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Budweiser is selecting one dog to be the star of Budweiser’s 2021 holiday cans available in all stores nationwide this fall. In 2020, Budweiser put a spin on this tradition by mocking up cans personalized with consumers’ four-legged friends on social media. This year, the campaign got even bigger: Budweiser launched a casting call for one dog to be featured on Bud’s holiday cans. Consumers could enter their dog by commenting on Budweiser’s Facebook post with a picture of their dog with #PupweiserContest, posting a photo of their pup on Instagram with #PupweiserContest, or Tweeting #PupweiserContest with their dog’s photo. Although only one pup will get the ultimate honor, to thank its Pupweiser candidates who enter, Bud is donating $25,000 to Pets & People Foundation, a nonprofit that offers pet-assisted therapy visits to people who could use some healing joy in their days. Anyone also can generate a mock-up of their dog on a Bud can by uploading their photo to us.budweiser.com/pupweiser.
Grey Goose launched a campaign and film for Grey Goose Essences ― a new line of vodkas infused with real fruit and botanical essences. The 60-second spot, produced by Time Based Arts ― the team behind music videos for artists such as Kylie Minogue and FKA Twig ― utilized VFX to capture the bold and vivid flavor combinations in each Essences bottle through a fantasy dance sequence, it says. The Essences film was conceived in collaboration with TBA and the brand’s creative agency Mullen Lowe. The film follows a young female character who engages with a playful botanical force named “Flora,” which mimics her movements and surrounds her in a sea of sparkling petals. The TBA studio created Flora’s realistic movements through meticulously detailed petal and leaf studies, ensuring they would highlight the fresh fruit and cold-distilled botanicals in each Essences bottle. The film premiere marks the official launch of the Grey Goose Essences campaign, with additional elements to be revealed throughout the spring and summer.
In its first year on the market, AHA Sparkling Water disrupted the sparkling water category with bold flavor combinations, enlivening sensory experiences and caffeinated options. In May, the brand issued a rallying cry with its first-ever ad campaign ― “Can I Get an AHA?” ― which will air live on TV, audio, social and streaming channels. The campaign features actors and comedians Lauren Lapkus and Colton Dunn, a joyful and refreshing duo themselves, best known for their roles in “Orange Is the New Black” and “Superstore,” respectively. The campaign includes four spots (two 30 seconds and two 15 seconds) and some bonus behind-the-scenes footage. Developed in partnership with Preacher, the content will be featured on major streaming services such as Discovery, Viacom CBS, Warner Media, Amazon Fire, Youtube, Hulu, Tubi and Roku. Additional creative will air live on audio and OOH until October.
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Partnering for a cleaner plant
Finlandia Vodka recently announced a partnership with Living Lands and Waters (LL&W), an “industrial strength” river cleanup organization. Finlandia Vodka is making a $30,000 donation to support LL&W’s river cleanup efforts. Finlandia Vodka and Living Lands & Waters are both members of 1% for the Planet, an organization committed to bettering the environment by connecting nonprofits with businesses who share similar missions. As a business member, Finlandia Vodka has committed to donating 1% of annual gross U.S. sales to 1% for the Planet and its nonprofit partners. Additionally, Finlandia Vodka redesigned its bottle in 2019 to reduce its average weight by 13%, decreasing consumption of raw materials and energy. The brand’s continued use of extensive processes to minimize waste also has resulted in a recycling and recovery rate of 99.9%. Its use of bioenergy, like burning barley husks to generate the pressurized steam used for distillation, creates circularity and reduced carbon. Commitments to sustainable practices such as these, have placed Finlandia Vodka on track to achieve complete carbon neutrality in its distillation process by 2025, the company says.
The V Foundation for Cancer Research ― a cancer research charity founded in 1993 by ESPN and the late North Carolina State University basketball coach and ESPN commentator Jim Valvano ― announced that Pepsi Bottling Ventures, through its Jimmy V vending machines, raised more than $180,000 for cancer research in 2020. This brings the eight-year total for the program to nearly $800,000. Since 2013, Pepsi Bottling Ventures has donated from the sale of every drink purchased from Jimmy V vending machines to the V Foundation. The bottler has 1,032 dedicated Jimmy V vending machines in North and South Carolina. “The research of the V Foundation is essential in helping to put an end to cancer. Pepsi Bottling Ventures is proud to support their efforts over the past eight years,” said Randy Quirk, vice president of retail trade development at Pepsi Bottling Ventures, in a statement. “We look forward to continuing our collaboration and growing this important program year-over-year.”
Working to put an end to cancer
June 2021 | bevindustry.com
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