Wrigley, Hot Dogs, Glasses, Cookie Dough, Wedding

Posted on July 23, 2015 by brent

Thanks for coming back each and every Thursday! As you know, it is the designated day for the rundown. Five topics coming at you right now…

Friendly Confines of Wrigley Field – In last night’s post I mentioned how I went and saw our local minor league baseball team play on Tuesday night. Sidney and I got selected as the Cheerwine Fans of the Game but that wasn’t the coolest part of the evening. This past season, the Myrtle Beach Pelicans changed parent clubs from the Texas Rangers to the Chicago Cubs. In an ode to their major league affiliate, the Pelicans built a mini Wrigley Field replica out on the third base concourse. As Wrigley is a ballpark I have not had the fortune of visiting, I made sure to get a photo inside the next best thing.

The Myrtle Beach Pelicans built a Wrigley Field Replica on the concourse on the third base side of Pelicans Stadium.

I Love Hot Dogs – Today is National Hot Dog Day and although I am not celebrating it with the food, I can proudly say that I love hot dogs. For me, Hot Dog Heaven is outside of Safeco Field in Seattle. Before Mariner games, vendors line the main street to the ballpark and grill every version of a hot dog that you can think of. The hot dog scene there beats the scene at all the other MLB parks I have visited. I am also a big fan of Costco hot dogs. However, nothing will quite beat the dog I inhaled (partially) three years ago at Northern Quest Casino in Spokane. Called “The Big Dog,” that picture below is what the mammoth thing looked like the second it was presented to me at our table.

This is me with The Big Dog at Northern Quest Casino in Spokane during the summer of 2012.

Teal Shaded Summer Alumni Style – Yesterday we sent out 60 pairs of customized sunglasses to our alumni around the country. Whereas when I did this promotion with our students I had them take photos showcasing their summer vacation, the alumni version is a little different. I have asked our past CCU graduates to take the glasses with them to work, put them on, and take a photo while in their professional environment. Besides the traditional workplaces, I have sent glasses to people who are working at Nickledeon, Pinehurst Resort, and various aquariums. I can’t wait for the images to start rolling in.

I sent 60 pairs of these out yesterday.

Cookie Dough – I had fun writing about my concept for a cookie dough dessert shop last week. If I ever do open such a place, I already found a cookie dough that I will have to make sure we sell. Media Services staffer David Russell brought me in a sample of actual cookie dough today! He promised that it was the real deal. Sure enough, when I tasted it I couldn’t believe how good it was. Unlike any cookie dough I had ever tried before, it had a delicious carmel flavor that was textured just right. Thanks, David!

I enjoyed some terrific cookie dough in my office today.

Wedding Update #3 – It is official! Sidney and I were granted our first choice for our wedding date. On June 11, 2016, we will become a married couple. This past Friday, the pastoral associate at St. Andrew called me with the good news. We can’t wait!

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So ends another Thursday Rundown. Thank you for your readership and I will connect back with all of you soon. Don’t Blink.

Offers That People Refuse

Posted on July 22, 2015 by brent

Yesterday evening, Sidney and I went out to the ballpark to watch our local minor league baseball team, the Myrtle Beach Pelicans. After indulging in $2 craft beers on the stadium’s concourse, we went to our seats. The second we sat down I saw a young guy take notice of us and immediately start walking our way. He was in uniform so at first I thought he was an usher who was going to check our tickets. Turned out he was part of the marketing crew.

“Hey guys, would you like to be our Cheerwine Fans of the Game? We upgrade your seats, give you Cheerwine gear, and put you on the video board,” the probably 19 or 20-year-old nervously stammered.

Sure! We stood up, grabbed our boiled peanuts and beer, and followed the kid to the first row behind the third base dugout. With us seated, he went and got us Cheerwine hats, cozies, and wrist bands. Oh yes, he also brought us each a tall cup of the beverage itself. In our new seats, the guy sat down right next to us so we wouldn’t miss our “big moment” on the video board. While we waited for the first inning to end (at which time the cameras would be on us), the kid chatted us up. He explained how it was a big night for him because he had been moved off of the 50/50 raffle team and given the chance to help lead the promotional efforts for that game.

Sid and I enjoying the Myrtle Beach Pelicans game from our upgraded seats.

After a long first inning in which the Pelicans scored five runs, it was finally time for us to wave at the camera. For 15 seconds we stared at the designated spot and smiled. Because I am a mindful marketer, I made sure to wear my Cheerwine hat and feature my beverage as much as possible during the cameo. After we got the thumbs up from the camera guy I turned to Sidney and said let’s go back to our seats.

What stood out to me most about our fan of the game experience wasn’t that we got free swag or that a stadium full of people saw us on the video board. What registered with me was something else that the young lad said to us prior to the third out in the first inning.

These were the Cheerwine hats we received…pretty nice if you ask me!

“You two were the very first people I asked to do this,” the Pelicans employee confessed, “I don’t know what I would have done if ya’ll said no.”

