Thursday, February 4, 2010

Alcohol and kids

Bacardi has found a new way to reach out to consumers in its role as official spirit of The Black Eyed Peas concert tour.

The Miami-based Bacardi U.S.A. announced the sponsorship deal on Wednesday for "The E.N.D. World Tour 2010,"' which kicks of this week in Atlanta and arrives Saturday at AmericanAirlines Arena in Miami. Financial terms of the deal were not released.

"We look for sponsorships that are not just about putting our name on something,"' said Billy Melnyk, senior brand manager of Bacardi Rum. "It's about being partners. It's really about connecting the band with our brand."'

The Black Eyed Peas, which just won three Grammy awards, approached Bacardi about becoming a sponsor because of the brand's previous work in the music industry with its B-Live concert series.

At the 100 concerts around the world, consumers will be able to purchase Bacardi's new signature cocktail the "Bacardi V.I.Pea," highlighted with a black eyed pea garnish.

A full menu of Bacardi cocktails are just one part of the effort to integrate the spirit brand into the entire concert experience. Bacardi will sponsor VIP parties before and after the concert.

The goal is to turn the arena into a party experience, creating excitement before the concert starts . . .

One day, some one will be able to satisfactorily explain why pot is illegal, cigarettes are legal but with limited ability to advertise, and beer, wine and hard liquor are both legal and able to sponsor sporting and musical events geared toward underage kids. It couldn't have anything to do with lobbyists and campaign contributions, could it?

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