10.6.10
Clusta help launch Molson Coors' (UK) new "Home Draught" system
Digital agency Clusta has been tasked by Molson Coors (UK) to help launch Home Draught, an innovative draught beer system filled with ten pints of beer that fits easily into the fridge, with an augmented reality online guide to pouring the perfect pint at home. Going live on Monday 14th June, the episodic guide unfolds over two weeks with a supporting press campaign featured in The Metro, also by Clusta.
The advertising campaign in the Metro includes AR codes which trigger the animations explaining the required elements to enjoying beer at home. The placements will feature in the daily newspaper for two weeks from 14th June, driving users to www.homedraught.com/metro for the full augmented reality experience.
Making innovative use of the print media, Clusta created a character led animated storyline presented in augmented reality. Over 5 episodes ‘Steve’ talks users through the five essential steps to enjoying the perfect pint at home, from preparing food to entertaining guests whilst explaining how with an easy-to-use miniaturised draught dispenser. Home Draught features three simple steps to the perfect pint, just chill, twist, pour. After chilling the beer, a draught pint is delivered by simply twisting the CO2 cartridge and holding the glass under the tap for a perfect pint.
Clusta’s work is part of a wider campaign to launch Home Draught which is available in three flagship Molson Coors brands; Carling, Coors Light and Grolsch. The Home Draught system’s innovative miniaturised CO2 cartridge keeps the beer tasting fresh for 30 days after opening and delivers a consistent pour, meaning the last pint tastes as great as the first. Home Draught is available in Morrisons, Sainsbury’s, Makro, Booths and Spar stores from June 2010.
Speaking about the launch, Mark Hunter CEO of Molson Coors (UK) comments: “Consumers have told us that they want a better in-home drinking experience and through Home Draught we believe that we’ve created a product that they’ll be thrilled with.
“Home Draught has the opportunity to revolutionise the way we enjoy beer at home by offering consumers a new way to enjoy their favourite beer brands. We need to be just as innovative in the way we promote Home Draught and Clusta have helped us deliver a solution that will be a big hit with drinkers.”
Katheryn Sutcliffe, Director of Client Services for Clusta, said of the campaign: “Home Draught transforms the way consumers enjoy beer at home, and Molson Coors asked Clusta to provide a light-hearted solution to convey this message. Our augmented reality animations allow users to interact further with the Home Draught product as well as explore the Molson Coors brand in an exciting and engaging way.”
Digital coverage includes:
The Drum
UTalk Marketing
21.5.10
Spring Research reveals new model for advocacy
Spring Research, the leading consumer decision-making research consultancy, today unveils a new model of advocacy for the multi-media age.
Exploring the triggers for advocacy beyond purchase or customer service satisfaction, Spring Research has created four typologies. Previewed at an event last night, the agency’s model aims to help marketers implement strategies to engage the full range of advocates.
Stephen Phillips, CEO and founder, Spring Research commented: “Previously, brand awareness through advertising was seen to be the biggest purchase driver. However, it is now clear that consumers are paying more attention to people whose opinions they trust.
“Marketers’ previous models have been very brand centric. But looking at it from a consumer’s point of view, people don’t see themselves as brand advocates; a brand just becomes a part of their life. These typologies explain the attributes of these different types of advocates and the tactics brands should employ to connect with them.”
Digital highlights include:
Research
3.6.10
Licor 43 unveils nationwide search for UK brand ambassador
Licor 43 announces the launch of its UK Brand Ambassador competition. The premium Spanish liqueur brand is inviting mixologists from across the UK to prove their skill, style and flair in a bid to represent the global brand in the UK throughout 2010/2011, and winning a trip to three of the best party cities in the Mediterranean in the process.
With its origins dating back centuries, Licor 43’s secret recipe, combining 43 fruits and herbs from the Mediterranean, is now a staple liqueur for bartenders globally. Regional heats are being held initially where mixologists have to make two Licor 43 based seasonal cocktails, plus an original take on the Vanilla Daiquiri. Following the five regional heats, the winner of each will be flown out to Barcelona, Valencia and Ibiza Town to experience the brand’s heritage and versatility first-hand.
Drawing on their experiences from the VIP tour of the Mediterranean for inspiration, the finalists will then go head to head in a thrilling mix-off to impress the judging panel, which includes renowned bartender Jamie McDonald.
The regional heats and date are as follows:
Leicester, Superfly 21st June
Leeds, Epernay 22nd June
Brighton, Mekaba 6th July
London, Barrio Central 12th July
Edinburgh, Raconteur 19th July
The final will take place in September in London following the trip to Spain. As Licor 43’s brand representative, the final winner will be awarded £4,000 to conduct 12 days of in-bar education, training and judging, attend a photo-shoot for the brand, and regularly contribute to the liqueur’s blog.
Karen Fowler, UK brand manager for Licor 43 at drinks distributor J Wray and Nephew, commented: “To be crowned Licor 43 UK Brand Ambassador, we are looking for someone who epitomises the passion and style of the Mediterranean in their cocktails. We’ll be putting mixologists with the calibre of creativity and expertise to become ambassadors through their paces, to see if they have what it takes to represent the brand.”
Digital coverage highlights:
Bar Magazine
2.6.10
BD Network joins forces with Marketing Society Scotland to nurture young talent
BD Network, the integrated marketing agency, has teamed up with The Marketing Society Scotland to create the Star Creative Student Award. This year’s winner, Rachel Campbell from Edinburgh School of Art, was announced at the Star Awards 2010 dinner in Edinburgh. She wins a dual placement at BD London and Redpath Edinburgh.
BD Network devised the category for this year’s Marketing Society Scotland Awards in a move to help develop young talent within the creative industry.
The award, one of 30 in the Star Awards portfolio, offers Scottish students studying design courses the chance to spend time working at leading marketing communications agencies. Each entrant was asked to respond to a brief which centres around Glasgow's Commonwealth Games in 2014 and reducing carbon emissions. The hopefuls each had to come up with a marketing idea to encourage people to take responsibility for reducing their carbon emissions when travelling to and from the Games. Visit www.marketing-society.org.uk/stars10 to see the brief and for more information.
A shortlist of six entries was judged by a panel which included John Donnelly, Director of Sponsorship and Marketing at the Commonwealth Games, Carolyn Laing, Director at BD Network, Ian Lauder, Creative Director at Redpath and Helen Campbell at The Marketing Society Scotland.
Carolyn Laing, director at BD Network said; “We have been involved with the Marketing Society Scotland for a number of years, and this project supports BD's ongoing commitment to nurturing young creative talent. We came up with the concept of the Star Creative Student Award to encourage talent into an industry that is typically very difficult to break into. A placement at BD in London will give them a taste of how life in a fast paced, successful integrated agency really works.”
Caroline Hill, Regional Manager, Scotland at The Marketing Society Scotland added; “The Marketing Society Star Awards are central to promoting excellence and the vision of helping build a world class marketing community. When BD brought this idea to us we thought it was a fantastic way to help talented graduates kick start their careers. Picking the winner was not easy, as we have been very impressed with the standard of work submitted.”
Digital coverage includes:
Creative Match