Shagged, Not Stirred
Motts, Inc., Stamford, CT, launched a line of cocktail mixes in patented”Shagadelic Shakers” as part of a tie-in with New Line Cinema’s Junerelease, Austin Powers: The Spy Who Shagged Me.
The shakers come in three new flavors for cocktail mix leader Mott’s: LongIsland Ice Tea, Cosmopolitan, and Blue Margarita. The plastic containersfeature patented technology that allows the targeted 20-something audienceto have fun this summer mixing its own drinks, says Joanna Ebert, Mott’ssenior product manager,mixers.
“It’s a party in a bottle. All you need is the ice and liquor. Consumerscan feel like they are bartenders for a day,” says Ebert.
Boasting groovy Austin Powers graphics and dialogue, the shakers arespecially shaped bottles with strainers that trap ice as the drink isshaken and a slack-fill function so bibulous consumers can load in theingredients.
Distribution will be mostly through liquor stores and on-premise with somefood store exposure. Colorful P-O-P displays flag the effort.
The licensed line will be on the market at least through November topiggyback on the film’s home-video release and cash in on tailgatingparties. O
Meanwhile, Virgin Atlantic Airways linked up with the ubiquitous Austin tooffer 1,000 round-trip tickets to London through an online game thatlaunched on June 11, the film’s release date.
The game features Virgin founder Richard Branson and the Mike Myers-createdAustin character, and requires players to snag three Virgin plane tail finsin a row to win.
The game is only one piece of Virgin’s multi-million dollar tie-incampaign, which includes outdoor and newspaper ads, radio spots, and aplane on the airline’s Los Angeles-to-London run repainted in 1960spsychedelic colors and renamed Virgin Shaglantic (see Hot Properties).
