MAZ marks the second phase of its 2023 Superbrand research process
The unveiling of the Top 200 brands by the Marketers Association of Zimbabwe culminates in the Superbrand Awards at year-end.
MARKETING GIMMICKS
Brewer launches beer-infused ice cream that invokes ‘pub’ ambience
By our News Team | 2022
Playful and gimmicky, it wants consumers to feel as if they’re in a slightly dodgy bar with inexpensive drinks and a down-to-earth vibe.
Beer brands have, of late, been at the forefront of several innovative campaigns that attracted widespread attention. This website has recently reported on clever strategies by brewing giants Heineken and Stella Artois, for example.
Now Miller, an historic US-based beer brand, has come up with a tactical campaign – call it a gimmick if you will – to capitalise on the last days of the North American summer by launching a beer-infused ice cream bar.
Photo credit: Miller Brewing Company
Apart from containing 5% alcohol by volume, the tasty treat also incorporates peanuts, caramel, dark chocolate and carbonated candy. Believe it or not, there is also a hint of tobacco smoke flavour.
“These are premium ice cream bars that are reminiscent of all the scents and tastes of the dive bar that you actually want to taste,” explained Bob Vydra, Associate Marketing Manager for Miller High Life. “They’re an ode to the High Life – in the form of ice cream.”
Evoking a down-to-earth ambience
‘Dive bars’ are North American slang for typically small, unglamorous, eclectic, old-style bars with inexpensive drinks and a down-to-earth ambience.
“We’ve put together everything we love about dive bars into these premium ice cream bars infused with the Champagne of Beers,” Vydra said. “It’s summer. It’s hot. We think everyone deserves to reward themselves. What better way than with High Life and ice cream?”
To create the novel ice cream treat, Miller has teamed up with the appropriately named Tipsy Scoop company, which will sell the product online and through its stores in New York City.
“Miller High Life, with the slogan of ‘Champagne of Beers’, has long positioned itself as classy yet economical. The upscale ice creams play into that brand image by putting a decadent, elaborate spin on a cheap treat. The ice cream, which has a higher ABV (alcohol by volume) than actual Miller High Life, appeals to both beer fans and those who enjoy unique food products,” commented the marketing industry website Marketing Dive.
Watch a video of the product launch here.
Proud and Passionate. Meet the consumers of North Africa
While culture and history still permeate the North African consumer experience, it is also a region undergoing a dramatic evolution.
Massmart using Walmart-inspired tech to improve the online experience
Company says order-fulfilment software from the US digitises and optimises the picking, packing, staging and distribution of online orders.
How supermarket price promotions can impact demand for other items
Placing goods that are not on promotion next to ones that are being discounted can have both positive and negative effects.
Tanzanian satellite-based money transfer system may be ‘game changer’
AzamPesa mobile money wallet set to close the gap between urban and rural areas in terms of access to financial products and solutions?
Insurer launches fun campaign to stop the scourge of ‘hold music’
Survey finds people spend a month of their lives waiting for call centre agents to pick up. So insurer unveils ‘#StopHoldMusic’ campaign.
The ‘magic sauce’ that will define the top brands of tomorrow
Top brands of the future will not be focused on the products they sell, but rather on serving an ecosystem of stakeholder needs.
YouTube ad revenue set to power ahead in 2023 after 2022 slowdown
Growth is expected to resume in 2023 at more than double the rate of last year, with the retail sector being the biggest spender.
Targeting young tech-heads? Perhaps NFTs are the way to go?
Non-fungible tokens (NFTs) are usually associated with celebrities and market volatility. But there is untapped potential for marketers.
Despite Afro-optimism, African brands are less admired than before
Annual Brand Africa study shows the continent’s brands are losing ground to their international counterparts.
French supermarket chain to grow African presence and enter Algeria
Auchan – a competitor to Carrefour – will make Algeria its fifth market on the African continent later this year.