Smirnoff sees positive response to campaign that ribbed Trump | The making of a Budweiser ad becomes part of "Nashville" storyline | AB InBev seeks new agency for Lime-A-Rita
June 26, 2017
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Beverage Marketing News
Heineken CMO puts strong focus on data-driven marketing
Heineken CMO puts strong focus on data-driven marketing
(Jesse Grant/Getty Images)
For Heineken Chief Marketing Officer Nuno Teles, the go-forward plan for the company's marketing is data-driven and on-brand. "We see very significant changes in the way we approach consumer marketing intelligence, and the way we approach media as a source of insights from our consumers," he said.
PRWeek (6/23) 
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Smirnoff sees positive response to campaign that ribbed Trump
Consumer response surveys for Smirnoff's recent campaign ribbing President Donald Trump for investigations into ties with Russia indicate an 86% approval rating, suggesting that the spirits company struck a well-timed chord on a topical issue.
Advertising Age (6/24) 
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The making of a Budweiser ad becomes part of "Nashville" storyline
Budweiser's LGBT Pride Month campaign features a story integration on the show "Nashville" where character Will Lexington, an openly gay country singer, is asked to be the brand's next spokesman. "With Budweiser's strong country music roots, we felt integrating into 'Nashville' was a natural fit and an authentic way to showcase our brand to viewers," said Budweiser Vice President Ricardo Marques.
Adweek (6/22) 
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Other News
TV 3.0: Inside the Evolution of TV on YouTube
TV 3.0 is the next generation of content consumption — social, measurable, on-demand video that is accessible across all devices. This data report from Zefr examines the premium, network TV content available on YouTube, and outlines the opportunity it presents. Download the ebook today.
Measurement and Technology
Bacardi merges social, influencer and experiential with Snapchat campaign
(Marcus Ingram/Getty Images)
Bacardi is using its relationship with cultural ambassadors Major Lazer to close the loop on social media marketing, enticing fan input with a series of branded Snapchat filters to create the first-ever music video comprised of user-music interactions. The campaign invites enthusiasts to "jam" to the Sound of Rum on the social media platform for the chance to be part of the video for the electronic trio's new single "Front of the Line."
The Drum (Scotland) (6/23),  Adweek (6/23) 
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Diageo debuts an order-taking Alexa at Cannes
Diageo and Dentsu Aegis joined forces to debut a technological innovation at Cannes that streamlines the cocktail-ordering process. Amazon's Alexa can help patrons choose the Diageo-created cocktail or mocktail that suits their preferences and mood, and orders it for them directly from the Internet-connected waiter.
The Drum (Scotland) (6/23) 
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YouTube announces new features, metrics for its 1.5B audience
(Dan R. Krauss/Getty Images)
YouTube CEO Susan Wojcicki has announced that the platform now has 1.5 billion monthly logged-in viewers; she also revealed that videos watched via its app can now be resized for screens and shared more easily via private message. Also, Nielsen has announced that its YouTube-centric Digital Ad Ratings now offers cross-device measurement of audiences across all mobile devices and computers.
MediaPost Communications (6/22),  Marketing Land (6/22) 
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Break The Prisoner's Dilemma in Mobile Ad Fraud
Unfortunately, in the mobile marketing ecosystem, fighting fraud is widely talked about, but when it comes to actions rather than words, no one has a real incentive to truly fight back. Read More to find out what needs to be done to make a change.
Trends and Insights
AB InBev brings craft favorites into the home-brewing space
Anheuser-Busch InBev is offering many of its craft brand recipes in home-brewing kits. The opportunity to brew popular and seasonal favorites such as Goose Island, Elysian and Golden Road not only gives home-brewers access to hard-to-find variants, it also lends local credibility to the brands in the face of criticism over industry consolidation.
The Motley Fool (6/24) 
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Influencer marketing best practices from Coca-Cola
Influencer marketing best practices from Coca-Cola
(Scott Olson/Getty Images)
Coca-Cola is one company that is maximizing its use of influencers to create effective campaigns. For its Rio Olympics program last year, the brand got to know its potential influencers nearly two years before the campaign began, said Coca-Cola's Kate Hartman.
San Antonio Express-News (tiered subscription model) (6/22) 
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I can't give you a surefire formula for success, but I can give you a formula for failure: Try to please everybody all the time.
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