FOR LOVE & THE GAME
BY JIM BINDER
SUPER SUNDAY AND VALENTINE’S DAY HIGHLIGHT THE
OPPORTUNITIES TO LIVEN UP THE DEAD OF WINTER. HERE’S A SAMPLE OF HELPFUL MERCHANDISING
MATERIALS FOR THE SEASON.
Bud Bowl XII
Anheuser-Busch scored exclusive beer category sponsor during the ABC telecast of Super Bowl XXXIV. Budweiser and Bud Light will once again square off in Bud Bowl 2000 — the 12th installment of the rivalry. Budweiser has partnered with ESPN for this Bud Bowl and a tour of the ESPN studios is the grand prize of a sweepstakes offer. A full line of p-o-s materials are available, including banners, inflatables, pennants, case and counter cards and more.
Settling The Debate
Miller Lite is offering fans a chance to vote for the “Greatest Super Bowl Team Ever” on the internet. Fans can make their choice on the Miller Lite website (www.SuperBowl.com), the results will be posted on the website, and in an ad in USA Today, on the Monday following the Super Bowl. Miller Brewing Company is supporting the promotion with a special “Super Bowl Debate” TV ad and an ad in Sports Illustrated. Off-premise Super Bowl-themed promotional materials include multi-case displays, posters, pole toppers and danglers.
A New Kick For Corona
The Gambrinus Company is gearing up for the Super Bowl with the first-ever Corona “Big Game” TV ad and supporting promotional effort. The ad features beachside field goal attempts using lime “football” wedges being “kicked” by hands. The “goalposts” are two Corona Extra bottles. Merchandising materials include case cards, header cards and static clings urging “limeheads” to get Corona for the big game.
Alizé and Alizé Red Passion, from Kobrand, are offering diamonds for Valentine’s Day. The sweepstakes will award a first prize of a loose diamond valued at $3,000, a second prize piece of diamond jewelry worth $1,000 and 50 third prizes consisting of Alizé Diamond Martini kits. Supporting promotional materials include case cards, bottle neckers window posters and floor graphics.
Celebrating The Other New Year
Kirin Brewery of America has launched its “2000: Year of the Dragon” promotion running through the Lunar (Chinese) New Year on February 5. Kirin draws on its own heritage for the promotion, using the Kirin symbol — a mythical half-dragon, half-deer. Merchandising materials include an inflatable Kirin dragon, price signs, display cards, display fans and a calendar poster.
Liqueur Of Love
Romance is the idea behind the Amaretto di Amore Valentine’s Day promotion. Barton Brands is promoting di Amore with case cards that include an order form for the third in a series of musical glitter globes. This year’s globe features the setting of a romantic dinner for two and plays the Lennon-McCartney classic, “If I fell in love with you.”
Blazing Through Winter
Samuel Adams Winter Lager is urging consumers to “Blaze Your Own Trail” in its promotion this season. The deep, amber-colored wheat bock from The Boston Beer Company is brewed with winter spices such as Curacao and Valencia orange peel, Hawaiian ginger and cinnamon from Saigon. Promotional materials include case cards, posters and sticky notes.