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 ]
News tagged with:
#hard line
#independently verified
#press time
#ab inbev
#bon viv
#large chunk
#great idea
#nielsen
Michael Joseph has signed three novels from crime writer James Oswald. Alex Clarke, publishing... Continue reading at The Bookseller
[ The Bookseller | 2013-08-07 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#james oswald
#michael joseph
Ken Michaels is to join Macmillan Science and Education at the end of the month as its chief... Continue reading at The Bookseller
[ The Bookseller | 2013-08-01 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#ken michaels
#macmillan science
If the last decade in news was defined by the migration of audience to the web, the next will be defined by the shift to smartphones and tablets. About 56 percent of Americans now own smartphones, according to the Pew Internet and American Life P ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2013-07-03 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#pew internet
#american life
Shakespeare's plays will become contemporary novels, as the transatlantic Hogarth Press, an imprint of Random House, has announced it is commissioning prominent writers to adapt the Elizabethan plays.Shakespeare’s plays will become contemporary novels, as the transatlantic Hogarth Press, an... Continue reading at Los Angeles Times
[ Los Angeles Times | 2013-06-27 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#losing proposition
#contemporary novels
#random house
The James Beard Award winner and co-owner of Union Square Cafe shares his top books from his kitchen shelf. Continue reading at Publishers Weekly
[ Publishers Weekly | 2013-06-17 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#top books
A blow-by-blow account of how Apple and five of America's six largest publishers ended up on the wrong end of price-fixing allegations by the Department of Justice, from PW senior writer Andrew Richard Albanese. Continue reading at Publishers Weekly
[ Publishers Weekly | 2013-06-17 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#wrong end
Hot Key Books has acquired world rights in a YA psychological thriller by James Dawson, whose... Continue reading at The Bookseller
[ The Bookseller | 2013-06-05 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#james dawson
Printed book sales fell below the £20m market last week - for the first time in almost 11... Continue reading at The Bookseller
[ The Bookseller | 2013-04-23 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#week -
Jingdong, China's third place commercial online bookstore, is boosting its challenge to Dangdang and Amazon's dominance by focusing on service and international titles. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2013-04-22 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#international titles
Fiction Headline signed four novels from Norwegian psychiatrist-turned-crime writer Torkil... Continue reading at The Bookseller
[ The Bookseller | 2013-04-18 00:00:00 UTC ]
More news stories like this |
Penguin division Michael Joseph has launched a major marketing campaign to support the paperback... Continue reading at The Bookseller
[ The Bookseller | 2013-04-04 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#marian keyes
Hot Key Books has acquired a sequel to Looking for JJ by Anne Cassidy, which won the Booktrust... Continue reading at The Bookseller
[ The Bookseller | 2013-03-19 00:00:00 UTC ]
More news stories like this |
As Asian authors come to prominence, the West should publish them, something that will be impossible without nurturing translators, says a Hong Kong literary agent Kelly Falconer. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2013-03-15 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#asian authors
Michael Joseph has acquired two novels by debut British thriller writer Jake Woodhouse, following... Continue reading at The Bookseller
[ The Bookseller | 2013-03-14 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#michael joseph
Amazon is pursuing more direct relationships with literary agents and authors, targeting them... Continue reading at The Bookseller
[ The Bookseller | 2013-02-21 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#literary agents
#direct relationships
Digital revenue will be foremost on the minds of newspaper publishers as three of their trade organizations converge on New Orleans next week. “It’s really important that we just keep pushing forward on how to maximize the digita ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2013-02-15 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#digital revenue
#newspaper publishers
As the world is being set up to facilitate frictionless commercial transactions between diverse cultures, is literary fiction losing its role? Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2013-01-22 00:00:00 UTC ]
More news stories like this |
Looking back on this week's Digital Book World conference, we distill the event into three key ideas: price innovation, discoverability and authenticity. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2013-01-18 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#key ideas
Korea, Indonesia and Turkey are well positioned to take advantage of the growing interesting in developing book markets from Western publishers in coming years. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2012-12-17 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#western publishers
#coming years
The European Union has accepted an offer from Apple and four major publishers to reduce pricing restrictions on content offered at Amazon and other book-sellers. After being caught out by the EU, we heard that the offer was likely to be adopted last month, and the commission has now confirmed... Continue reading at Engadget
[ Engadget | 2012-12-13 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#european union
#major publishers
#most-favored nation
#lagardere sca
#hachette livre
#striking deals
#favored nation