As part of a new campaign worth £2 million Carlsberg UK will be sponsoring a series of 5 acoustic gigs on XFM.
The campaign will be called ‘born to be chilled’ and each session will be supported by a different Carlsberg brand. These will include Somersby Cider, Carlsberg Citrus, Carlsberg Blackcurrant, San Miguel Fresca and Tuborg. The acts taking part have not yet been revealed.
Marketing controller for occasional brands at Carlsberg UK, Jonathan Dee said: “This is a great opportunity to bring together a number of our brands in an innovative cross-portfolio promotion to take maximum advantage of what we know will be a fantastic summer.”
For more on this story please visit www.thedrum.com
It pays to follow Newcastle Brown Ale on Twitter. Not much, but it pays.
Newcastle Brown Ale have decided to pay the next 50,000 people who follow them on twitter (@Newcastle) the sum of $1 each. “Why should people endure the unsolicited marketing of other beer brands for free when they can endure Newcastle’s unsolicited marketing and get paid?”
The brand is actually going to mail 50,000 checks for $1 each. (“Newcastle-branded checks, of course.”) The company currently has just under 28 thousand followers and wants to hit its target of 50k plus with the new idea.
Stella Artois has created a new campaign which sees the brand interview a number of stars for just a couple of minutes, asking them about their background and inspiration.
Dubbed The Connoisseur Series, the collection of interviews sees the brand talk to stars such as Wim Wenders, Shane Meadows and Henri Leconte in a series that brings a range of professionals together.
The new series was created to launch the brand new Stella Artois YouTube channel.
Speaking about Stella Artois The Connoisseur Series, Phil Pick, marketing manager at Stella Artois, said: “Discovering the rituals and skill of renowned craftsmen is the perfect celebration of the quality we champion through the Stella Artois pouring ritual, which is built around the Chalice.”
Weston’s Cider is set to unveil its first TV ad today with WCRS, showing a series of people perform minor acts of character shot in a heroic way. Ian Lewis, head of marketing at Weston’s Cider, said: “This advert represents a significant milestone in the 133-year history of Weston’s cider; we have slowly and quietly ‘pressed on’ and built the Stowford Press brand to become the third largest draught cider in the UK, with a reputation of having the finest tasting draught cider made from 100 per cent traditional English cider apples.
“We are extremely excited about our ‘It Men’ campaign as we believe it will appeal to not only our loyal core consumer base but also bring in new consumers that demand a little extra from their drinks. The campaign is integral to an overall up-weighed marketing investment behind Stowford Press.” The 60-second commercial will be supported by 30 and 10 second cut downs.
For a full story, please visit The Drum.
A special edition single malt whisky has just been launched by the Isle of Arran Distillers. Robert Burns Single Malt is actually a re-release, named after the famous Scottish poet who is synonymous with this time of year.
Officially available in shops now, Robert Burns Single Malt is made in a combination of ex-bourbon and ex-sherry casks, giving it its smooth flavour and distinctive colouring, making it a snip at £28.99 per 75cl bottle.
Speaking about Robert Burns Single Malt Whisky, James MacTaggart, Isle of Arran’s Master Distiller, said: “This malt has been skilfully created by combining different ages to produce a beautifully rounded whisky.
“The sweet, fruity notes and the depth of flavour mean that this malt can be happily enjoyed neat, on the rocks or as part of a classic whisky cocktail.”
Euan Mitchell, Managing Director of Isle of Arran Distilleries, added: “As a Patron of the Robert Burns World Federation we wanted to create something special and with the end result we have achieved liquid poetry.
“Both Burns and whisky are global Scottish icons and we aim to promote this new bottling around the world”.
For more information visit DrinksBrands.com
Campari has already wowed audiences with its 2012 Milla Jovovich calendar and this year they aim to capture the imagination of consumers once again with a calendar starring superstar actress Penelope Cruz.
The Oscar-winning actress appears in a calendar which is themed by superstitions – such as opening an umbrella indoors and black cats crossing one’s path – and features a number of major fashion brands, boosting Campari’s luxury credentials.
Shot by photographer Kristian Schuller, there are 9,999 copies of the “Kiss Superstition Goodbye” Campari 2013 calendar available, which will not go on general sale but instead be circulated to a number of the brands associates making the calendar even more collectable.
