Tuesday, April 26, 2011

Cheerwine going nationwide

Born in the South. Raised in a glass.

That’s part of Cheerwine’s ad campaign as the Salisbury, N.C.-based soft drink expands distribution to all 50 states for its 100th anniversary.

The New York Times has the story.
The Cheerwine parent, the Carolina Beverage Corporation in Salisbury, N.C., has hired Woods Witt Dealy & Sons, a New York agency with a creative reputation, to develop what is being called the brand’s biggest campaign to date.

The campaign has two goals: stimulate interest in Cheerwine among those who have not tried it while at the same time forging stronger ties with fans.

The campaign has a budget for this year estimated at $2 million to $4 million — a hefty amount for a brand that, according to Kantar Media, a unit of WPP, spent $44,000 to advertise in major media in 2009 and only $15,000 last year.

Ads in various venues carry the word “Legend,” followed by this phrase: “Born in the South. Raised in a glass.” ...
As a lifelong drinker of Cheerwine, it’s not important to me that everyone have a taste, but I hope the company doesn’t expand too big too soon like Krispy Kreme, then encounter similar financial troubles.

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