AS THE DAYS START BECOMING A BIT MILDER, WITH SPRING ON THE HORIZON, SUPPLIERS ARE PRESENTING A VARIETY OF EXTRA MERCHANDISING OPPORTUNITIES. HERE ARE JUST A FEW THAT ARE BREWING FOR THE SEASON.
Millennium Model
Angela Little, who graced the pages of Playboy magazine a few years back, has been chosen as this year’s St. Pauli Girl, and will be represent the brand, imported from Germany by Barton Beers, nationally throughout 2000. Beginning this month, the “pin-up” style poster featuring the latest St. Pauli Girl will be available to participating retailers at in-store display bins nationwide. Approximately 500,000 posters are being distributed and are free to consumers. The poster program also includes a consumer promotion offering a trip to the Playboy mansion via the St. Pauli Girl web site, where a version of the poster also appears, at www.stpauligirl.com.
Brew From The East
Tsingtao beer offers an array of point-of-sale materials throughout the year for this top-selling Chinese import, though this eye-catching Karen Kim display is available only from June through August. Besides the life-size standup, there is also a Karen Kim poster free to consumers at participating retail outlets.
Orange You Glad
The Dr Pepper/Seven Up Company has launched a sweepstakes promotion running through this month for its Sunkist orange soda called “Escape The Shore.” Specially marked packages of 12-packs feature consumer mail-in entry forms for a chance to win one of 10 Hobie Maui kayaks, valued at $725. Point-of-sale includes pole signs and shelf talkers.
Tax Dodge
Amstel Light, from Heineken USA, is offering the “ultimate duty-free” promotion just as the tax season is kicking in. The brand is featuring a national sweepstakes that gives away a trip for two to the Cayman Islands, the infamous tax haven. The program also includes an Amstel Light Duty-Free Store, offering merchandise and branded items at very reasonable — not really “duty-free” — prices, available at the brand’s web site, www.amstellight.com. The program is being supported by an array of p-o-s materials as well as print, radio and internet advertising.
Everyone’s Irish
The top-selling imported beer, Corona Extra, is joining the fun for St. Patrick’s Day with a “Kiss Me, I’m Irish” promotional program, featuring a sombrero-wearing celebrant. A variety of point-of-sale materials are available to retailers.
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From the March 2000 issue of Beverage Dynamics.
