Beer marketing innovation
•Download as PPT, PDF•
17 likes•15,462 views
Innovative examples of Beer Marketing presented to a client as inspiration.
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Beer marketing innovation
Similar to Beer marketing innovation (20)
Recently uploaded
Recently uploaded (20)
Beer marketing innovation
- 1. Beer Marketing Innovations and Inspiration September 19th, 2012
- 2. Innovations and Inspiration – Focusing on Beer •Mobile •Social •Experiential •Content/ Utility •Packaging •NPD •Advertising
- 3. Mobile: Guinness QR Code Guinness’ s product-activated QR code can only be seen if the glass is filled with their dark brew. Scanning prompts sharing via twitter, foursquare, Facebook, and Instagram
- 4. Mobile/ Augmented Reality: Bulmer “Perfect Pint” To see the video, users point their smartphones at QR codes. These will be on drip mats, posters and window vinyls in 10,000 pubs in the U.K.
- 5. Mobile/ Augmented Reality: Becks Green Box “Art Gallery” Becks turns everyday locations into works of art with its new augmented reality app. Its Green Box Project work can only be seen using a smart device app
- 6. Mobile/ Social/ Packaging: Yeastie Boys DIY Beer QR Code When drinkers scan the QR code on the bottle, they are directed to an site where they can find instructions to make their own version of the Digital IPA at home.
- 7. Mobile/ Social: Nokia Gift Machine Nokia’s social machine in Dubai gives gifts in exchange for Foursquare check-ins and NFC interactions. Prizes include candies, Nokia devices and movie tickets
- 8. Mobile/ Social: Carlsberg Unbottle Yourself The game includes inhibition-loosening tasks like 'walk around and high-five strangers', 'challenge someone in a shopping cart race’, 'buy a hot dog and give it to the next in line'.
- 9. Mobile/ Experiential: Harry’s Bar Bottle Message Harry’s Bar in Singapore makes it easier for shy locals to meet each other with the ‘Bottle Message’: QR code tags that let you enter a message when you scan them. .
- 10. Mobile/ Social/ Advertising: Grolsch Grolsch lets users get a free pack of beer by texting police officer Jount, a fictional character in their TV advertisements. .
- 11. Social: Heineken Ideas Brewery Heineken is asking drinkers to “reimagine the draught beer experIence” and win GBP5,000
- 12. Social: Sam Adams Crowdsourced Beer A Facebook app invites fans to design all aspects of the new brew. Drinkers will be able to weigh in on the color, clarity, body, malt, hops and yeast of the beer
- 13. Social: Heineken Balloons To drive more Brazilian fans to like its Facebook page. Every time someone from Brazil likes the page, a green balloon is blown up and placed in an office.
- 14. Social: Fosters Oz-ometer Fosters Ozometer incorporates live twitter feeds to identify the most easy-going cities, regions and celebrities in Britain that reflect the Aussie No Worries attitude to life
- 15. Social Commerce: Magners F-Commerce Magners Facebook store is to sell a run of 1,000 limited-edition Magners Specials gift packs exclusively via the network for £10 incl. delivery.
- 16. Social Commerce: Tweet-a-Beer Web app Tweet-a-Beer lets users buy a drink for Twitter friends, using ecommerce platform Chirpify to sync their Twitter account with their PayPal account.
- 17. Social Commerce: GetThemIn on Facebook GetThemIn lets Facebook users buy each other real beers redeemable at selected retail outlets and bars.
- 18. Experiential/ Social: Red Stripe Art Project Red Stripe tapped sound artist Yuri Suzuki to create an installation sound sculpture using thousands of collected Red Stripe cans.
- 19. Experiential: Dos Equis “Feast of the Brave” The Cinco de Mayo themed truck served tongue, ostrich, veal brain and even cricket tacos to pair with Dos Equis.
- 20. Experiential/ Brand Utility: IKEA Manland IKEA has created a “crèche” for retail-weary men, complete with Xbox consoles, pinball machines, continuous televised sport and free hot dogs.
- 21. Experiential: Brahma Giant Radio Controlled Beercan I mean, why wouldn’t you?
- 22. Experiential: Heineken Airport Lounge The Lounge offers travellers luxuries usually reserved for business class. White leather sofas & green aluminium tables combine to create a contemporary brand space
- 23. Experiential/ Collateral: Molson Plantable Coaster Molson has put plantable coasters in specially-marked can packs, which will grow into Black Spruce trees if you plant and water them.
- 24. Collateral: BeerTag Wine drinkers already have wine charms to identify their glasses, and now — thanks to BeerTag — there’s an equivalent for beer drinkers too.
- 25. OoH: Beck’s “Music Inspired Art” inspired by album covers for bands like The Cure, Kraftwerk and Prince, Beck’s commissioned contemporary artists to repaint some London Pub
- 26. OoH: Bionade Truck Sides This optical illusion made the most of otherwise dead space on Bionade’s delivery trucks
- 27. OoH/ Ambient: Zhu Jiang Window Stickers Interior window clings in Chinese Taxis give the illusion of a frothy beer
- 28. OoH/ Social: Random House “How To Get The Man You Want” A huge trap was created with beer bottles as “bait”, offering an alternative solution for those who do not want to buy the book.
- 29. OoH/ Social: Bulmers Apples Bulmer played up their apple connection with promos to win a trip to NYC and a scavenger hunt to won money for the local community.
