• PROMO Magazine, Wednesday, June 7, 2006 12:15 PM

Alcoholic beverage marketer Seagram is going the literary route this summer in a new promotion for its Cooler Escapes line of drinks. The company has partnered with Audible.com in a new initiative to offer consumers downloadable audio books when they purchase the drinks, including two new flavors that were recently launched: Tahitian Sunset and Passionate Kiss. Consumers purchasing Seagram's Cooler Escapes can download two audio books from a collection of more than 30,000 titles at Audible.com/Seagrams. They are required to subscribe to Audible.com to retrieve the downloads, but can cancel the subscription within 30 days if they so choose. "Books in general are a great escape, and escapism really ties in with our brand," said Justin Fisch, senior brand manager of Seagram's brands. To support the promotion, the company is relying on point-of-purchase materials including posters, case tents, umbrellas to enhance displays, and directional pole toppers. The promotion ends Aug. 31.

Read the whole story at PROMO Magazine »