Coca-Cola has launched the second phase of its "A Coke for Christmas" campaign, which the company says will make the promotion the brand's largest holiday push in five years. The campaign includes a partnership with FareShare, during which the company will donate a meal every time a consumer uploads a promotional packaging photo.
Alcoholic-beverage makers are increasingly developing co-promotions with the ride-sharing app Uber in an attempt to reduce drunken driving. During the World Series, Jim Beam offered discounted rides to Chicago-area fans, and in the UK over the holidays, Budweiser will be promoting a similar service under the tagline "Oh what fun it is to ride."
Belvedere vodka has chosen James Van Der Beek to promote its RED vodka in a good-natured ad lampooning self-important liquor ads. Half of the RED label vodka sales will go to fight HIV/AIDS, and the ad is part of Belvedere's existing #MakeTheDifference campaign to raise awareness about the disease.
CUB's Crown Lager is using classic outdoor advertising in its Christmas campaign with a pair of gift-wrapped billboards featuring an eye-catching, 3D bow. The billboards are scheduled to remain in place for two weeks, when they will be removed to reveal new creative.
Pernod Ricard has developed a chatbot that can assist the third of UK consumers who mix cocktails at home find recipes, instructions and ingredients. The Cocktail Coach is part of the company's digital-forward strategy and will run through the holidays.
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Stolichnaya vodka created an Instagram campaign, dubbed Elit Live Social Lab, that uses Google Trends data to inform its content. Creative has included photos of espresso martinis and doughnuts for National Doughnut Day, and Friendsgiving posts to tout Stoli's personalized bottles.
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