- 30. Branded Content/ OoH: Heineken Light For most of the time the advertising site in Noho is left intentionally blank. Only once in a while the billboard shows music gigs by bands like TV On The Radio
- 31. Branded Content: Budweiser Reality Show Bud’s hour-long reality game show. ‘The Big Time’ will feature amateurs competing in various talents like sports, music and cooking.
- 32. Branded Content: Carling ‘Wondrous Place’ Alice Gold's cover of Billy Fury's 'Wondrous Place’ is available on iTunes, with a 60-second ad on TV and the full video up on YouTube
- 33. Branded Content: Cinema Peroni Senza Tempo Peroni's short film played in cinemas with excerpts on TV and online The film, from the director of The Pursuit of Happyness, pays tribute to Italian movie-making.
- 34. Branded Content: Vice and Tiger Beer ‘Curiosity Is Rewarded’: Tiger Beer and VICE magazine’s documentary series looks at the evolving way creative youth are exploring ideas together.
- 35. Branded Content/ Mobile: Carling iPint The app is a Donkey Kong-like game where you have to safely take a pint of Carling from bar to your table dodging objects and obstacles
- 36. Branded Content: Heineken Mixtape In an homage to the mixtapes of old, every 6-pack of Heineken came with a USB stick designed to look like an old school music cassette and loaded with free music.
- 37. Branded Utility: Asahi Free WiFi from Vending Machine The Asahi beer vending machines emit a free wifi signal within a 50 meter radius for anyone in range to use.
- 38. Branded Utility: Heineken Free WiFi Hubs Heineken provides free wifi at 100 London pubs and bars. Heineken Hubs are selected venues “where staff take pride in pouring you the perfect Heineken,”
- 39. Branded Utility/ Advertising: Molson Seduction Toolkit Molson provided men all they needed to succeed with women … props to appear wealthy, sensitive or worthy.
- 40. Branded Utility/ Advertising: Molson Seduction Toolkit Molson provided men all they needed to succeed with women … props to appear wealthy, sensitive or worthy.
- 41. Branded Utility/ Advertising: Molson Female Programming Molson placed ads in women’s magazines to “program” women in to thinking that men drinking Molson were desirable mates.
- 42. Packaging: Zayde Cloth Labels These textile labels were designed for an Israeli company’s alcoholic beverage called ‘Zayde,’ to make the product stand out from the crowd.
- 43. Packaging: Krönleins cider Innovative graphic design for cans of Krönleins cider (Sweden), creates an emoticon using the type on the can.
- 44. Packaging: Molson Twin Labels Molson’s back labels were designed to offer “icebreakers” to start conversations with the opposite sex.
- 45. Packaging/ Content: Just Beer Short Stories A Massachusetts brewery has created a selection of limited edition beer bottles covered in a 12-part detective series label. Each ‘chapter’ is printed on a 22oz bottle
- 46. Packaging/ OoH/ Ambient: Wybreshko Beer Bags Beer buyers become free outdoor ads. The optical illusion of people, carrying a case of beer in one hand entertains onlookers, as well as the actual bag-owners
- 47. NPD: Niche Beer – Women and LGBT Molson Coors is turning to the ladies with its female-targeted beer Animée. Meanwhile The Minerva brewery aim to meet the needs of an ‘ignored’ market: LGBT.
- 48. Notable Ads: Carlsberg “Risky Behavior” ‘That Calls for a Carlsberg’. The beer tested innocent couples in a movie theater filled a cinema with 148 ‘bad boy’ bikers. Those who dared were rewarded with a cold beer.
- 49. And Finally …
- 50. Food for Thought? Thank You
Editor's Notes
- The beer brand created a product-activated QR code that could only be seen when the glass is filled with their dark brew. Guinness wanted to get more people talking about the brand, so they gave local bars some new pint glasses. At first glance, the glasses looked like a regular pints- but bartenders and patrons learned that when they were filled with a Guinness, the glasses were actually printed with a QR code. Created by BBDO NY, the QR code could only be scanned when a Guinness (or for argument’s sake, any dark beverage) was in the pint glass; regular beer didn’t create enough contrast, and when nothing was in the glass, the QR code just looked like a creatively etched design on the side of the cup. When bar-goers scanned the QR code with their smartphones, the app shared the news to friends that they were enjoying a Guinness via twitter, foursquare, Facebook, and Instagram updates. Scanning the QR code even sent out the bar-goers’ locations– with the hope being that friends who saw the updates would join their pals at the bar for more Guinness drinking.
- Apparently, there’s more to serving a pint of cider than just pouring it in a glass. Bulmers will be launching an augmented reality app that shows users how to professionally pour and serve the alcoholic beverage. To see the animated video, users will need to download the app and point their smartphones at special QR codes. These barcodes will appear on drip mats, posters and window vinyls across 10,000 pubs in the U.K. The campaign was created by the ad agency Space and also includes other marketing activities such as sampling events and outdoor print ads that encourage consumers to scan the Bulmers QR codes to enter a daily competition. Gareth Turner, Senior Brand Manager at Bulmers, commented that, People don’t want to be told how Bulmers must be drunk, but if you can bring the brand to life at point of purchase, then people will engage with it.
