Getting All Misty
Canandaigua Wine Company, Canan-daigua, NY, recently debuted two of three promos in an estimated $15 million spring/summer push for Arbor Mist wine. The first promo, Spring Fever, ran through March in seven Spring Break markets, including Daytona Beach, FL, and South Padre Island, TX.
Arbor Mist hosts games on beaches and ski slopes, as well as nightclub events including concerts starring Far Too Jones. The brand also has cooling tents and signage on beaches, and will give away premiums including a cassette music sampler.
Canandaigua’s second effort, Bring on the Spring, runs off-premise through May 31 and centers on a sweepstakes. The third effort, Swing into Summer, runs Memorial Day through Labor Day. A tie-in with online retailer CDNow gives consumers discounts on CD purchases. A sweepstakes will give away a “swinging weekend” in New York, including a night at a hip swing club.
Canandaigua breaks an $11 million TV and radio campaign April 30 to run through summer.
