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With big game coming up, Coors Light appeals to Latino football fans

BY Adam Kraemer

PHOENIX As official beer sponsor of the NFL, Coors Light will be helping to kick off Super Bowl XLII with a pre-game show aimed specifically at Latino NFL football fans.

The company is presenting on Feb. 2 Tazon Latino II (Latino Bowl II), the second annual nationally televised flag football game featuring former NFL players and Latino celebrities. As an added benefit for Arizona’s Hispanic community, each touchdown scored during Tazon Latino II, will mean a donation by Coors of 1,000 to the Arizona Hispanic Chamber of Commerce to promote leadership development.

“Tazon Latino II is the premier Latino Super Bowl event,” Mauricio Cardenas, Coors’ chief officer for Latin America and U.S. multicultural markets, said. “It provides a unique and exciting football experience for Latino consumers. … Supporting the development of leadership skills in the community will ensure the community’s strength in the future.”

Following the game, Coors will present a check to Harry Garewal, president and chief executive officer of the Arizona Hispanic Chamber of Commerce.

Tazon Latino II will be hosted by Telemundo personalities Karim Mendiburu, Edgar Lopez and Alejandro Blanco and will be televised on Telemundo on 2 p.m. EST, 2 p.m. PST and 1 p.m. CST. Ex-NFL game participants include Marcus Allen, Rocket Ismail, Randall Cunningham, Wayne Chebret, Eric Dickerson and Fuad Reveiz. Participating Latino celebrities include Carlos Ponce, Aylin Mujica, Miguel Varoni, Julissa Bermudez, Vanesa Hauc, Alex Sirvent, Kat DaLuna and Baby Bash. Bill Gramatica and Jamal Anderson will be the live announcers in Spanish and English, respectively. The halftime show will include pop band Camila.

The game, filmed in Phoenix on Jan. 30 at the NFL Experience, also offers the opportunity for four consumers to sit on the field sidelines with the players. For a chance to win tickets to Tazon Latino II consumers can visit participating retailers.

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Reese’s to lead candy campaign for summer Batman movie

BY Adam Kraemer

HERSHEY, Pa. The Hershey Co.’s Reese’s brand will partner with Warner Bros. Pictures to promote The Dark Knight, the studio’s sequel to the hit Batman Begins, set for release in July.

Among the candies that will carry images from the movie beginning in June are Special Edition Reese’s Peanut Butter Cups, Reese’s Pieces candy and Kit Kat bars. The brand will also offer two movie-specific products: Reese’s Milk Chocolate Peanut Butter Bats and Reese’s Dark Peanut Butter Bats. Special Edition Kit Kat Dark Knight Bars will feature an engraved Bat Signal on standard and king size bars.

The campaign will also feature prizes for consumers and millions of dollars in advertising.

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Cheerios names Nashville woman national winner of Children’s Book Contest

BY Tara Smith

MINNEAPOLIS Cheerios on Thursday announced the national winner of its Children’s Book Contest, awarding a woman from Nashville $5,000 and the opportunity to see her story in print.

Shellie Braeuner, who works as a nanny for a family with four children, came up for the idea of her book, “The Great Dog Wash,” while washing the family dog. The story was named the grand prize winner in the Cheerios Spoonfuls of Stories Children’s Book Contest, a national contest that supports unpublished, new children’s book authors. Along with her cash prize, Cheerios has given Braeuner the opportunity to have her book reviewed by Simon & Schuster Children’s Publishing. Simon & Schuster plans to publish her winning story, and has paired her with Robert Neubecker as the illustrator, and with an editor to see her through the editorial process. Braeuner’s book will be launched in paperback form inside Cheerios boxes in spring 2009, and will be available in hardcover through booksellers in summer 2009.

Braeuner, 42, holds a Masters in Education and has worked as a child/adolescent counselor in the past, has always loved the art of storytelling and often uses stories as a way to communicate with children.

“For years people have been telling me to write down the stories I tell children,” said Braeuner. “Obviously, I’m thrilled I wrote “The Great Dog Wash” and entered it in the Cheerios Spoonfuls of Stories Children’s Book Contest. … I can’t wait to see my story come to life in print!”

Cheerios also named two first prize winners, who will receive $1,000 each from Cheerios: Kate Heilman, 35, of Chicago, for her story, “Theo the T-Rex: The Most Terrible Dinosaur in the Neighborhood,” and Alison Anderson, 33, of Cumberland, Wisc., for “Sleepy Song.” Both “Theo the T-Rex” and “Sleepy Song” are featured online at www.spoonfulsofstories.com. Cheerios received close to 1,000 stories in the Cheerios Spoonfuls of Stories Children’s Book Contest, which ran from early June through September 7, 2007.

“We developed the book contest to inspire and support new children’s book authors,” said Ricardo Fernandez, marketing manager for Cheerios. “For the last six years, through our Spoonfuls of Stories program, Cheerios has given away more than 30 million children’s books free inside cereal boxes, and donated more than $2.5 million to the nonprofit First Book to get books to children from low-income families.”

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