- SEE THE WORLD AS A VIRTUAL ART GALLERY WITH THIS APP Beer brand Becks plans to turn everyday locations into works of art with its new augmented reality app. As part of its Green Box Project, Becks continues to commission independent talent in art, design, music and fashion and have their works scattered across the city. Each work would often be represented by a large Green Box and can only be seen using a special app which can be downloaded on smartphones and devices. Currently, Becks global art project has planted 30 Green Boxes globally, including New York, Miami, LA, Rome and Milan. Not all artworks will be represented by a Green Box. Just the other day, app users who held up their device in front of the Statue of Liberty in New York were surprised to see large red flames coming from the momument’s torch.
- The new Digital IPA from Yeastie Boys encourages anyone to be a craft beer maker. Yeastie Boys is a small craft beer brewery based in New Zealand; the brand recently created a new line of beer called ‘Digital IPA.’ When drinkers scan one of the five QR codes found on the label, they are directed to an online site where they can find instructions on how they can make their own version of the Digital IPA at home. Digital IPA is a special edition open-sourced ale and Yeastie Boys hopes to encourage users to brew it at home to help improve the current recipe. The beer has won a gold medal for its packaging at the Sutton Group Brewers Guild of New Zealand Beer Awards 2012. The label was designed by design company Deflux; art director Simon Courtney speaks to the decision to open the recipe to anyone through the use of a QR code: The use of QR codes stems from the strong social voice of the Yeastie Boys and a feeling that the space on a label couldn’t fully say everything about this beer, or encapsulate who the Yeastie Boys are and what they stand for. In fact, you don’t even have to buy the Digital IPA- find the recipe online here to start brewing your own.
- A free contraption uses ‘random acts of kindness’ to advance the phone maker’s goal of blending the online and offline worlds. Social agency 1000heads have set up a social machine in the Mall of the Emirates in Dubai that gives gifts in exchange for Foursquare check-ins and NFC interactions. Prizes include candies, Nokia devices, movie tickets and other goodies that drop out the bottom of the machine when a user shares their check-in.
- Stockholm has launched the Unbottle Yourself game, aiming to give shy Swedes - generally known as a reserved and cautious bunch - a helping hand. Players have until 17 April to get involved in the game, where they are challenged to take on as many of the 500 plus missions as they possibly can, each designed to spread a little joy in the country. Since it launched on 7 April over 30,000 missions have been completed. The game revolves around inhibition-loosening tasks such as 'walk around and high-five people you don't know', 'challenge someone in a shopping cart race' and 'buy a hot dog and give it to the next in line'. Martin Cedergren, ECD at Akestam Holst, explains: 'Carlsberg Sweden is on a mission to unbottle the courage that brews in all of us. Not just any courage but the kind you need in social situations.' A list of missions can be found at unbottleyourself.com or via an app available now for Android or iPhone, while YouTube hosts a series of prompter videos to inspire gamers. To take part in a challenge, players must download the app and shake their phone to select a random mission. To earn points (and of course prizes) they must complete the task, either validating it themselves or uploading a photo or video as proof, in some cases performing under scrutiny of judges. Daily prizes are on offer for high-scoring 'gold' missions, while a final 10 will be selected based on top points-scorers at the end of the fortnight. A panel of judges will then select one winner for the grand prize of a trip for two to Hong Kong. Once the game is over, Carlsberg will leave the app open as a just-for-fun opportunity for dares and gaming.
- Harry’s Bar in Singapore wanted to make it easier for shy locals to meet each other at the bar. They introduced ‘Bottle Message,’ adding QR code tags to beer bottles that let you enter a message when you scan them. After you’ve written something for the person you like, flip the tag over, buy another beer, and place the tag over it. Then have it sent to that special someone so they read the message and you can start a conversation. This new communication tool caused beer sales to double at the bar. Check out the case study video below:
- Grolsch takes analog-digital experiences to the next level by having users communicate with fictional characters. Amsterdam brewery Grolsch recently launched an interactive campaign that lets users get a free pack of beer by texting police officer Jount, a fictional character in their advertisements. In an online ad Officer Jount, “the most notorious police officer in the Netherlands” sits waiting in a dark and shadowy bar. He slowly turns, looks at you and a voice tells you to text him your name; if he recognizes it, he’ll buy you a beer. He pulls out his business card (which shows on the screen) before turning away. When you send him a text, he turns back and pulls out his mobile, glances down – and low and behold, your name has made it to his phone on screen. He then types to respond and a second later your mobile buzzes with his text, and in that text a personal message with a link to redeem a free four pack of Grolsch beer. Or if you live in England, Wales or Northern Ireland, try it for yourself on their website. The campaign says Officer Jount receives over 2,000 texts a day from users engaging with the site, showing the opportunity space for experiences that succeed in blending the analog and the digital. Campaigns that can merge the two in real-time are the ones that will ultimately take off.
- REINVENT THE DRAUGHT BEER EXPERIENCE Recent findings confirm that guys love beer. Many women do too, but let’s focus on the guys here. They love draught beer because it is almost like another friend in the group. Always there to accompany the good times when stories, jokes and laughter are shared. Draught beer is enjoyed the world-over, but it has not changed much over the years and HEINEKEN sees the potential to take inspiration from technological advances and the development of other industries to create an exciting new era in draught beer. Technology is continuously advancing; we are bridging distances and connecting on new platforms. The entertainment, music and gaming industries are growing and innovating, offering endless opportunities and choices. New technologies allow us to deliver our beer in different and exciting ways (check out our inspiration section on the home page!)
