In our previous article, “Why You Should Leverage Marketing Activations in Your Beverage Agreement,” I discussed the untapped potential of marketing activations within pouring rights agreements. These activations, when utilized effectively, can be a game-changer for businesses, offering opportunities to delight customers, generate excitement, earn media impressions, and attract more guests. Savvy organizations work with their beverage suppliers to leverage their partnership to benefit everyone.
What do these partnerships actually look like in real life? Let’s dive into six real-life examples of our favorite marketing activations that have occurred as a result of pouring rights agreements.
1. “Hug Me” Vending Machine
A marketing campaign launched by Coca-Cola in Singapore where a vending machine replaces its logo with “Hug Me” and dispenses free drinks in exchange for hugs. The campaign aims to position Coke as a brand that promotes affection and happiness, targeting young people who are increasingly showing public displays of affection in a society where it was previously discouraged.
Read More: Forbes
2. Red Lobster’s Dew Garita
Red Lobster partnered with Pepsi to introduce the Dew Garita, the first-ever official Mountain Dew cocktail. The story was picked up across news and social media outlets, including features by Stephen Colbert and Seth Myers. The partnership between Red Lobster and Pepsi will also bring about new menu items featuring Pepsi, Frito-Lay, and Quaker products.
Read More: Thrillest
3. New Coke Stranger Things Activation at DFW Airport
Coca-Cola gave away cans of New Coke for free at DFW International Airport as part of a promotional effort tied to the popular TV show “Stranger Things.” The upside-down vending machine, inspired by the show’s alternate dimension, will dispense New Coke, which was originally released in 1985 but quickly replaced with the original formula after a short period of availability.
Read More: The Dallas Morning News
4. Recycled Jumps, Chairs & Picnic Tables at Vail Resorts
Vail Resorts and PepsiCo have partnered in their Commitment to Zero goal of achieving a zero net operating footprint by 2030. They aim to reduce waste and emissions, including food packaging waste, and are collaborating with TerraCycle to create picnic tables and Adirondack chairs using recycled snack and candy wrappers at their resorts.
Read More: Epic Promise (Vail Resorts)
5. Star Wars Galaxy’s Edge Bottles at Disney
Coca-Cola partnered with Disney to create custom bottles for Star Wars: Galaxy’s Edge, the new Star Wars-themed land in Disneyland and Walt Disney World. The spherical “orb” bottles feature resealable caps, scuffed labels in the Star Wars language Aurebesh, and are designed to maintain the authenticity of the Star Wars storyline while providing refreshing drinks for park guests.
6. LifeWTR Lounge
Philadelphia International Airport (PHL) has opened the first-ever LifeWTR Lounge, providing travelers with a space to relax and enjoy beverages, snacks, and exclusive artistic content. The lounge, located near the A-East security check-in, offers QR codes for free access to a monthly video series called LIFEWTR PRESENTS, featuring emerging artists from Philadelphia discussing their work and the city’s influence, while also promoting local arts organizations with a combined $25,000 donation.
Read More: Philadelphia International Airport
What Could Be Possible with Your Partnership?
These are just a few examples of the exciting marketing activations that can occur as a result of a pouring rights agreement. It’s important to note that each activation can be tailored to the target audience and align with the organization’s overall marketing strategy. By exploring innovative ideas, leveraging digital platforms and social media, and measuring the effectiveness of activations, businesses can maximize the impact of their pouring rights partnerships.
When negotiating your beverage deal, remember that you’re not just securing a beverage supplier; you’re entering into a strategic partnership with a marketing and branding powerhouse. By harnessing the power of marketing activations, you can unlock the full potential of your pouring rights.
Additional Resources:
PHL Unveils Holiday Lounge – Powered by Pouring Rights
The Difference Between Pouring Rights & Beverage Marketing Agreements (…And Why It Matters)
How Exclusive Beverage Deals Lead to Increased Sales
