Competitive squeeze

Article Abstract:

Vincor International Inc is optimistic that its marketing strategy for its alcoholic beverage brand Vex, which was launched in summer 1999, will make the product very competitive in the cooler category. Vex is Vincor's second attempt into the cooler market after its first product, Joe's Hard Lemonade, flopped because it was not differentiated enough against the leading product, Mark Anthony Group's Mike's Hard Lemonade. Aside from differentiating Vex from Mike's Hard and pricing it under $10, the product was supported with an aggressive TV and print advertising campaign.

Beverage Manufacturing, Alcoholic Beverages, Vincor International Inc.

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Van Aquarium's intercept approach

Article Abstract:

Vancouver Aquarium is in the midst of an `intercept marketing,' aimed to position the brand as a must-see attraction in Vancouver, British Columbia. The C$600,000-ad campaign has helped the non-profit attraction boost its visits from its core market by 35%. The attraction, which is now called The Vancouver Aquarium Marine Science Centre, has also launched new exhibits including Pacific Canada Pavilion, BC Hydro Salmon Stream and the Discovery Education Centre.

Nature Parks and Other Similar Institutions, Fish & Game Recreation

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