Coors Light sweepstakes offers trips to Super Bowl XLIII
MILWAUKEE, Wis. Coors Light is currently running a sweepstakes promotion that offers the chance for one of three pairs of tickets, plus travel and room expenses, to next year’s Super Bowl XLIII. Two addition trips to two Super Bowl XLIV, to be held in 2010, are also available as prizes, Coors Brewing Company said.
The sweepstakes is being promoted in English and Spanish-language packages of Coors and Coors Light “banquet-vented” wide mouth cans and “cold-activated” bottles.
For TV spots, Coors will continue “Coaches” ad campaign airing Super Bowl messages from Mike Ditka and Barry Switzer will begin to air. The spot with Coach Ditka airs Dec. 12 and the TV ad with Switzer is set to debut Jan. 3.
“Every NFL fan dreams of experiencing the Super Bowl in-person, and Coors Light is the only beer that can make that dream a reality,” Lee Dolan, vice president of marketing for Coors Light, said.
Players can enter by texting or entering online access codes found on specially marketed packages of Coors and Coors Light. Consumers over the age of 21 can register online at http://www.coorslight.com/superbowl/ to enter the contest, or text their entry numbers to 42653 (4COLD) for a chance to win. A drawing will be held on Jan. 13 for the Super Bowl XLIII trips and another drawing for trips to the Super Bowl XLIV is scheduled for Feb. 3.
Nestle banks on consumer return to bottled water
VEVEY, Switzerland For the past couple months, Nestle Pure Life, manufacturer of Perrier, Poland Spring, Vittel and Awuarel, has been aggressively pushing its new health-and-wellness advertising campaign. The company has been informing consumers of the healthy benefits of drinking water and the harmful effects of drinking soda through new labels on their packaging, as well as TV commercials on Hispanic channels. Some Poland Spring bottles stated, “A typical 12-ounce soda contains the equivalent of 10 teaspoons of sugar,” and popular talk-show host Cristina Saralegui did voice-overs saying, “Kids don’t jump in pools of high-fructose corn syrup,” in commercials portraying children jumping in clear pools.
The new campaign is meant to combat plummeting water bottle sales, which were down to $17 billion in the U.S. last year, a number significantly impacted by people viewing bottled water as environmentally unfriendly. In an interview with Ad Age, Nestle Waters North America president and chief executive officer Kim Jeffery stated that he disagreed with critics. “I would argue that we’re good for the environment, and we’re good for human health, as opposed to being an environmental villain.”
By targeting sodas, Nestle is fighting its main competitors—Coca-Cola, which owns Dasani, and PepsiCo, which owns Aquafina. In 2006, 70 percent of the increase in sales of bottled water in the United States came from people switching drinks, according to Bob Davino, a vice president of marketing for Nestle Waters. Jeffery said Nestle’s Eco-Shape bottle is proof of their efforts to reduce their carbon footprint. The Eco-Shape bottle is the lightest half-liter bottle being made for beverages today, Jeffery said, and the company is planning to eliminate another 20 percent of its weight.
Jeffery claimed cited a small media budget as the reason for not being quite as transparent as critics. “We’re half the size of the soft-drink industry, and our media budget is about 10 percent of theirs.” The new campaign includes nine messages rotating through Nestle bottled water labels, and according to Ad Age, the commercials featured on Hispanic channels are gaining traction. “One of the things we know is that when people migrate to this country from Latin American countries, they are very familiar with the Nestle trademark,” Jeffery said. “There’s a high level of trust, and they index very high in bottled-water consumption because of the quality of tap water in their native countries.”
Jeffery also explained to Ad Age that it is impossible to trust tap water, since it often flows through an “infrastructure that’s as much as 100 years old.” He believes people should drink Nestle Pure Life bottled water because the company can guarantee that the product is “high quality,” healthy and is contained in packaging that has gone through a significant reduction in plastic.
Digital game on Meijer Web site sparks surge of visits
GRAND RAPIDS, Mich. An online game that Meijer launched last month to showcase the mass merchandiser’s offerings on its Web site has attracted more than 300,000 users from every state, Meijer announced Monday.
“We are thrilled with the response to “Wish Carefully,” Meijer director of e-commerce Dawn Bronkema said. “Although Meijer is only located in five states, the Meijer brand is nationwide thanks to a huge number of participants across the country who have chosen to play the game and try to win a holiday gift.”
Meijer has spread the game virally, allowing users to place it in their personal Web pages, including on social networking sites such as MySpace and Facebook.
The chain operates 185 stores in Michigan, Ohio, Indiana, Illinois and Kentucky.