WARMING UP PROFITS

A selection of supplier merchandising materials for the coming spring/summer months.

MRC04LORES VACATION TIME

Miller Brewing has a spring/summer “Miller Time” sweepstakes promotion for Miller Lite and Miller Genuine Draft that will give 10 grand prize winners fantastic vacations. The lucky winners can take three friends along on one of three vacations — a high-roller suite in Las Vegas, a resort in Key West, FL, and a beach house in Malibu, CA. Trips include airfare, six nights lodging and $2,000 spending money. Point-of-sale materials supporting the promotion include case cards, display spectaculars, display cards and “instant-win” game cards in specially identified packages of the brands. Secondary prizes include barbecue grills and portable bars.


MRC01LORES GOOD DEAL

Christian Brothers Brandy, from Heaven Hill Distilleries, is highlighting a winning summer promotion, tagged, “Play it Smooth.” The promo features a consumer sweepstakes with the grand prize being a deluxe trip for two to Las Vegas; five second-place winners receive CD-ROM casino computer games; and 100 third-place winners get a set of acrylic tumblers with dice at the bottom. Point-of-sale materials include case cards and shelf talkers with entry pads. In markets where legal, 1.75 ml bottles include an on-pack of custom-designed Christian Brothers playing cards.


MRC02LORES ON DECK

Chi-Chi’s line of prepared cocktails, from Barton Brands, is featuring “Deck Out Your Summer” merchandising materials. Included in the p-o-s are case cards, pole displays and a colorful barrel cooler. In selected markets, bottle neckers are available that include a mail-in offer for a Chi-Chi’s umbrella, as well as coupons for Chi-Chi’s Chips and Cutter Citronella Candles.


becksIN THE HOLE

Running through the middle of June, Beck’s $10 Million Putt & Win Sweepstakes/Contest promotion promises to give consumers a chance to win the “richest prize in sports history.” Sweepstakes winners from four regions of the country compete in a putt-off in early July, with the two finalists competing on July 21, where the $10 million putt will be broadcast on NBC as part of the Celebrity Golf Championship. Beck’s promotional effort is multidimensional, including advertising, packaging and a full lineup of p-o-s materials, where entry forms are available via tearpads.

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