In a highly regulated environment, what is truly possible for a brand in the spirits, wine and beer business when it comes to innovation.
It’s a tough world out there in the marketplace. Even with the regulators watching every move, there are still some weird and crazy side deals being made when it comes to menu placement, new orders, promotions and so on. Brands have to be innovative and nimble. How are they accomplishing legit marketing and sales and remaining compliant?
Here are a few examples.
In AB’s case, they went for the case or the cooler, one could say.
Anheuser-Busch partnered with Aerva to use its AerWave software platform to manage content across the entire network of 1,000 Digital Coolers in retail locations. To appeal to customers and improve brand-integration at the point of purchase, Anheuser-Busch’s Digital Coolers display branded videos, graphics and animations catered to each region. Wholesaler and regional messaging for market-specific promotions can be added and modified, as needed, by Anheuser-Busch to augment the screens’ branded content.
learn more: http://aerva.com/clients/anheuser-busch/
Cuervo goes to extremes with it’s End of Times production. A group of fearless bargoers enjoy their last moments together, as civilization crumbles around them. As the impending doom worsens outside, inside they are doubling down on the Cuervo (and the Elvis), as for these brave souls #TomorrowIsOverrated
Learn more at Cuervo.com
Song: It’s Now or Never, from If I Can Dream (Elvis with the Royal Philharmonic Orchestra)
Listen now: https://Elvis.lnk.to/INON_ListenYC
Stoli launches its first TV spot in 7 years with New “THE Vodka” Commercial. Spot Showcases Stoli’s Bold Character as Part of Iconic Vodka’s Largest Multimedia Campaign.
Millennial guys’ property Thrillist Media Group is getting in on the branded content action, of course. Everybody else is creating content for marketers, why shouldn’t Thrillist? Its content studio, dubbed CoLab, is creating content for brands like GE that appear on Thrillist.com, according to a report in the Wall Street Journal. The paper reports that CoLab is launching Supercall, an actual digital publication–“one that was sparked by advertiser interest and will exist as an independent editorial property. The new site, which goes live Tuesday, focuses on spirits, covering everything from how to make a proper Negroni to drinking culture in a newly West-connected Cuba.
https://www.supercall.com/ It’s called branded content and Diageo is behind this effort as its sponsor.
In the social space. Because the general audience on Snapchat does not meet Federal Trade Commission requirements for alcohol advertisers, only brands willing to spend big money on custom work-arounds can advertise on the platform. Jim Beam tested out Snapchat last year, introducing its new apple bourbon using the platform’s Live Stories. Jim Beam’s campaign was smart and savvy and used Snapchat effectively as a channel to reach millennials. In this article, the progress and pitfalls of Snapchat use by liquor brands is detailed.
To round out the list of out of the box work being done by alcohol brands in this report, check out this post on MediaKix.com. No relevant post around spirits, wine and beer marketing could be composed without the inclusion of influencer marketing. http://mediakix.com/2016/03/alcohol-advertising-social-media-influencers/#gs.OfmBnjk
The post is a nice drill down of the current state of the business. It doesn’t include the Shared Spirits Influencer Marketing Model but this time next year, it likely will.
If you’d like to stay current on numerous trends in the spirits, wine and beer advertising space, keep this link bookmarked. www.mediapost.com/publications/search/?q=liquor&page=2