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SBD/July 8, 2013/Marketing and Sponsorship
Published July 8, 2013
TAP THE ROCKIES: AD AGE’s E.J. Schultz reported BBDO winning the Bud Light account in the U.S. "has cost the agency the Coors Light account in Canada.” Molson Coors, which markets Coors Light in Canada, "began considering its options almost immediately and has decided to move the brand to another agency soon.” BBDO's Toronto office “picked up the Coors Light account in March without a review when Molson Coors severed ties with DraftFCB, Canada.” BBDO also had been “working on other brands that Molson Coors markets in Canada, including Keystone, Heineken, Strongbow and Miller Chill” (ADAGE.com, 7/3).
SUPER SONIC: In K.C., Alicia Stice noted local resident Debbie Hassed, after Royals CF Lorenzo Cain hit a grand slam in the sixth inning on Thursday, is “$25,000 richer, thanks to a contest sponsored" by Oklahoma-based QSR Sonic Drive-In. The Royals “held a check presentation ceremony for Hassed before Friday night’s game,” and the actual money “should come in a few weeks.” Sonic also partners with the Astros and Rangers “for its promotion,” in which fans are randomly chosen, and wins if a player hits a sixth-inning grand slam (K.C. STAR, 7/6).
GETTING THE PERKS: In Charlotte, Mark Washburn noted North Carolina is “among the most generous states in offering incentives” for film and TV spending. NASCAR driver Dale Earnhardt Jr. starred in a commercial “filmed in Mooresville for his sponsor, Diet Mountain Dew, which debuted during the Daytona 500." Total spending for the project was $1.3M, including $1.1M in wages. Producers said that they “hired 109 people for the commercial and got $330,938 in incentives” (CHARLOTTE OBSERVER, 7/5).