Forget Coors Light versus Bud Light. The most compelling alcohol brand battle this summer is Truly against White Claw, the two dominant brands in the sizzling-hot alcoholic seltzer category. Neither is owned by brewing behemoths Anheuser-Busch InBev or MillerCoors, which have struggled to capitalize on seltzer’s astronomical growth. Truly, marketed by Sam Adams-maker The Boston Beer Co., is looking to build on its momentum with a major new campaign starring Keegan-Michael Key. Five 15-second ads go squarely after the beer, wine and spirits categories. In one ad, Key dumps a light beer into a plant before cracking open a Truly. “Find a new use for your old drink,” he says, before urging consumers to “drink what you truly want.” In another ad, he uses scotch to polish a chair. Other spots show him pouring whiskey on a grill, cleaning a car’s tires with vodka and dumping a bottle of wine down the drain so he can use the bottle to hold a candle. The campaign is by Johannes Leonardo, which was recently brought on to handle the brand. “There is a real truth in our message,” says Boston Beer Co. Chief Marketing Officer Lesya Lysyj. “It is actually what people are saying and what they are doing; they are switching from their old drink.” Hard seltzer has emerged as the biggest alcohol category disruptor in years, stealing share from long-established brands in other categories. Hard seltzer sales in stores soared by 187 percent to nearly $900 million in the 52 weeks ending July... Continue reading at 'Advertising Age'
[ Advertising Age | 2019-08-12 08:00:00 UTC ]
Official attendance figures were not available at press time, but ALA officials said the early numbers were on pace to surpass expectations. Continue reading at Publishers Weekly
[ Publishers Weekly | 2014-06-30 00:00:00 UTC ]
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Amazon announced a Kindle World license for the books of Kurt Vonnegut, but not everyone thinks it's a great idea. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2013-08-19 00:00:00 UTC ]
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Written By: Benedicte Page Publication Date: Fri, 27/05/2011 - 12:34 Campaigners seeking legal aid to pursue judicial review claims against local library closures are being asked for "community contributions" of over 50% of costs by the Legal Services Commission (LSC). Isle of Wight... Continue reading at The Bookseller
[ The Bookseller | 2011-05-27 00:00:00 UTC ]
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