To promote its Crave chocolate and strawberry-chocolate milk as a healthy alternative to other drinks, Upstate Farms has partnered with the Cleveland Indians to connect with families in Illinois, Ohio and Michigan by giving kids “Moohawks” before each game. The stunt allows the brand to sample as well as educate consumers about the unique benefits of its product, including its frost-flow aluminum cans that chill within 30 seconds and its shelf-stable formula that allows the milk to go from room temperature to cold to room temperature again without spoiling.
The program kicked off July 4 and runs through August during Kids Days at Progressive Field. At the event, kids are invited to visit hairdressers stationed in front of a branded truck offering Mohawk hairdos featuring the Indians’ signature red and blue colors. (Kids who don’t want the Mohawk can just get streaks of temporary color). At a sampling station, they can grab a bottle of Crave.
“One of the biggest challenges with chocolate milk is refrigeration. Our particular product is shelf stable and doesn’t have the same obstacles refrigerated milks have, so we have the ability to bring them into the masses as a healthy alternative beverage to areas like ballparks where we never had an option before,” Kenneth Voelker, vp-marketing at Upstate Farms, told Buzz. “We recently entered some retailers in Illinois, Ohio and Michigan, and we wanted to get the biggest impact we could on a grassroots level.”
During the seventh inning stretch, Indians staffers select a handful of kids to participate in a Crave-sponsored frozen t-shirt contest. The t-shirts are folded then frozen and the kids race to unfold the t-shirts and put them on. Agency: CENERGY Marketing & Communications, East Aurora, NY.