UCB's Maple Brown sub-niche

Article Abstract:

Upper Canada's introduction of its new Maple Brown Ale reportedly corresponds with the firm's aim to add a successfully tested product to boost its product line. Brand manager Bill Lisowsky touts the historical theme of the new beer, citing that the maple leaf ideally reflects the pioneering spirit of Upper Canada as a brewery. Lisowsky believes that the new product cannot be compared to honey brown beers like Sleeman's, which he says is more appealing to a broader audience. Meanwhile, marketing for the new Maple Leaf Ale will involve radio spots featuring actor Gordon Pinsent's voice, and print ads on major Canadian newspapers.

Beer & Other Malt Beverages, Breweries, Product information, Malt beverages, Upper Canada Brewing Co., Upper Canada Maple Brown Ale

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Tetra Pak promotes packaging

Article Abstract:

Tetra Pak Canada is directly marketing its products to consumers under its 'Get Rolling' campaign, a move that is rarely done by packaging manufacturers. The campaign debuted early in May 1998 and promotes the rectangularly-shaped cardboard juice boxes of the Markham, Ontario-based company. The firm is also resorting to putting the ads on grocery cars and point-of-purchase material to promote an in-store contest based on the theme 'On The Go.' Among the prizes consumers can win from the contest are a mountain bike, roller blades and a two year lease on a 1998 Ford Winstar minivan filled with Tetra Pak packaged juices.

Marketing/Advertising Methods, Nonfolding Sanitary Food Container Manufacturing, Milk & Beverage Containers, Milk, Beverage containers, Tetra Pak Canada Inc.

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Titanic marketing onslaugt continues

Article Abstract:

Paramount Home Video is developing a new marketing campaign to promote the film called the Titanic. This record promotional effort will start in the middle of August 1998. The company will offer print advertising in the publications Flare, Maclean's, Canadian Living, and Chatelaine, along with different teen magazines in the US, to mark the release of the video. Paramount will then advertise through television, radio, billboards on buses and at point-of-purchase. The video distribution firm intends to target 95% of the adult market aged 18 to 49 at over a thirteen-fold repetitive way.

United States, Product introduction, Motion Picture and Video Industries, Television, Geographic, Motion Picture Distribution, Motion Picture and Video Distribution, Demographics, Positioning, Motion Picture & TV Production, Out-of-Home Advertising, Movie distribution, Paramount Pictures Corp., Canadian Living, Chatelaine, Flare, Maclean's, Titanic

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