B-to-C Events

The brand best known for its Puerto Rican rum has never had a spiced rum offering… until now. As its first entry to the spiced rum category, which has been dominated by a well-known pirate brand for years, Bacardi OakHeart set out to create a spirit that rum drinkers would love, liquor snobs would appreciate and everyone could drink straight or mix with cola.

Green & Black’s is back on the road, taking its organic chocolate café to high-profile foodie events such as the Bon Appetit presents Chicago Gourmet (Sept. 23 to 25) and the Food Network New York City Wine & Food Festival (Sept. 30 to Oct. 2). The tour began earlier this year, then took a break during the hot summer months (when the chocolate would melt), and has since resumed.

 To create buzz for its launch of the PEN E-PM1 camera leading up to the busiest shopping season of the year, Olympus gave away 1,000 $500 cameras to consumers on the street and on a JetBlue flight. The brand kicked off its two-week Pen Ready Project on Sept. 19 at its headquarters in Harrisburg, PA, followed by stunts in Los Angeles, Miami, New York, San Francisco and Toronto.

All summer long, Miller Coors brought its Miller LiteGuards ad campaign to life in bars across 80 markets. From June until Aug. 31, the “LiteGuards,” Miller Lite’s trio of swimsuit-clad guardians of manliness, hit pubs and nightspots to find men making unmanly decisions, like drinking the “wrong” light beer.

To promote vacationing in New Mexico to residents of the state, the New Mexico Tourism Department devised the Catch the Kid campaign that challenged residents to embark on a summer-long scavenger hunt throughout the state to find the legendary Billy the Kid (he was played by an actor) and vie for a shot at $10,000. According to the New Mexico Tourism Department, its residents are more likely to vacation out of state compared to residents in neighboring states.