August/September 2005

Avaya

Back then: Avaya was kicking up its second FIFA World Cup sponsorship and Jocelyne Attal cmo was crafting a year’s marketing message around the idea that if the high-tech company can provide the communications infrastructure for the world’s biggest sports event it can run yours too. World Cup was an unqualified success; but now more targeted online and live events were scoring with customers.

Sony Electronics has just embarked on a five-month event push focused on Hispanic consumers in and around Los Angeles. The manufacturer is setting up a branded environment in parking lots of key retailers—both big chains and independents—and at community events primarily on weekends through March.
 

Diageo’s Baileys Original Irish Cream brand has taken title sponsorship of R&B artist John Legend’s upcoming tour which kicks off in Atlantic City on Friday. The brand is activating on site with the Get Together Lounge where consumers can sample the product pre-show. The brand will pour Baileys “Legend” Martinis made with the liqueur.
 
“His music is smooth and sophisticated and unique which is very similar to the tone of what the brand is all about ” Alefiyah Merchant Baileys brand manager told Buzz.
 

 Petco Animal Supplies is driving traffic to eight of its Colorado stores by inviting consumers to enter their pets in competitions for Petco gift cards.
 

DaimlerChrysler’s Chrysler brand is introducing its new Aspen SUV to black consumers with title sponsorship of Patti LaBelle’s current tour. “It gives us a chance to do something demographically targeted as opposed to a big general-market campaign ” David Rooney the brand’s director-marketing told Buzz.