- BREWERY’S CROWDSOURCING PROJECT DESIGNS NEW BEERS ON FACEBOOK Samuel Adams invites fans to choose the different aspects of a new brew with “Crowd Craft” app. The Samuel Adams brewers are teaming up with social media enthusiast Guy Kawasaki to crowdsource a new beer through Facebook. The “Crowd Craft” project uses an interactive Facebook app that invites fans to help determine all of the different aspects of the collaborative brew. Beer drinkers will be able to weigh in on the color, clarity, body, malt (sweetness), hops (bitterness) and yeast (finish/ complex flavors) of the new brew until February 5th. After this date, Samuel Adams will use the favorites from each category to develop the recipe for the crowdsourced beer.
- ‘LIKE’ HEINKEN ON FACEBOOK AND FILL ONE OFFICE TO THE BRIM WITH BALLOONS The beer brand thanks social media fans in an interactive digital campaign to encourage more likes. International beer brand Heineken has created a digital campaign to drive more Brazilian fans to like its Facebook page. Every time someone from Brazil likes the page, a green balloon is blown up and placed in an office. Selected users are shown a custom video of a man blowing up a balloon and the total number of balloons covering the room. In just a few days, the ‘Um Like Um Balao’ (One Like One Balloon – said while blowing one of them up) campaign has generated thousands of new likes, which in turn has drowned the office setting in a sea of balloons. Take a look at one of the videos below. You can also watch all the videos from the campaign on Heineken’s YouTube channel.
- ..And Play, London launches an Ozometer for Fosters, incorporating live twitter feeds to identify the most easy-going cities, regions and celebrities in Britain that reflect the Aussie No Worries attitude to life. 'A statistical linguist, who specializes in developing Artificial Intelligence (AI) platforms for languages, to craft a custom built algorithm that not only will assign values to individual words used on the tweet updates but will also track the sentiment and context of words used.'
- Magners cider has entered the world of f-commerce by opening a Facebook store to sell a limited-edition run of one thousand gift packs to UK customers. The packs feature the newly-launched Magners Specials range of blended ciders and are available exclusively through the social network at a price of £10 including delivery. They include one bottle of each of the new flavours: pear and ginger, spiced apple & honey and spiced apple & rhubarb, plus a special edition bottle opener and booklet. Magners has almost 75,000 Facebook fans and has launched these gift packs primarily to raise awareness of its Specials, but the brand has also said that Facebook could grow as a sales channel. Head of marketing at Magners, Kirsty Hunter, said: F-commerce is in the very early stages, so at the moment it is simply a great way to increase offline sales by driving trial. In years to come, however, we may see more consumers making their purchases in this way. Magners has come up with a three-tier security system to ensure that consumers are of a legal age to purchase the alcohol. There is an age gate preventing those with a profile age of under 18 from viewing the page, a payment portal that only accepts payment by credit card, and the courier will also check the ID of a recipient on delivery.
- BUY YOUR FRIENDS A COLD BEER ON TWITTER New web app uses Chirpify to sync your Twitter and PayPal accounts and let you send $5 for a drink. Web app Tweet-a-Beer lets you buy a drink for your Twitter friends, using ecommerce platform Chirpify to sync your Twitter account with your PayPal account. This development in the payment ecosystem means you can send money in $5 allotments to share a pint with another Twitter user. The online networking app was developed by agencies tenfour and Waggener Edstrom from Portland, Oregon. It allows you to personalize your beer gift with a message, which is posted for your followers to read on Twitter, and you can also choose to add a venue near your current location and a date when you’d like to meet up for a drink. Reggie Wideman from digital agency tenfour told Mashable: It’s about helping people make real connections — enabling networking and socializing by purchasing each other a beer over Twitter, perfect for fostering the face-to-face connections.
- Buy friends a drink on Facebook We’ve watched with great interest the growing number of ways consumers can give each other real-world gifts via electronic channels. Much the way GetThemIn lets Facebook users buy each other real beers andGiiv lets people surprise each other with a variety of tokens of affection, so German frinXX lets consumers treat individuals or groups of friends to a real-life drink at the bar. The brainchild of German sixunity, frinXX gives consumers a way to buy a round of drinks for those they care about, even if they’re not present at the bar themselves. How it works? Users begin by visiting the frinXX site or logging in via its Facebook app. They then choose the amount they’d like to spend along with the venue, and pay via PayPal, iPayment, ClickandBuy or immediate transfer. From there they’re given a code that can be sent to one or more recipients via email, SMS or Facebook, along with an optional personal message. Shown to the bartender, that code serves as payment for the designated sum at the bar. It’s interesting to note that competitor GetThemIn is working on similar capabilities to enable gift redemption right at the bar, according to its website. How can your brand help friends show each other a little immediate, real-world appreciation? (Related: Curated recommendations help customers choose the perfect gift —Online ‘grab bag’ lets Twitter users thank their followers with gifts.)
- RED STRIPE TEAMS UP WITH JAPANESE SOUND ARTIST TO CREATE INSTALLATION OUT OF BEER CANS Red Stripe recently worked with sound artist and designer Yuri Suzuki to create an installation out of ‘nothing’. Inspired by the resourcefulness of Reggae musicians, the Japanese artist set about creating a sound sculpture using thousands of collected Red Stripe cans. Working alongside Australian designer/illustrator and maker Mathew Kneebone, Suzuki turned 5,000 cans into a fully-functioning sound system. London DJ/mixer/masher Al Fingers and singer/songwriter Gappy Ranks then teamed up to create music on the sculpture.
