Creative Industry Promotions – Part I

Heineken, Grand Marnier, Bombay Sapphire, Southern Comfort and DonQ have launched new advertising and marketing campaigns in recent months that go beyond traditional advertising and promotions. From event sponsorships to immersive websites, here’s part one of our rundown of what they’ve been creating for consumers.

Have a Passion for Beer?

For on-premise beverage professionals searching for product information on new beers and food/beer pairing ideas, Heineken USA launched www.Passion4Beer.com earlier this summer. The site offers brand stories, product information and pairing suggestions that highlight the company’€™s portfolio of global beer brands (including Heineken, Dos Equis, Amstel and Newcastle).

The site also details beer ingredients, information about the brewing process, tasting methods and beer history. Heineken will continue updating the site with new information about the brands, including new mobile apps and other tools that will excite users’€™ passion for beer.

New Commercials and Sponsorship for SoCo

A new television campaign called ‘€œLingo Cops’€ from Southern Comfort recently hit the airwaves. The series is a ‘€œcrowdsourced’€ project, meaning the company selected the spots from commercials submitted by fans through Poptent.com, an online community for videographers.

Content creators were asked to submit a 30-second spot centered around Southern Comfort & Cola, and RezFX was selected as the winner for the group’€™s three Lingo Cops spots. The commercials will air throughout the summer on major cable networks.

Southern Comfort is also sponsoring the 2012-2013 season of the World Series of Poker, a playing circuit that will make 20 stops throughout the country. The events will begin on August 9 in Mississippi and tour through May 20, 2013. The national championship for the series is scheduled for May 21-23 at Harrah’€™s New Orleans.

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