Svedka Sees a Future in Ad Specialties
So what will be the best-selling vodka of 2033? Svedka, of course. The high-end vodka has fashioned a critically acclaimed ad campaign around a sarcastic sci-fi campaign that looks into the future and sees its vodka as �the choice of the stem cell baby boomer of 2033� and going �great with a $450 pack of cigarettes.�
When it comes to its promotions, Svedka also looks forward rather than copy the boring giveaways of the past. For example, realizing that we’ve all had one too many chocolates on our pillows, Svedka created limited-edition “Turn up kits” last fall. They debuted at the Soho and Tribeca Grand Hotels in New York and then rolled out to other trendy hotels.
The kits were custom-designed by avant-garde fashion icon Jeremy Scott and included two Svedka mini-bottles of vodka, a swizzle stick and three mood elixirs – Bionic Boost, Love Potion #2033 and Artificial Intelligence – in glass vials.
In April, the brand continued to innovate by launching their eco-friendly T-shirt collection at Fred Segal Fun in Santa Monica. The shirts were imprinted with “Make cocktails, not war” and “Help end global warming – add more ice.” Guests sipped “Cosmopoliticians” at its special kick-off event. Shirts, created by e.vil, were distributed to models and made available for sale shortly after, with proceeds going to “Heal the Bay.” The nonprofit environmental organization is dedicated to cleaning up Southern California’s coastal waters and watersheds.
“In our quest to continually innovate, any logoed items have to be one of a kind,” says Marina Hahn, chief marketing officer of Svedka. “When we developed a relationship with e.vil and created this limited edition collection of fabulous headlined tees, we knew we had a winner.”
Looking to promote a fun and exciting beverage campaign? Check out the Shopping List below for some ideas.
Newcastle Ale Tries Some Smooth Moves
From how to survive a sunburn to how to properly grill a fruit pie, Newcastle Brown Ale has a few tips for celebrating the 94 days of summer. The top imported ale will share these tips with customers at 5,000 grocery stores, from May-July, via its “94 Days of Summer” guide. “Sam the Cooking Guy” from Discovery Health offers cooking tips while King’s Hawaiian, the Coleman Company and MovieTickets.com serve up discounts for summer fun.
Newcastle is no stranger to giveaways. To tout its “Smooth like no other” brand positioning, a team of “Smooth Operators” have been hitting bars all across the country. This grassroots promotion involves sampling efforts and interactive games to engage bar patrons in games like “spin the bottle.” Consumers who answer questions correctly about Newcastle win free prizes.
“Newcastle Brown Ale’s target audience is male consumers ages 21 to 35. This demographic tends to prefer premium items and enjoys a rich tasting, imported ale such as Newcastle,” says Katie Casey of Formula, the marketing firm that created the brand’s promotions. “Therefore, it is only natural that our target consumer would gravitate towards premium giveaways such as our T-shirts and baseball caps.”
Smooth Operators also give out branded bottle openers, bottle light projectors, air fresheners and, where legal, free beer. “They are out there to educate the consumer about the taste and flavor of the beer,” Casey says.
Newcastle launched the program in 2005. It has grown three-fold in size as last year, 4,500 promotions were held in 50 cities. The Smooth Operators connected with a quarter of a million customers in 2007 helping the brand exceed six million cases sold.
Check out the Shopping List below for some creative ideas for a bar- or beer-related product launch.
RED CROSS “SCRATCH OFF” SWEEPSTAKES BUILDS DONOR DATABASE
Red Cross needed an incentive that would motivate people to register in the organization’s online database. The solution? A “Summer Scratch-Off Sweepstakes” digital download promotion.
Red Cross distributed 200,000 flyers to people who visited Red Cross locations, each featuring a mystery code guaranteed to win a prize. Most codes contained music downloads good for either one or five free songs. But there were also three iPods, two DVD players and a 40-inch flat screen TV up for grabs, along with coupons good for discounts at Red Cross stores. To find out what their mystery code was worth, flyer recipients were first required to log on to a Red Cross Web page and complete a registration form. Upon completion, they could enter their code and instantly find out what they had won.
CFS facilitated the promotion from start to finish – including music codes, printing and prize fulfillment. CFS also handled the registration page and data capture functions, providing Red Cross with a data file on a weekly basis.
The program was a huge hit – so much so that Red Cross distributed an additional 70,000 scratch-off sweepstakes flyers. The end result? Red Cross increased its database by 105,000 people, a 39% conversion rate.
CFS Promotions for Now! (ASI/42989).
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Here are some cool product ideas to pump up your next promo:
MUSIC TO THEIR EARS The music download card offers the choice of 3 million+ songs for download to iPods / MP3 Players. Features: Four-color card, link from client's Web site, and optional data capture (survey). Available from asi/42989.
Tubby Stadium-inspired tub with bottle opener holds 40 cans or bottles. From asi/90507
Mug It Up Mug with crystals is perfect for ladies� night promotions. From asi/31518
Wear Your Glass Wine glass attaches to lanyard so it never gets lost in a crowded club. From asi/88060
Shaken Not Stirred Martini and poker set in one case makes a nice executive gift. From asi/87866
Custom Wine Your company�s own wine will win over clients. From asi/46747