- Beer brand Dos Equis is celebrating Cinco de Mayo by bringing the ‘Feast of the Brave’ taco truck to New York City from today (Friday, April 29th) through May 7th. The truck will serve tongue, ostrich, veal brain and even cricket tacos created by Chef Domingo Garza to pair along with Dos Equis. The taco fillings are considered Mexican delicacies, and will be served at no cost – though adventurous foodies will be limited to three per person. (2.33) The truck will take up temporary residence through Bryant Park, SoHo, East Village, the Meatpacking District, Union Square, Lower East Side, and more. The truck can be followed on Facebook and twitter @FeastOfTheBrave. The food truck craze – and convenience – is still a great opportunity for brands to connect and engage with its customers. For the daring foodie (at least), Dos Equis’ freebie tacos are also an ingenious & relevant way to surprise & delight the brave.
- YOU'VE probably seen the "boyfriend chair" in clothing stores for bored shopping companions. Now IKEA has taken the concept one step further by creating a “crèche” for retail-weary men, complete with Xbox consoles, pinball machines, continuous televised sport and free hot dogs. MÄNLAND is being trialled for four days this Father's Day weekend as a male-only play space to hang out in while wives and girlfriends peruse the aisles. Publicity manager Jude Leon said the idea was modelled on the Swedish furniture giant’s existing child play area, SMALAND. Ms Leon said women were given a buzzer to remind them to collect their other half after 30 minutes of shopping. "Despite most men dreading a trip to the shops, we still attract a high proportion of male customers,” she said. “So we’re expecting the scheme to be a real success with both sexes.” MÄNLAND is open from Thursday September 1 to Sunday September 4 from 10am-6pm at Sydney's IKEA store at Homebush Bay.
- MB Productions and Events , (a company specializing in event marketing) is responsible for the creation of "Lata Electric", a large electric trio in the shape of a beer can, powered remote control and air suspension, which prevents the stage leaning on rough terrain. The product is being used by AmBev, which closed an exclusive contract to use the trio branded its products for three years.
- HEINEKEN AIRPORT LOUNGE Warm beer in airport restaurants resembling barns has, no doubt, caused many of us to wonder where air travel’s glamour got to. Helping revive the notion of classy business travel, Heineken has teamed up with design agency UXUS to create an airport lounge that offers a respite from the chaos of the terminal gate. The Heineken Lounge opened in Newark Liberty International Airport in December 2008, and democratically presents all travellers with the luxuries typically reserved for first and business class passengers. Private conversation nooks, custom white leather sofas, spherical light fixtures and green aluminium tables combine to create a contemporary brand space. In addition to Heineken, a variety of beers are served on tap, alongside a fully-stocked cocktail bar. Although Hong Kong’s International Airport has had its own Heineken bar for some time, Newark’s lounge is more of a ‘third place’, offering work necessities such as wifi, as well as movies and other entertainment. One to emulate, if branding budgets allow
- Molson Canadianhas put special seed-infused coasters in select cases of beer that can will turn into Black Spruces. Molson Canadian has put plantable coasters in specially-marked can packs, which will grow into Black Spruce trees if you plant and water them. This clever promotion with a useful product and an eco-friendly message is part of the company’s ‘Red Leaf Project‘. Those who help out at a park clean-up project by planting trees, improving trails, and making the area more beautiful, are rewarded with a free concert ticket. Check out the video about the campaign below:
- BEERTAG Evenings spent at a busy party or bar can often cause drinkers to lose track of their beverages. Wine drinkers already have wine charms to identify their glasses, and now — thanks to BeerTag — there’s an equivalent for beer drinkers too. The company claims that 32 percent of US beer drinkers resort to ripping the label of their beer bottle in order to mark it as their own in a social setting; 46 percent, meanwhile, choose a particular spot to set it down in so as to keep closer track of it. Chicago-based BeerTag, however, hopes to end all that with a distinctive — and even advertising-ready — sleeve that fits over the neck of a beer bottle to identify whose it is. Available in a variety of colors and designs, the BeerTag not only helps consumers protect their drinks, but it also “offers beer distributors a unique opportunity to promote their brands, directly onto a competitor’s product, in the on-premise environment,” in the company’s own words. Several designs are available as free downloads on BeerTag’s site; interested advertisers are encouraged to contact the company for a quote. Coming soon from BeerTag is a way for consumers to purchase their own BeerTags and even to create their own personalized tags. In the meantime, however, the company’s goal is “to make the BeerTag available as a free promotional product to consumers in over 10,000 bars in the U.S. within the next three years,” it says. One to partner with toward that end? (Related: Buy an exotic beer, donate to its country of origin — Digital photo booth uses free photos as brand marketing tool — More free love — now at the bar.)
- The beer brand Beck's , has a new project called "Music Inspired Art ' , where the concept is that art inspires music inspires art and music. And to bring this concept to your target audience, some Pubs of London had its facade painted by four artists ( Anna Lomax & Lauren Davies, Chrissie Abbot and Jamie Brown) inspired by album covers for bands like The Cure, Kraftwerk and Prince.
- Random House , one of the leading English-language publishers in the world, in partnership with the agency Colenso BBDO New Zealand has developed a guerrilla campaign to publicize so humorous book"How to get the man you want," which brings 150 views fun for women unable to conquer the man you want. A huge trap was created where used as "bait" beer bottles, giving that idea as an alternative for those who do not want to read the book.
