Marketing coolers the hard way
Article Abstract:
Mike's Hard Lemonade has given a new life to the "coolers" beverage category by targeting the spirits to male drinkers. The brand's launch in 1996 sparked competition in the segment which was high-flying in the mid-to-late 1980s but faded by about 1994. Industry sources now claim that sales for the spirits coolers boosted 65% from June 1997 to $2.8 million. Bacardi, whose previous cooler line lost volume, has decided to revise the portfolio to come up with a revamped product line that appealed to a wider range of drinkers. In addition to its fruity Breezers, Bacardi has rolled out Extreme, Big Bang and The Original Stiff, all positioned as "guy drinks."
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1998
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Galleries rev up summer blockbusters
Article Abstract:
Major art galleries in various parts of Canada have introduced promotional campaigns in an effort to spruce up consumer awareness of their exhibits. Art galleries have launched radio and television advertisement as well as billboards and banners publicizing exhibits scheduled for the summer of 1998. The galleries have also started marketing merchandise depicting the art pieces which will be the subject of the exhibits. The move reflects the efforts of the art galleries to adopt the marketing schemes utilized by film production companies to advertise motion pictures.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1998
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Behind Provigo's Hek launch
Article Abstract:
Provigo Distribution Inc. of Montreal, launched in mid-June 1998 its newest brand called Hek, which is themed after Egyptian gods. The new Hek line, which includes one non-alcoholic and three alcoholic varieties, hit the shelves in Provigo, Maxi, Maxi & Co. and Loeb stores throughout Quebec. Promotions for the new line include store samplings during happy hour, a Hek brewery truck touring the province, flyers and more. Gagnon Designer of Montreal is the agency that came up with the brand name, which what ancient Egyptians call beer thousands of years ago.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1998
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