Retailer Massmart makes senior marketing leadership appointment
Charmagne Mazhindu becomes Vice-President of Marketing for Wallmart-owned group that includes major brands such as Makro and Builders.
WEIRD MARKETING
Brewer launches beer-flavoured lollipops to keep sports fans relaxed
By our News Team | 2022
An annual basketball tournament in the US gets sports fans hot under the collar. A beer brand has seen an unusual marketing opportunity.
Watching the annual men’s college basketball tournament in the US is apparently so stressful that fans either need to suck on a lollipop or drink a beer.
At least American beer brand Coors Light thinks so. And to help sports lovers deal with the anxiety of the event known commonly as NCAA March Madness, it recently launched beer-flavoured lollipops called ‘Chillollipops’, which will be available until the tournament ends in early April.
According to Coors, basketball fans “could use a little chill” and hence it decided to bring the chill via the Chillollipop, which it describes in a breathless press statement as “refreshing beer-flavoured lollipops”.
Photo courtesy of Coors Light
Explaining this slightly unusual brand strategy, the company said it drew inspiration from previous social experiments where lollipops and hard candies (sweets) were distributed to club patrons and bar-goers at the end of the evening to calm them down.
Brand enlists the advice of a professor
As the brand known for its chill ethos, Coors Light enlisted the advice of Manhattan College professor, Donald E. Gibson, Ph.D., who weighed in on the charged state sports fans experience while watching games.
“Emotions are contagious,” said Gibson. “If there are strong emotions around us, it’s very easy to be swept up in them. I believe that something as simple as a lollipop could have a calming influence in an emotionally charged situation.”
The brand hopes the Chillollipop will bring calm to the madness of college basketball.
“March is one of the most stressful times of the year for a college basketball fan,” said Marcelo Pascoa, Vice President of Marketing for the Coors Family of Brands.
“During all the incredible highs and lows of March basketball, Coors Light is the brand to bring a moment of chill. Whether in the form of a Chillollipop to bring the calm, or a mountain-cold Coors Light to refresh spirits.”
The lollipop, intended for consumers 21+ and crafted to taste similar to Coors Light, does not contain alcohol. But it does have a frothy foam top, similar to the experience of drinking a Coors Light from a pint glass.
Anyone feeling stressed today? Try a lollipop. Beer-flavoured, of course!
Coke campaign encourages sharing meals and better work-life balance
The Coca Cola Company has unveiled a new global Coke campaign called ‘The World Will Wait’ that’s aimed at Gen Z and Millennial audiences.
Morocco’s Tanger Med port reinforces its global logistics significance
The port sits on one of the world’s busiest shipping routes and is showing steady growth as a major logistics hub.
Brand gives grumpy motorists facing a parking fine reason to smile
Your car’s been wheel clamped and you must pay a fine to get it released. Irish brand Paddy Power somehow turned it into a moment of fun.
Publicis Groupe Africa appoints Jarred Trembath to lead Influential
He brings extensive professional experience spanning media strategy, activation and content management to new role.
IAB discusses the problem with AI visibility measurement tools
New standardised set of measurement guidelines released for tracking brand and publisher visibility in AI-powered search platforms.
Ethiopia’s marketers discuss the changing world of digital advertising
Ethiopian Marketing Professionals Association hosts Addis Ababa event discussing artificial intelligence and its impact.
Egyptian confectionary company rolls out its African export strategy
MO Group identifies South Africa, Somalia, Côte d’Ivoire, Senegal and Madagascar as target markets under its African expansion plan.
AMC Conference: Exploring the Influence of AI and Afcfta on African Marketing
Discover announced speakers and essential news for the upcoming AMC Conference. Delegate payments are now live – read the latest articles and register.
PRCA Africa NextGen announces Lerato Motloung as its new Chair
Body for emerging public relations and communications professionals across Africa also has a new Vice Chair and committee member.
More improvements for vital Port of Maputo regional trade gateway
Aim is to create a smarter, more connected and efficient port ecosystem that will make Maputo a strategic gateway for trade.