- Random House , one of the leading English-language publishers in the world, in partnership with the agency Colenso BBDO New Zealand has developed a guerrilla campaign to publicize so humorous book"How to get the man you want," which brings 150 views fun for women unable to conquer the man you want. A huge trap was created where used as "bait" beer bottles, giving that idea as an alternative for those who do not want to read the book.
- A CLOSER LOOK AT THE MESSAGING BEHIND HEINEKEN LIGHT’S POP-UP BILLBOARD GIG As part of a promotion for Heineken Light, TV On The Radio played a concert ‘from’ an advertising billboard on Lafayette in New York City. The event was concepted by Wieden+Kennedy NYC and PR agency MSL worked on strategic messaging to get the word out. Brian Williams, VP at MSL NYC, explained to PSFK some of the thinking behind the campaign. For most of the time the advertising site in Noho is left intentionally underwhelming with a simple white background poster. Only once in a while the billboard becomes the place to be – with gigs like last night’s where anyone can stand on a street corner and enjoy the music. On that occasion, the billboard becomes ‘perfect’ – just like the image of the brand the team are trying to convey: that it’s a beer that is just right for those certain occasions (Heineken Light : Occasionally Perfect).
- BUDWEISER TO REVIVE BRAND WITH REALITY TV SHOW Beer brewer hopes to increase sales with new television show airing January next year. Anheuser-Busch is one of the largest brewers globally by sales, but its flagship Budweiser brand isn’t doing so well compared to Bud Light, which happens to be a top selling beer in the U.S. The beer company hopes to change this as it ventures into reality TV with an hour-long game show. ‘Bud United present: The Big Time’ will feature amateurs competing in various talents like sports, music and cooking. The winner of each segment gets to have a once-in-a-lifetime-opportunity to meet with a famous celebrity in their field. For example, the winner of the music competition gets to perform with Lady Gaga and Sting in Las Vegas. Although the show will not have anyone drinking the beverage, there will be product placements of the Budweiser logo on signs, clothing and items. Budweiser hopes to increase awareness and sales through what marketers call ‘branded entertainment.’ The Big Time will air Saturday afternoons on the ABC network in the U.S. and will start 21 January, 2012.
- Brand SABMiller Media Type Cinema Online TV Commercial Product Category Alcoholic Drinks Country UK Source News Tags Beer Film Storytelling Craft Another brand to adopt a reinvented classic song was Carling, who used Alice Gold'scover of Billy Fury's 1960s track 'Wondrous Place' for a TV spot created by award winning music video director Walter Stern. The song is available to buy on iTunes (without a Carling tie-in), and Carling has put the 60-second ad up on YouTube - although a separate video has been posted by another user with the full version. The beer brand's more traditional approach to music/video makes for an interesting contrast with Chipotle - who, by producing the definitive full-length video for each song (and featuring directly in the iTunes artwork), has managed to put its own stamp on the song in a far more integrated way.
- Peroni's short film Senza Tempo ('Timeless') will play in cinemas and provide excerpts for use as TV and online advertising. The film, from the director of The Pursuit of Happyness and Seven Pounds, pays tribute to Italian movie-making in the same vein as the brand's 2006 homage to Fellini's La Dolce Vita. Contagious spoke to Peroni global brand manager Andrew Walker about the beer's commitment to Italian style and craftsmanship, and working with Muccino on his story of love, loss and film-making: 'When we met Gabriele, the second we started talking about film-making he was so involved and we shook hands on it right there. It's not cheap to do but we genuinely believe in creating a story. In terms of PR, it is a combination of the name and the output - the content is interesting in its own right. We have a guy on the verge of Hollywood and the output is compelling for people to see. 'Peroni has very tight brand architecture what would we like the brand to mean - it stands for Italian style and personality. The launching pad for this project was the campaign idea. Nastro Azzuro was born in the 1960s and matches an evolution of Italian style from that period. 'We are aiming to create an Italian style which is outside the category and in the luxury market and film is a logical extension - the attention to detail, the passion, the storytelling. The style seems to resonate in the UK really well, the Italian style is aspirational.' The brand brought along eight winners of an online contest offering the chance to work on the shoot under Muccino. Peroni's 2010 online activation around the Accademia del Film has also included a competition to win a Roman holiday by inputting on-pack codes at its site, where free downloads of classics of Italian cinema are available. www.peroniitaly.com
- VICE AND TIGER BEER LOOK AT CREATIVE COLLABORATION Made under the premise ‘Curiosity Is Rewarded,’ the ‘Found’ documentary series looks at the evolving way creative youth are exploring ideas together. Tiger Beer and VICE magazine have created a number of short videos exposing looking at the evolving way creative youth are exploring ideas together. Made under the premise ‘Curiosity Is Rewarded,’ the Found documentary series features British underground creative collectives such as; illustrators, animators, artists and designers group This Is It; art, music, writer and philosopher collective Off Modern; and ship-based recording studio Lightship 95.
- Beer Carling , with the emergence of application iPint , saw the opportunity to create a very cool campaign for the iPhone . The interactivity and creation, was on account of the agency Beattie McGuiness Bungay, who took the prize Cyber at Cannes this year. The application is a game where you have to walk with a glass of beer at a bar counter, dodging some objects and end of the game, the prize you fill your iPhone and can simulate beer you're drinking.
