available.
MOLSON STONES CONCERT ON TAP
TORONTO -- In an effort to revive tourism in Toronto and revitalize the economy, which has been severely affected by the SARS outbreak, the Rolling Stones have agreed to headline an eight-hour benefit music event, "Molson Canadian Rocks for Toronto," July 30 in Downsview Park here, presented by Molson Canadian beer. Tickets, at $21.50 Canadian or $16 U.S, went on sale June 27 through Ticketmaster. "We want to show the world that Toronto is back to being the great city it has always been," said Dan O'Neill, president and CEO, Molson Inc. "Molson will be closing early to let our employees head out and enjoy the Rolling Stones and their friends." $1 from every ticket sold will be donated to the Health Care and Hospitality Workers Relief Fund. Net proceeds from the concert will also go to this fund.
BROWN-FORMAN SIGNS WITH TOAST! NETWORK
LOUISVILLE, KY. -- Brown-Forman Beverages Worldwide here has signed a 12-month contract with Toast! Network, also based here, to advertise its brands to consumers and retailers across the country. Toast! Network is a provider of relationship-building tools for suppliers and retailers in the beverage alcohol industry. Its platform includes customized registration features, e-newsletters, e-greeting cards and integrated retailer Web sites that allow beverage suppliers to communicate with their customers in a personalized way. Toast!'s database of 500,000 qualified consumers gives brands the ability to target consumers using a variety of demographics. It also can connect with over 5,000 retailers.
