Consumers like when brands offer them more than they expect and amaze them with new product offerings, which could never be predicted. Following in the footsteps of Diet Coke with its nail polish and Virgin Atlantic with the lip gloss, Malibu Coconut Flavoured Rum has revealed its own make-up kit worth £20. The new set, which includes a mirror, coconut-flavoured lip gloss, eyelash curlers and eye shadow, is given to those who buy a Malibu drink for themselves and a friend at 4,000 participating UK outlets these months through the end of summer. For this promotion, the alcohol drinks brand teamed up with cosmetics brand, Models Own, which provided the make-up items.
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Heineken USA, the world’s leading international brewer, and the Tribeca Film Institute announced their partnership to establish and launch the Heineken Affinity Award. The award, which aims to empower and recognize a working generation of African American filmmakers and encourage them to continue to craft stories that share their experiences and visions, will launch during this year’s Tribeca Film Festival. Heineken USA will host a private launch event on April 27th to raise awareness about the program. The winner of the Heineken Affinity Award, a rising African-American filmmaker (age 21 and over) will be honored with a $20,000 cash award and year round project support and professional development from the Tribeca Film Institute.
While the Stella Artois lager brand is celebrating cinema spirit with its promotional initiatives ahead of the Cannes Film Festival, Grolsch has stepped into the art-house filmmaking world with its Grolsch Film Works production platform, doing its part in supporting independent movies. The Dutch beer brand, which launched the platform back in April 2011, last fall announced that a new film, which was to merge creative visions of three directors (from Russia, Poland and the USA) went under production. The new experimental film titled ‘The Fourth Dimension,’ funded by Grolsch and created in partnership with Vice Films, finally premiered last weekend at the San Francisco International Film Festival.