George Dickel Tennessee Whisky, Tabasco create major heat
George Dickel Tennessee Whisky and the Tabasco brand are joining forces to bring a whole new level of heat to the condiment aisle.
The new George Dickel Tabasco Brand Barrel Finish is created in barrels used to age tabasco peppers for three years that have also been rested in whiskey for 30 days. This allows the spice and flavors imparted on the wood from the peppers to influence the flavors. The final step in creating the spice involves distilling the brand’s pepper sauce and blending it together with the whiskey.
“George Dickel Tennessee Whisky and Tabasco are two of the most iconic brands the South has to offer for a reason — the craftsmanship that goes into creating these products is the real deal,” Jeff Parrott, director of American Whisk(e)y Development at Diageo, said. “Both brands have such a rich history, and we’re proud to collaborate with our friends at McIlhenny Company to marry their unique flavor with our quality Tennessee whiskey.”
George Dickel Tabasco Brand Barrel Finish carries a suggested retail price of $24.99 for a 750-ml. bottle, and also comes in a 50-ml and 1-liter size. The product carries a 35% alcohol by volume and will hit shelves nationwide during May.
Henkel announces acquisition of JemPak
Henkel has announced that it an agreement with the Toronto Stock Exchange-listed company, Acasta Enterprises has been reached in the acquisition of JemPak.
The Düsseldorf-based company will pay $118 million Canadian dollars, which equals to €77 million, for the company on a cash free and debt free basis.
JemPak reported sales of around $90 million Canadian dollars in fiscal 2017 and currently contains around 140 employees.
Based in Concord, Canada, the company focuses on the laundry and home care circuit, by offering products in such categories as automatic dishwashing, laundry caps and fabric finishers.
“This acquisition complements and strengthens our existing laundry and home care portfolio in North America. We will further expand our No. 2 market position in this attractive market and will strengthen our leading position in the retailer brands category in North America,” Bruno Piacenza, executive vice president and responsible for Henkel’s Laundry and Home Care business, said.
The transaction is subject to customary closing conditions and is expected to close on or about May 31.
Rayovac campaign asks shoppers to ‘Love Your Battery’
After being silent for nearly a decade, Rayovac burst back onto the scene with a seasonal campaign relaunch in 2016. As part of those continued efforts, the company is looking to make its presence known year-round through a new digital and print partnership with Meredith publications, and a brand-new ad campaign.
The “Love Your Battery” campaign, which was created by full-service advertising agency, Lindsay Stone & Briggs, targets parents and celebrates a love for batteries by setting the scene with real-life sentimental moments.
“People often overlook the things that keep their lives running, especially if they’re in the background and just expected to work,” Michele Woolever, senior product marketing manager for Spectrum Brands, said. “The Love Your Battery campaign was inspired by those real-life moments that we don’t want to be interrupted. These are the moments where batteries are needed most.”
One of the ads in the new campaign for Rayovac’s Fusion Batteries features a brother and sister reading under a blanket fort together that’s kept lit by the battery in their flashlight. Emphasizing these moments is what “Love Your Battery” will continue to do by featuring quiet moments between loved ones where batteries play a key role in creating a long-lasting connection, the company said.
Tugging at the heartstrings isn’t the only way the brand wants to get its message across. Rayovac said it also will incorporate social media, digital banners, video, mobile and print ads to raise awareness and sales of its products.