Speaking about the calendar, Bob Kunze-Concewitz, CEO of Gruppo Campari, said: “For the 2013 Calendar, our intention was to represent the power of confidence in believing you can defy anything, and kiss goodbye to superstitions such as broken mirrors and mystical black cats.
“It is our mission to offer Campari lovers an intense, pleasurable moment to celebrate confidence and the magic power of the number 13.
“Penelope’s incredible personality and beauty meant she was the perfect choice to embody this year’s controversial theme. Kristian has done a truly magnificent job of bringing our vision for the Campari Calendar 2013 to life, and making it even bolder with his inspired and contemporary approach.”
Of course, Hollywood is not a stranger when it comes to Campari’s promotional projects. Last December, Campari enlisted the help of Joel Schumacher for its ‘The Expectation’ advert.
If gin is your drink, why not try the Poinsettia Punch, a drink created by Gin Palace’s top mixologist, Frank Cisneros, using only the finest Nolet’s Silver Dry Gin.
This fantastic offering is Nolet’s Christmas cocktail offering, giving you something new to while away the late hours with and a delicious new beverage with which you can toast good health to your fellow man.
Created to complement the floral, fruit flavours of Nolet’s Silver Dry Gin, Cisneros discovered that the combination of pomegranate and cinnamon were a perfect blend for the natural Turkish rose, peach and raspberry botanicals that come through in Nolet’s – making it the only gin that really makes the most of this cocktail recipe.
2 oz. NOLET’S Silver Dry Gin
0.75 oz. Fresh Lemon Juice
0.25 oz. Cinnamon Syrup
0.5 oz. Grenadine
1 tsp. St. Elizabeth Allspice Dram
2 dashes Angostura Bitters
Combine all ingredients in a shaker. Shake over fresh ice. Strain into double rocks glass filled with fresh ice. Garnish with a Cloved lemon wheel.
For more information visit DrinksBrands.com
Diageo is partnering with Amazon to launch a Smirnoff-branded YouTube channel for fans to purchase ‘party items’ directly from featured videos.
The channel launches at the end of the month and is the focal point of the vodka’s brand’s ‘Yours for the Making’ global campaign, which launched in Western Europe last week.
It uses YouTube’s Annotation feature and will allow viewers to click on the different items shown in the videos to buy them from a branded ‘Nightlife Experiences’ hub on Amazon. Users will be able to purchase several products including Smirnoff vodka variants and party accessories.
To read the full story, visit Marketing Week.
This Winter, Rekorderlig cider aims to bring the native sights, sounds and tastes of Sweden to East London’s Truman Brewery. The urban jungle of Shoreditch will be transformed into a beautifully Swedish winter forest with real pine trees, wild foliage, native Swedish bites plus Scandinavian DJs.
Opening on 26th October to 6th November, the exclusive pop-up bar will offer Rekorderlig’s full range of ciders with star listing for it’s Winter Cider – a blend of apple, cinnamon and vanilla which has received triple the amount of investment for the 2012 season following the huge success last year. There will also be a choice of unique Rekorderlig cocktails including Swedish Mojito, which have been created by award winning mixologist Michael Stringer.
Rekorderlig Senior Brand Manager, Nicol Mason, commented: “We’re so excited to open theRekorderlig Winter Forest Bar and bring a part of Sweden’s beautiful nature to the heart of the capital. Bar-goers will be treated to a really unique experience; from the trees they sit amongst to the food they taste and the music they hear. Attendees will also be the first to sample our new Rekorderlig cocktails. We hope it will be the number one destination bar to celebrate the start of Winter in the city and elongate the cider drinking season.”
To read the full article, visit Drinks Brands.
Smirnoff is scrapping its multimillion-pound ‘Nightlife Exchange Project’ global experiential activity after just two years.
Since 2010, the vodka brand held a series of events where cities and countries ‘exchanged’ their nightlife. Last year, the activity was fronted by pop star Madonna, who promoted an online dance competition.
Michelle Klein, vice-president of global marketing communications and digital for Smirnoff, said: “We had two fantastic years with ‘Nightlife Exchange’. The question I was being asked was, ‘where do you go after Madonna, with the volume sales and equity up?’ When you’re on a high, it’s a great time to do a reinvention.”
A Diageo insider said the company wanted to switch to an ‘always on’ marketing approach instead of basing activity around one major push.
To read the full article, visit Marketing Magazine.