MillerCoors uses clothes hangers to market beer to female drinkers
NEW YORK SABMiller and MolsonCoors are preparing to launch the new beer, MGD 64, this fall with a campaign targeting women—especially those who watch their waistlines.
After giving original Miller Genuine Draft a reformulation so that it contains just 64 calories, the beer makers are driving ads towards female consumers by plastering them on clothes hangers in dry cleaners in Portland, Ore., and Seattle.
The ad campaign works with hanger company EcoHanger, which manufactures 100 percent recycled hangers. The dry cleaning locations have been using these hangers since July, but starting in the fall they will have signage with MGD 64’s slogan “64 calories is a light beer—a perfect fit.”
Hanger Network of New York, an advertising group, will distribute eco-friendly hangers with ads to around 35,000 dry cleaners in various markets across the United States.
Coke corrals curious NASCAR fans to loyalty site
ATLANTA Coca-Cola teamed up with and mobile service information company ChaCha to create a trivia campaign that led participants to the Coca-Cola loyalty Internet site, MyCokeRewards.com.
On the Jumbotron at the Brickyard race track in Indianapolis, prior to the Allstate 400 NASCAR race on July 27, Coca-Cola asked cellular phone users to text in trivia questions related to the race with the answers to be provided by the ChaCha service. Once a player received the answer via text message from ChaCha, he or she could then click to the MyCokeRewards Web site where the participant could view NASCAR prizes, such as hats and t-shirts available by redeeming Coke rewards points.
More than 100,000 trivia questions were received during the campaign, and of that total about 5.2 percent of cell phone users clicked through to MyCokeRewards.com, the companies said.
Coca-Cola and its marketing affiliates also said that they are now considering more ways to incorporate ChaCha and its text messaging services into the company’s marketing.
Kellogg reorganizes its management
BATTLE CREEK, Mich. Kellogg has announced many rearrangements in its managerial order of operations.
“These new assignments demonstrate the depth of our management bench and are part of our continuing commitment to growing talent from within the organization,” president and chief executive officer David Mackay stated. “The strength of our leadership team gives us great confidence in our ability to continue driving sustainable performance in a highly challenging environment.”
Starting with the promotion of Mark Baynes, formerly global chief marketing officer at Kellogg, to vice president and global chief marketing officer, the company has also moved Brad Davidson to the role of senior vice president and president of Kellogg North America; Paul Norman to Kellogg International senior vice president and president;; and John Bryant from executive vice president, chief financial officer and president of Kellogg North America, to the role of chief operating officer. In its international business, the company has moved Juan Pablo Villalobos, from his post as senior vice president and president of Kellogg Latin America to the job of senior vice president and president of U.S. Morning Foods; and the former chief financial officer of Kellogg Europe, Todd Penegor, will now take the reins as vice president of Kellogg and president of Kellogg U.S. Snacks.
The company also said executive vice president of Kellogg and president of Kellogg International, global innovation, and marketing and sales, Jeff Montie, has stepped down. According to Kellogg, all changes are effective immediately.