Anheuser-Busch InBev is putting more marketing muscle behind Natural Light Seltzer as the brewer tries to make up ground in the hot-selling category dominated by White Claw and Truly. The line extension, which hit stores in August, will run its first TV ads starting this weekend during college football programming on CBS, FOX and FOX Sports 1. The ads, by VaynerMedia, use the tagline, “crashing the party hard.” The brand used that same theme last month when it signed up comedian Trevor Wallace for a marketing stunt aimed at market leader White Claw. The TV ads show Natty Light-branded sailboats parked at a football tailgate. Daniel Blake, senior director of U.S. value brands at AB InBev, said in a statement that “‘Crash the Party’ embodies the Natty mindset,” adding that “you’ll continue to see disruptive Natty Seltzer moments that reinforce the party-crashing attitude.” The TV ads come after the brewer earlier struck a deal to make Natty Light the “official hard seltzer of the Big 12 conference.” Marketing a hard seltzer under the name Natural Light—an economy brand long associated with college—is just one way AB InBev is trying to boost its seltzer performance. The brewer is also developing Bud Light Seltzer and a seltzer line extension for Stella Artois. AB InBev also owns the Bon & Viv hard seltzer brand, which it backed with a Super Bowl ad earlier this year. But that brand, which AB InBev acquired in 2016 when it was called SpikedSeltzer, has not broken... Continue reading at 'Advertising Age'
[ Advertising Age | 2019-10-18 21:39:48 UTC ]
Kickstarter's senior director of publishing, Margot Atwell, predicts what successful publishers will look like in 2025. Continue reading at The Bookseller
[ The Bookseller | 2019-03-26 00:00:00 UTC ]
More news stories like this
The Bend Venture Conference is back this fall and will feature a keynote from "Bloomberg Technology" anchor and executive producer Emily Chang. The conference is slated for Oct. 18 and Oct. 19 in downtown Bend. Chang authored the book “Brotopia,” which was released in February and chronicles... Continue reading at Silicon Valley Business Journal
[ Silicon Valley Business Journal | 2018-08-25 00:00:00 UTC ]
More news stories like this
Erica Curtis has been named director of marketing strategy, in addition to her prior roles, on Penguin Random House's consumer marketing development team. Max Minckler joins the team as senior director of consumer insights. Continue reading at Publishers Weekly
[ Publishers Weekly | 2018-07-24 00:00:00 UTC ]
More news stories like this
Rachel Fershleiser has joined the Knopf Doubleday Publishing Group as senior director of marketing for Knopf, Pantheon, and Schocken Books, effective immediately. Continue reading at Publishers Weekly
[ Publishers Weekly | 2018-01-23 00:00:00 UTC ]
More news stories like this
The annual Vida count of authors across the world suggests about two-thirds of those published, and the critics who review them, are men – but their intersectionality survey is less conclusiveThe 2016 Vida count has been released and it demonstrates yet again that the media can’t seem to locate... Continue reading at The Guardian
[ The Guardian | 2017-10-19 00:00:00 UTC ]
More news stories like this
Condé Nast's Food Innovation Group dominated 2016 in all of those areas: food, innovation and groups. FIG houses Bon Appétit (the magazine and multiple digital platforms), Epicurious (the website and app), The Farm (the branded content division), and the FIG Influencers Network (the blog... Continue reading at AdWeek
[ AdWeek | 2016-12-15 00:00:00 UTC ]
More news stories like this
Book industry players need to work closer together to ensure the audiobook market reaches its full potential, Laurence Howell, senior director at Audible UK, told the FutureBook Conference today. Continue reading at The Bookseller
[ The Bookseller | 2016-12-03 00:00:00 UTC ]
More news stories like this
Publishers are out to crack the code on how effective their Snapchat photos and videos are, and some are leaning on Twitter for insights. At a panel organized by Northside Festival this week, MTV execs talked about how the publisher is programming short-form content for the mobile app geared... Continue reading at AdWeek
[ AdWeek | 2016-06-09 00:00:00 UTC ]
More news stories like this
Experience on the buy side and sell side of media brought David Katz to where he is today, running ad solutions at Hearst's Core Audience, the programmatic ad buying division of the publishing giant. The senior director of ad solutions works with hundreds of salespeople, arming them with data... Continue reading at Advertising Age
[ Advertising Age | 2015-09-30 00:00:00 UTC ]
More news stories like this
In November 2014, then Twitter CEO Dick Costolo touted the idea that around 500 million people consume the microblogging platform's tweets even though they don't have an account on it. During an earnings call at the time, Costolo was trying to explain why the company's persistent user-growth... Continue reading at AdWeek
[ AdWeek | 2015-08-20 00:00:00 UTC ]
More news stories like this
Ann Lawson has been appointed head of Publishing Technology’s ingentaconnect division. Prior to joining Publishing Technology, Lawson spent seven years at EBSCO Information Services where she served most recently as senior director. Continue reading at Publishers Weekly
[ Publishers Weekly | 2014-07-07 00:00:00 UTC ]
More news stories like this