4 Beverage Promotions Embracing Sports
By Steve Holtz on Sep. 20, 20171. Dos Equis
CHICAGO -- In a coordinated effort of college football and its own Most Interesting Man campaign, Heineken USA’s Dos Equis beer has launched a nationwide search to find college football’s most interesting fan. This September, Dos Equis is returning as the official beer sponsor of the College Football Playoff and celebrating by anointing the game’s most interesting fan. The winner will be awarded the opportunity of a personalized life-sized statue placed in the College Football Hall of Fame.
The campaign will include ads during the college football season on TV, out-of-home, radio and digital platforms. On-premise and on-site experiences will include sampling events at participating accounts, at the playoff semifinals and at the Hall of Fame in Atlanta during the national championship game. At retail, Dos Equis will drive awareness and visibility at the point-of-purchase with standout packaging, localized dual-branded POS and a new partnership with Dr Pepper.
Two finalists will be chosen in November and one winner will then be inducted into the College Football Hall of Fame in Atlanta at an exclusive Dos Equis event on Jan. 7, 2018. Heineken USA is based White Plains, N.Y.
2. Xyience
Energy drink Xyience kicked off the college football season with a new partnership with Barstool Sports, a digital media company that applies comedy and satire to pop culture, politics and sports. Starting Sept. 9, Barstool Sports launched the “Xyience Tailgate Tour,” with its RV traveling across the country, stopping and sampling the energy drink at 10 of this season’s most exciting college football matchups. The tour stops will coincide with shooting locations for “The Barstool Tailgate Tour,” a new Barstool Sports series that will air on the newly launched Facebook Watch platform, and Xyience, based in Austin, Texas, will appear in several original Instagram stories produced by Barstool Sports during their travels on tour.
The campaign also includes a national sweepstakes, offering consumers a chance to win a trip to college football’s championship game in Atlanta where the winners will hang out with Barstool Sports personalities.
3. Corona
Chicago-based Constellation Brands launched limited-edition Corona beer packaging as part of its Legends marketing campaign. For the fifth consecutive year, Corona released specially wrapped, collectible 12-ounce bottles featuring six legendary fighters: Roberto Duran (Manos de Piedra), Thomas Hearns (The Hitman), Wilfredo Gomez (Bazooka), Juan Manuel Marquez (Dinamita), Deontay Wilder (PBC Heavyweight World Champion) and Errol Spence (PBC Welterweight Champion).
Corona Extra’s limited-edition boxing bottles will be available in 18-packs. To further amplify the Legends offering, Corona will also offer 10 consumers the chance to win a trip to Las Vegas where they’ll be treated to a VIP experience with the featured boxers, Corona swag and tickets to Fight Night as part of a national Legends Sweepstakes.
4. Birra Moretti
Five Points Trading Co. is out to make its Italian imported beer, Birra Moretti, the official beer of bocce ball. In its new “Get the Ball Rolling” campaign, Birra Moretti is sponsoring events such as Eat Drink SF, Chicago Gourmet and Taste of Italy L.A., while partnering with local Bocce leagues in Boston, Chicago and New York to build awareness and consumer engagement.
On-premise, branded bocce POS elements along with glassware, tap handles, table tents, coasters and magnetized scoreboards will be available to elevate the consumer experience and encourage patrons to join in a friendly bocce competition with a cold Birra Moretti Lager or La Rossa. At retail, custom designed POS materials such as posters and tuck cards, along with bocce-kit display enhancers, will invite consumers to choose Birra Moretti and bocce to enhance their social gatherings whether at home or other outdoor locations. Local radio and out-of-home advertising will amplify the program and drive consumer engagement. Five Points Trading is a subsidiary of Heineken USA, White Plains, N.Y.