CHICAGO -- Bud Light will celebrate the 2018 NFL season with a collection of new team cans. Lifewtr will feature fashion designers. And Birra Moretti asks: What's More Italian?
The following nine beverage campaigns are just beginning to heat up as summer winds down ...
Photograph courtesy of Bud Light
1. Bud Light
As the official beer of the NFL, Bud Light is introducing new designs for cans that feature a team logo, as well as a customized color stripe down the side, helping fans across the country to cheer—and cheers—their favorite squad.
“Bud Light is excited to rollout our official 2018 NFL cans, something we know the fans look forward to year after year,” said Andy Goeler, vice president of Bud Light, a product of Anheuser-Busch, St. Louis. “The sleek design is an update from last year, and we’re looking forward to seeing them pop up in tailgates this season.”
In total, each of Bud Light’s 28 team partners will be featured in the new designs, along with an NFL Shield edition to round out the collection. The new cans hit shelves in August.
Photograph courtesy of Bud Light
PepsiCo’s Lifewtr has partnered with the Council of Fashion Designers of America (CFDA) to host the opening presentation of New York Fashion Week this September with a showcase featuring three of the newest designers in the fashion scene: Ji Won Choi, Daniel Cloke and Jamall Osterholm. In addition, each designer will have their work showcased as part of the latest Lifewtr bottle series, which rolled out nationwide Aug. 26 in four sizes—20 ounce, 500 mL, 700 mL and 1 liter—as well as multipacks.
Photograph courtesy of PepsiCo
3. Birra Moretti
Italy’s Birra Moretti launched its “What’s More Italian” summer program with a partnership with former "Check, Please" host Cat De Orio and Barilla Pasta Executive Chef Lorenzo Boni to encourage legal-drinking-aged consumers to pair the beer with Italian cuisine during family gatherings or other social get-togethers this summer. Together, De Orio and Boni have created five recipes focused on lighter Italian fare, all made with Barilla pasta selections, that will come to life throughout the summer as De Orio goes on-air to prepare each dish on popular TV shows and online outlets, including Chicago morning show,
"The Jam," and culinary online hot spot, "The Daily Dish." To activate at retail, custom designed POS elements invite consumers to choose Birra Moretti and encourage them to text MORETTI at 88500 for the chance to win favorite Italian-branded gift cards. Consumers are also encouraged to submit their own signature Italian recipe for the chance to win the grand prize of a one-of-a-kind family dinner featuring their dish. Birra Moretti is imported to the United States by Heineken USA, White Plains, N.Y.
Photograph courtesy of Birra Moretti
Evian launched its first advertising campaign created exclusively for the U.S. market. The new creative, dubbed “I Wanna #Liveyoung,” was inspired by evian’s "live young" mindset, which is defined as having an insatiably curious, playful and progressive approach to life. With bright colors, modern design and eye-catching photography, the campaign showcases its brand ambassadors’ diverse mix of passions, talents and interests, and draws on universal insights for the millennial target, according to the New York-based company. Current brand ambassadors include Maria Sharapova, Madison Keys and Luka Sabbat.
Image courtesy of Evian
5. Dos Equis
Dos Equis will be the official beer sponsor of the College Football Playoffs again this season. With a promotion in market August through December, every week Dos Equis is giving football fans and beer drinkers the chance to win tickets to the College Football Playoff National Championship. The integrated marketing program features “The Interesante History of College Football” to be included in 15- and 30-second TV spots starring college football legends Steve Spurrier and Les Miles. A PR campaign will highlight fan passion for the sport and its history, and it will be complemented by on- and off-premise activations that bring to life iconic moments in college football lore. These activations will include displays and features, as well as cross-merchandising partnerships with Dr Pepper and Eckrich. Dos Equis is imported to the United States from Mexico by Heineken USA, White Plains, N.Y.
Image courtesy of Dos Equis
6. Zico Coconut Water
Zico Coconut Water’s newest national campaign encourages consumers to nourish their bodies and minds through holistic living. The “Help Your Self” campaign aims to inspire people to think differently about holistic wellness. The campaign shares the “Help Your Self” message through numerous consumer touch points in key markets across the U.S. Other core campaign components include large-scale digital and social campaigns, out-of-home events, and advertising support. Zico is owned by The Coca-Cola Co., Atlanta.
Photograph courtesy of Zico Coconut Water
Tecate beer launched its "Claim Your Corner" retail promotion for August and September, leading up to the highly anticipated rematch between two of the top fighters in the world. The championship boxing bout between Canelo “Golden Boy” Alvarez and Gennady “GGG” Golovkin is set for Sept. 15—Mexican Independence Day—and raises the stakes following the 2017 bout between the two that ended in a draw.
Claim Your Corner is a fully integrated marketing program that works to drive consumer engagement and sales. Fight-themed POS for display merchandising will drive awareness and participation in a sweepstakes that gives consumers the chance to win one of 5,000 pay-per-view streaming codes or a boxing glove signed by Alvarez or Golovkin. A cross-merchandising partnership with Jose Cuervo tequila, sampling events (where legal) and tie-ins with on-demand delivery services will help drive sales for the at-home viewing occasion. Brewed in Mexico, Tecate is imported to the United States by Heineken USA, White Plains, N.Y.
Image courtesy of Tecate
8. Peace Tea
Peace Tea is sending a team across the United States on a mission to spread kindness. Its "#ChoosePeace" summer campaign encourages consumers to commit “Randomer Random Acts of Kindness” with a group of 20 influential personalities who are sharing their own Acts of Kindness on social media. With every “like” of a Peace Tea(m) Facebook or Instagram post, Peace Tea will donate $1 to RandomActs.org, a charity that funds random acts of kindness around the world. Followers who share a Peace Tea(m) Facebook post or comment on an Instagram post will trigger a $2 donation to RandomActs.org. Peace Tea is a Coca-Cola Co. brand.
Photograph courtesy of Peace Tea
9. Red Stripe
To celebrate the 100th anniversary of Red Stripe beer producer and Jamaican brewer Desnoes and Geddes Limited (D&G), Red Stripe has collaborated with Los Angeles-based, five-time Grammy Award winning Jamaican musician and producer Paul “Pablo” Stennett and seven Jamaican artists to create original singles representing the evolution of Jamaican music throughout the years. The album features music from Blue Glaze Mento Band, J-Summa, Tifa, Ed Robinson, Tosh and others. The full album will be available for download on Aug. 31. Funds generated from sales of the album on iTunes will be contributed to the development of Jamaican Music under the Desnoes & Geddes Foundation’s Learning for Life platform in partnership with the Pablo Stennett-led We Are Tomorrow Foundation. Red Stripe beer is imported to the United States by Heineken USA, White Plains, N.Y.
Image courtesy of Red Stripe