文章基本信息

标题：Molt's Activates NFL Link to Put T in TD
作者：Stephanie Thompson
期刊名称：Brandweek
印刷版ISSN：1064-4318
出版年度：1998
卷号：Sept 28, 1998
出版社：Nielsen Business Publications

Molt's Activates NFL Link to Put T in TD

Stephanie Thompson

Looking to contemporize its Mr. and Mrs. T cocktail mixers, Mott's is repackaging the line in mid-October and almost doubling promotional spending this year with a $1 million "See the Super Bowl on Us" sweepstakes that starts this month to leverage the company's NFL sponsorship.

For the new packaging, design firm SBG, San Francisco, has replaced existing photos of drinks with more descriptive illustrations and hand-lettering customized for usage occasions, "fun and festive for Margaritas, more sophisticated for Whiskey Sours," said Joanna Ebert, product manager for mixers. The packaging will also feature a logo for Mott's selfcreated Tailgating Association of America, for which the company hopes to drive awareness this year via a new Web site and the NFL promo.

Mott's is bolstering use of its NFL tie, begun in 1996, with an instore sweeps that offers a grand prize trip to Super Bowl XXXIII for six as well as a first prize of four season tickets to an NFL team of choice in 1999 and a second prize of a big-screen TV Header card displays will tout the offer as well as discounts and a free NFL football with multiple purchases. The promotion, to be applied to Mott's Holland House mixer brand in East Coast markets, will be promoted in football annuals and publications, plus college campuses, with coupons for Bloody Mary mix. Mott's hopes to spur trade participation with a sales contest dangling trips to the Pro Bowl in Hawaii.

"We're expecting that this multi-level approach, an increase of more than 40% over what we spent last year on mixers, will provide takeaway from younger consumers for tailgate parties and socializing around football," said Allen Hartman, customer marketing manager on mixes.

Mott's is the leader in the $93 million cocktail mixes category, with sales for Mr. and Mrs. T up 6.1% to $26.3 million and Holland House up 1% to $7.3 million in food, drug and mass for the year ended Aug. 16, according to IRI.