As someone who used to work in the sports marketing and promotions industry, I wanted to blurt out, “You would have turned right around and asked someone else!”

Working in the marketing and promotions business, I quickly learned that it is a person’s gut reaction to say “no” to just about everything. I remember working as an intern in the athletic department at the University of Montana and pitching the exact same promotion (different sponsor) to folks up in the nosebleeds who would DECLINE it. Premium courtside seats, free food, apparel, and arena recognition just wasn’t enough for them. Although I now know it really wasn’t about the compensation. In reality, people just don’t like to leave their comfort zone, both physically and mentally, even if it means a big improvement.

When I worked at Montana, especially during basketball games, you learned how sometimes it could be harder than you thought to get people to do promotions.

When you learn that a person’s first inclination is to say no, you simultaneously learn how to deal with rejection. Even though plenty of people say no to it, getting folks to agree to become fans of the game is by far one of the easier promotions to convince someone to do. Trust me, try to bait someone into doing an actual on-court or on-field promotion and see what I mean. My point is that the young man we dealt with yesterday will most likely get denied far more times than not.

Sure I could have been a jerk and declined his fan of the game offer or I could have replied back to his “I don’t know what I would have done” comment but there was really no need to. He will learn for himself very shortly. Besides, I love to help out any young and ambitious sports marketer. And, let’s just be honest here, I don’t have a comfort zone. If you are going to offer me free stuff, I am going to take it. Sidney and I had a very good time at the Myrtle Beach Pelicans game last night. Don’t Blink.

Best Piece of Swag Out There

Posted on July 21, 2015 by brent

Instead of insulting my readers with another one of my terrible invention ideas, I want to do something else. Basically, I want to give praise to a concept already out on the market right now. I have a lot of friends in marketing and a lot of friends in the promotional product supply industry who are always looking for the next hot item. Now this particular promo piece isn’t exactly cutting edge but it is still relatively new. Trust me, I haven’t met anyone yet that doesn’t like what I am about to talk about.

Right now I am really big on customized sunglasses. I am not talking about some cheesy writing on the frame or bridge though. Rather, I am all about the glasses with fully customized lenses. By now most of you have probably seen them. You go to a game and you see people sporting shades with their team’s logo or mascot as the eyes or you see slightly intoxicated college kids wearing shamrock-graced glasses at a St. Patrick’s Day celebration. Although not everywhere just yet, you have probably seen them at least once or twice.

Rocking my #CCU Chauncey glasses in the office. These customized glasses are the best.

Because I work in marketing at a university, I have access to and distribute a large quantity of promotional items. Including our t-shirts, backpacks, cell phone wallets, and other highly sought giveaway swag, nothing holds a candle to the popularity of our Chauncey shades. This summer I have especially seen the impact they have on students and adults alike. Our university holds 12 orientations in June and July for our freshmen and transfer students. On the second day of each orientation, there is an information fair where different entities on campus are given the opportunity to promote their causes to the new students and their families. I have my own #CCUSocialMedia table at the fair. During these one-hour sessions, I sport the Chauncey sunglasses. The reaction I get is priceless.

I wore these patriotic glasses for 2014 Fourth of July.

Students come right up to me and ask how they can get a pair. Parents stay back and stare at me (thinking I am not looking at them) like I am some sort of freak. However, that moment of shock only lasts for about five seconds where upon they crack up laughing and come up to me to say how much they love the glasses. I have been asked no less than a thousand times whether or not I can see out of them (the answer is yes). I almost covet the collective reaction that the glasses garner more than the opportunity I have to promote #CCUSocialMedia. No wonder I decided to use them in a social media campaign.

These glasses are great to wear at games.

Personally, I love customized sunglasses as well. I find them fun and distinctive. The past two Fourth of July holidays I have rocked patriotic shades. You know how in “Big Daddy” the boy wears those sunglasses and he feels invisible? When I put on customized glasses I don’t feel invisible but I do feel an extra level of confidence. The fact that others can’t see my eyes but are still looking at the glasses themselves because they think they are so cool gives me a sense of comfort. Even as a 28-year-old adult, I have no shame putting them on.

Sidney wearing my glasses that I wore this Fourth of July.

In my opinion, customized shades just stand out compared to all other promo items. They are a little bit pricier than some other pieces of swag you might buy but the practicality, durability, and demand will more than even out your investment. Even though when I wear them you can’t see my eyes, please know that both of them are both WIDE OPEN. Don’t Blink.

Talking to Young People About Social Media Image

Posted on July 20, 2015 by brent

This morning I had another really cool speaking engagement. I was invited to speak to students enrolled in our “Each 1 Teach 1” program here at Coastal. Designed to give high school students a head start to develop leadership and entrepreneurial skills before hitting college, this program is the brainchild of both our business school and education school.

Myself with some great Coastal Carolina students and Conway High School students after today’s presentation.

