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March 1, 2009

Beer and clothing brands team up for experiential campaign

Premium weiss beer Edelweiss, which is imported by Scottish & Newcastle (S&N) UK, is to team up with clothing chain White Stuff for a spring promotion incorporating online marketing, direct mail and live activity.

Devised by experiential agency Because, the promotion will feature a tie-in with White Stuff’s spring catalogue, which this year is themed on the classic musical The Sound of Music.

A sponsored competition in the catalogue will offer consumers the chance to win a holiday to Austria for a Sound of Music tour, and a visit to the Edelweiss brewery. The competition will also run on White Stuff’s website, where consumers will be able to download money-off Edelweiss vouchers.
Meanwhile, BEcause brand ambassadors will be on hand to conduct Edelweiss sampling nights at White Stuff’s top 11 stores in the UK during March.

The beer will also be made available for customers to enjoy at all White Stuff’s other Spring store events across all its 55 stores nationwide.

The events will be promoted via email and direct mail to White Stuff’s 150,000 strong customer database.

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