- A lovely new campaign from interactive marketing agency twist and creatives Qi-ideas in Amsterdam is looking to promote Heineken by tapping into the long-burning nostalgia we all feel for the days of the mixtape. Share Brand Heineken Media Type Sales Promotion TV Commercial Product Category Alcoholic Drinks Country Netherlands Source News Tags Beer Heineken Music On-pack USB Promotion It's been a long time since Contagious huddled over a scratchy cassette player frantically recording the top 40 from BBC Radio 1, and whilst muxtape.com did much to pluck at our heartstrings, the rights police shut that one down too. Grr. Where's your sense of fun? Thankfully, brands are doing much to counteract the DRM-induced rage implicit in the loss of the mixtape, and this initiative is no exception. This summer, every 6-pack ofHeineken comes with a USB stick designed to look like an old school music cassette. These USBs give access to three free song downloads, and adorably, five different music styles are reflected in the USB designs (we have long 'fessed up about our penchant for things that come in the same shape but a different colour. TopShop jersey. Crayola. Vitamin Water. The list is endless). To create awareness for the summer promotion, this take-over ad was created to feature on the music section of the largest Dutch news site NU.nl for one day only. There's a demo here: http://www.youtube.com/watch?v=rV9e3lbsq4c By clicking a different cassette, a new background emerges with a song in the chosen genre. The cover songs are by Dutch band The Future Presidents. Meanwhile, a TV com mercial is equally retro. Stop! Hammertime... http://www.youtube.com/watch?v=TFFRICPsx2g We like, we like. Whilst The Future Presidents may be waiting a while to fulfil their destiny, this is a summery, sun-shiny promotion which gives consumers something of their choice that they want for free, and a reason to buy Heineken and not Amstel. And isn't that what we're after?
- In Japan, vending machine dispenses beer and wifi The Asahi beer vending machines emit a free wifi signal within a 50 meter radius for anyone in range to use. Heineken free wifi Dutch beer brand Heineken has figured prominently on our virtual pages on several occasions before, including its branded airport lounge back in 2009. Continuing the brand butler theme into 2011, the brewer recently teamed up with BT to provide free wifi for patrons at 100 London pubs and bars. Heineken Hubs are selected venues across the UK “where specially trained staff take pride in pouring you the perfect Heineken,” in the company’s own words. Now, through a partnership with telecom provider BT, patrons at Heineken Hubs will be able to enjoy free wifi. Not only that, but — through a partnership with The Independent’s i publication — they’ll be able to use that wifi to access exclusive location-specific content online. Another 200 pubs across the UK are expected to be added to the list by the end of 2012. “The partnership with BT reinforces the brand’s reputation as a leading player in the development of technology,” explains Rick Lawrence, a marketing manager with Heineken UK. “The wifi initiative will provide excellent exposure for Heineken among its key target audience and build greater affinity between the brand and its consumers.” There are so many ways brands can serve current and potential customers, but wifi is currently a particularly useful one. How can your brand help consumers stay connected?
- Heineken free wifi Dutch beer brand Heineken has figured prominently on our virtual pages on several occasions before, including its branded airport lounge back in 2009. Continuing the brand butler theme into 2011, the brewer recently teamed up with BT to provide free wifi for patrons at 100 London pubs and bars. Heineken Hubs are selected venues across the UK “where specially trained staff take pride in pouring you the perfect Heineken,” in the company’s own words. Now, through a partnership with telecom provider BT, patrons at Heineken Hubs will be able to enjoy free wifi. Not only that, but — through a partnership with The Independent’s i publication — they’ll be able to use that wifi to access exclusive location-specific content online. Another 200 pubs across the UK are expected to be added to the list by the end of 2012. “The partnership with BT reinforces the brand’s reputation as a leading player in the development of technology,” explains Rick Lawrence, a marketing manager with Heineken UK. “The wifi initiative will provide excellent exposure for Heineken among its key target audience and build greater affinity between the brand and its consumers.” There are so many ways brands can serve current and potential customers, but wifi is currently a particularly useful one. How can your brand help consumers stay connected?
- Heineken free wifi Dutch beer brand Heineken has figured prominently on our virtual pages on several occasions before, including its branded airport lounge back in 2009. Continuing the brand butler theme into 2011, the brewer recently teamed up with BT to provide free wifi for patrons at 100 London pubs and bars. Heineken Hubs are selected venues across the UK “where specially trained staff take pride in pouring you the perfect Heineken,” in the company’s own words. Now, through a partnership with telecom provider BT, patrons at Heineken Hubs will be able to enjoy free wifi. Not only that, but — through a partnership with The Independent’s i publication — they’ll be able to use that wifi to access exclusive location-specific content online. Another 200 pubs across the UK are expected to be added to the list by the end of 2012. “The partnership with BT reinforces the brand’s reputation as a leading player in the development of technology,” explains Rick Lawrence, a marketing manager with Heineken UK. “The wifi initiative will provide excellent exposure for Heineken among its key target audience and build greater affinity between the brand and its consumers.” There are so many ways brands can serve current and potential customers, but wifi is currently a particularly useful one. How can your brand help consumers stay connected?
