7 Unique Beverage Promotions

By 
Steve Holtz, Editor in Chief, CSP Daily News

1. Pepsi

CHICAGO -- Pepsi unveiled its global creative campaign for 2018 titled "Pepsi Generations," a celebration of the brand's history in pop culture for 120 years. Through the decades, Pepsi has encouraged consumers to have fun, live out loud and enjoy life to the fullest. Pepsi has created memorable moments across generations that have shaped culture, and it still generates interest from consumers today, the company said.

The campaign kicks off in February with the debut of an in-game advertisement during Super Bowl LII and the Pepsi Super Bowl LII Halftime Show, as well as a Pepsi Generations Live pop-up that will be at cultural moments across the U.S. throughout the year, starting with the Super Bowl in Minneapolis. Pepsi Generations will also show up at retail points-of-purchase with the limited-time introduction of retro packaging, as well as the return of the Pepsi Stuff loyalty program.

"Since our brand was founded more than a century ago, Pepsi has stood for a youthful spirit and the choice of a new generation," said Chad Stubbs, vice president, marketing, for Pepsi Trademark, North America. "2018 will be a year to celebrate the past while embracing the future; always reminding consumers to do what they love and have a little fun in their lives."

The Pepsi Generations campaign will roll out in more than 55 markets around the world across the full Pepsi portfolio—Pepsi, Pepsi Zero Sugar and Diet Pepsi—throughout 2018.

2. Red Bull and Cargo

Cargo, an in-car commerce platform for the ride-share economy, has launched its service in Minneapolis. With the launch, Cargo also kicks off an in-car product sampling campaign with Red Bull, just in time for the Red Bull Crashed Ice race and the Super Bowl, which will be held in Minneapolis on Feb. 4.

Cargo enables brands to build loyalty by placing products such as Red Bull directly in the hands of millennials and Generation Z, frequent rideshare users, according to the company. For a limited time, tens of thousands of passengers in Cargo-equipped cars can get energized with a complimentary Red Bull on their way to the football game or the after-party.

Red Bull adds to Cargo’s robust selection of products that cater to the ride-share generation, including beauty products such as Labotica Green Tea Face Mask, remedies such as Blowfish for Hangovers and snacks, including Rice Krispies and RXBar.

The Minneapolis launch is Cargo’s first move for expansion in 2018, following initial launches in New York, Boston and Chicago in 2017. Minneapolis is among the top cities in the U.S. for ride-share drivers, the company said, and Cargo’s availability in the city will allow these drivers to earn up to an extra $500 per month from commissions, referrals and performance bonuses.

3. Tiger Beer

White Plains, N.Y.-based Heineken USA’s Five Points Brewing Co. will feature its Tiger Beer from Asia in a campaign of retail and on-premise programming and festive artwork to celebrate the Lunar New Year. 2018 will be the year of the dog.

Limited-edition packaging will feature Singaporean artist Dawn Ang, known for her bold focus on creative storytelling. Ang has transformed 2,000 red envelopes into a three-dimensional Lunar New Year story featuring traditional icons, such as lanterns, firecrackers, blossoms and oranges, in a creative new light with paper art techniques.

In addition to the limited-edition packaging, custom-designed retail and on-premise point-of-sale materials will include posters, price cards, tuck cards, cooler decals, red envelopes, lanterns and playing cards available to engage legal-drinking-aged shoppers and on-premise patrons, encouraging them to choose Tiger Beer to celebrate and the Lunar New Year feast of festive symbols, deep-rooted traditions and family reunions.

4. Monster Energy and UFC

UFC, the world’s premier mixed-martial-arts organization, has renewed its global partnership with Monster Energy, Corona, Calif., via a multiyear extension in which the energy-drink company will continue to serve as the “Official Energy Drink” of UFC.

As part of the extension, Monster will continue to have center canvas and entrance logo placement inside UFC’s fight octagon at events. The two brands will also work in conjunction on retail promotions during UFC events in select markets.

5. Samuel Adams

Samuel Adams has been named the “official beer of the Boston Red Sox.” Visitors to Boston’s storied Fenway Park will start to see the multiyear partnership come to life as soon as January 2018. Details of the agreement include:

Two Sam Adams experiential bar areas: The right field roof deck will now be known as the “Sam Deck,” and a bar area located beneath the third base stands will be known as “Sammy’s On Third.”

In addition to crowd favorites like Boston Lager and Summer Ale, fans will be able to enjoy new brews launching in 2018, including the highly anticipated Sam ’76.

Visible signage throughout the ballpark, including the iconic right field sign which last changed nine years ago.

As the official beer of the Boston Red Sox, Sam Adams will have opportunities to partner across New England and in Fort Myers at JetBlue Park.

Samuel Adams Beer is brewed by Boston Beer Co.

Pictured above (from left): Boston Beer’s Jim Koch, Red Sox President and CEO Sam Kennedy, and Wally the Green Monster.

6. Coca-Cola

The Coca Cola Co. unveiled new Olympic-themed packaging ahead of the Olympic Winter Games PyeongChang 2018. The specially made Share a Coke bottles—which feature the Coca-Cola “four-pack” of U.S. Olympic athletes and hopefuls—will help pay tribute to the company’s 90-year history with the Olympic Movement.

In addition to packaging and point-of-sale creative, freestyle aerial skier Mac Bohonnon, men’s figure skater Nathan Chen, Paralympic snowboarder Amy Purdy and bobsledder Elana Meyers Taylor will also be featured across custom out-of-home, digital content and other promotional efforts, including limited-edition, athlete-inspired Coca-Cola Freestyle flavors. Taylor and Bohonnon and Minute Maid-sponsored athletes Alex and Maia Shibutani are also featured at more than 40,000 Freestyle machines nationwide.

7. Pabst Blue Ribbon

Here’s one we missed out on …

Canada got a holiday surprise from Pabst Brewing when it offered a limited-time 99-can package of its Pabst Blue Ribbon beer. The long and thin (and heavy) package became a darling of social media, as consumers posted photos with the unique packaging throughout the holiday season.

Couche-Tard convenience stores in Quebec offered the package while supplies lasted, according to a report on Esquire.com.