- Heineken free wifi Dutch beer brand Heineken has figured prominently on our virtual pages on several occasions before, including its branded airport lounge back in 2009. Continuing the brand butler theme into 2011, the brewer recently teamed up with BT to provide free wifi for patrons at 100 London pubs and bars. Heineken Hubs are selected venues across the UK “where specially trained staff take pride in pouring you the perfect Heineken,” in the company’s own words. Now, through a partnership with telecom provider BT, patrons at Heineken Hubs will be able to enjoy free wifi. Not only that, but — through a partnership with The Independent’s i publication — they’ll be able to use that wifi to access exclusive location-specific content online. Another 200 pubs across the UK are expected to be added to the list by the end of 2012. “The partnership with BT reinforces the brand’s reputation as a leading player in the development of technology,” explains Rick Lawrence, a marketing manager with Heineken UK. “The wifi initiative will provide excellent exposure for Heineken among its key target audience and build greater affinity between the brand and its consumers.” There are so many ways brands can serve current and potential customers, but wifi is currently a particularly useful one. How can your brand help consumers stay connected?
- Heineken free wifi Dutch beer brand Heineken has figured prominently on our virtual pages on several occasions before, including its branded airport lounge back in 2009. Continuing the brand butler theme into 2011, the brewer recently teamed up with BT to provide free wifi for patrons at 100 London pubs and bars. Heineken Hubs are selected venues across the UK “where specially trained staff take pride in pouring you the perfect Heineken,” in the company’s own words. Now, through a partnership with telecom provider BT, patrons at Heineken Hubs will be able to enjoy free wifi. Not only that, but — through a partnership with The Independent’s i publication — they’ll be able to use that wifi to access exclusive location-specific content online. Another 200 pubs across the UK are expected to be added to the list by the end of 2012. “The partnership with BT reinforces the brand’s reputation as a leading player in the development of technology,” explains Rick Lawrence, a marketing manager with Heineken UK. “The wifi initiative will provide excellent exposure for Heineken among its key target audience and build greater affinity between the brand and its consumers.” There are so many ways brands can serve current and potential customers, but wifi is currently a particularly useful one. How can your brand help consumers stay connected?
- These textile labels were designed for an Israeli company’s alcoholic beverage called ‘Zayde,’ to make the product stand out from the crowd. The innovative tactile design for the packaging was created by Eyal Baumert, whose studio specializes in typography, branding and strategy design. Click through to see pictures of the textile labels:
- Excellent graphic design for cans of cider brewery Krönleins Bryggeri (Sweden), creating an emoticon using the very type of packaging.
- Excellent graphic design for cans of cider brewery Krönleins Bryggeri (Sweden), creating an emoticon using the very type of packaging.
- COLLECTIBLE BEER BOTTLE FICTIONA Massachusetts-based brewery has created a selection of limited edition beer bottles covered in a 12-part detective series label. Titled ‘Case of the IPA’ the product is the result of a collaboration between microbrewery Just Beer and author Paul Goodchild. Each ‘chapter’ of crime fiction is printed on a 22oz bottle of the recently-released India Pale Ale, telling the story of a; 1920’s-inspired detective melodrama about a wealthy brewer and his intrigues…full of brewing references and industry puns.
- MOLSON COORS TARGETS WOMEN WITH NEW BEER ‘ANIMÉE’ The brewing company believes that attracting women to beer is vital for the growth of the shrinking market. The UK’s biggest brewer, Molson Coors, is turning its attention to the ladies with its announcement of a female-targeted beer called Animée. The result of two years product development, the 4% ABV beer is lightly sparkling and finely filtered, with three available variants: clear filtered, crisp rosé and zesty lemon. The brewing company states: Currently 79% of women in the UK never or rarely drink beer, only accepting to drink beer on a small number of occasions. At Molson Coors we have put a lot of time into finding out why women aren’t drinking beer, conducting an insight programme with over 30,000 women, and what would make them change their minds. The result is Animée, which we see as an exciting opportunity to break down the barriers between women and beer. Animée will be available in early Autumn, with a £2 million advertising campaign starting in September to promote the launch. MEXICO LAUNCHES WORLD’S FIRST ‘GAY BEER’ A Mexican brewery has released a beer range specifically targeted at the gay and lesbian community. A Mexican brewery has released a beer range specifically targeted at the gay and lesbian community. Set to initially launch in Japan, Mexico and Colombia, the Minerva brewery believe that their “Artisan Honey-Ales” aim to meet the needs of an ‘ignored’ market – according to the commercial manager for distributors Bodega 12, Dario Rodriguez Wyler; We’re out in the market with great respect with the idea of offering a product directed to the gay-lesbian community that has been ignored for too long but is important and very demanding. The Purple Hand Beer and Salamandra beers are already available in select places in Mexico, both products sporting a sticker-label which is intended to be peeled off and ‘worn as a symbol of gay-lesbian pride.’
- CARLSBERG FILLS A MOVIE THEATRE FULL OF BIKERS TO PROMOTE THEIR BEER An interactive advertisement for the beer brand, put young couples in a bit of ‘risky’ situation.6 Riding off the tag-line ‘That Calls for a Carlsberg,’ Duval Guillaume Modem decided to test the perseverance of a number of innocent couples in a movie theater. Created for Danish brewing company Carlsberg, the communications agency filled a cinema with 148 ‘bad boy’ bikers, leaving only two seats free. Cue the ‘innocent couples’ who, when entering the cinema, were faced with two free seats right in the thick of the ‘ not-so-friendly gentlemen’. Some overwhelmed couples took to the exit, whilst the ones that worked their way through the crowd, into the seats were rewarded with a cold beer, a spotlight and a cheerful toast.