The topic I was specifically asked to address? Social media image.

I have spoken about this topic before and I think sometimes people have a different idea on what I am going to say. When I go up in front of others though, especially young people, I never present a message of doom and gloom. I don’t tell students to fear social media, post sparingly, and/or set all their accounts to private. Rather, I tell them to completely embrace social media in a way that will enhance their personal brand.

Today I told the students to stay up on latest social media trends and to have a solid presence on all the major social media networks. I tried to relay to them that a job candidate with a vibrant and professional social media presence will appeal to employers more than the candidate with zero social presence at all. I explained that folks who maintain engaging social media public profiles show that they are sophisticated, current, and have little to hide.

Ooops! I am definitely blinking in this photo.

Of course I did touch on the unfortunate users who sabotage their social media image with loud opinions, insensitive comments, and embarrassing rants. We went around the room talking about each of our social media pet peeves. I cautioned them about a common career-ending feature that is available both on computers and iPhones, the screenshot, that can make your most ill-advised tweet or post live forever. I let them know that social media does have a dark side.

But by a wide margin, my 30-minute presentation today was mostly focused on the opportunities we all have to utilize social media in a way that will help us achieve greater success. To the high school students in the room I told them to start now on building their social media presence and personal brand. Don’t be afraid to showcase what makes you stand out and what you can bring to the table via your social channels. There is no greater tool we have to tell our own individual stories than through social media. Don’t Blink.

Tips to Sleep Well

Posted on July 19, 2015 by brent

If you are a blogger like myself and want a good idea every once and a while, read Parade Magazine. This Sunday newspaper insert has more than once given me ideas on what to write my blog post on for Don’t Blink.

Take today for example. I was reading the cover story, “Going to Sleep with Arianna Huffington,” and glanced at the article’s sidebar. It contained Huffington’s top six tips for falling asleep quicker while also enjoying a more fulfilling slumber. I read each of her pointers and really didn’t agree with them all. In order to set Arianna straight, I thought I would offer my own tips for falling asleep quicker. Instead of offering a list with a puzzling number of items (who makes a list of six?), I will keep it at five.

1. Read In Bed – Nothing is more relaxing or therapeutic than reading in bed. Not only will it keep your mind sharp and make you feel comfortable, it will also eventually put you to sleep. Many times I have put my book down and turned off the light only to fall asleep instantaneously; other times I have fallen asleep with the book still on me!

2. Freezer Room – I love sleeping with it freezing in my room! I turn on the air conditioning and also have my ceiling fan running. I then retreat under the covers. I like the combination of an ice box room with the comfort of warm covers to balance it all out.

3. Sweet Aroma – Before I jump into bed, I like to spray my favorite air freshener in my room. I equate my favorite Glade spray with familiarity and happiness (not to mention I love the smell), so by pumping out a few sprays, I feel content and safe while snuggling into bed.

4. Good Night Texts – Usually right before I start reading, I like to send out good night texts to my loved ones. By doing this, it provides me with some closure at the end of the day, thus allowing me to sleep better. Sometimes I will get replies while I am reading and sometimes I will wake up the next morning to them. It is a reflective exercise, one that lets others know you care about them while also putting you in a great state of mind to get some ZZZZZZs.

5. Work Hard, Sleep Hard – Of course the absolute best way to get a solid night’s rest is to rise early in the morning and work hard the whole way through. Live each of your days as if you must earn your sleep come the end of the night. Going to bed exhausted is always the best practice.

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Perhaps some of you might be shaking your head at my advice considering the source. I am after all the king of the four-hour per night sleep schedule whose motto happens to be “Don’t Blink.” But take this post as you will, I am sure it will help you as well. Sleep well tonight. Don’t Blink.

Graphic Influences and Precious Text Messages

Posted on July 16, 2015 by brent

I like Thursdays more than half of the other days of the week and a reason for that is because of the Thursday Rundown. Here we go with this week’s five random topics…

Magazine Feature – Our latest alumni magazine here at Coastal Carolina University was recently sent out to the masses. I am tasked with contributing a piece of some sort to the twice-a-year publication. This time around I had the opportunity to do a short story on the opening of our beautiful new baseball stadium. I wrote the copy and conducted the interviews while our amazing graphics team came up with the sweet layout.

This is the portion that I got to contribute to Coastal Magazine.

Fat Brent – Speaking of our graphics team, the head man of that group, Rob Wyeth, created this flattering image of me. Rob usually responds to most of my blog posts with a witty sentence or two but this time around he replied with a graphic. Of course this came about because of my post I wrote earlier this week regarding my Cookie Dough Café concept. If I did in fact open such a place I would indeed probably look like this. But then since I would be so rich I would get liposuction.

That cookie dough will catch up to you after a while.

Price of Parking – I explained last week that Sidney, her dad, and myself would be making the night trip to and from Charleston to pick up her car. Left at the airport for two weeks because we had to drive it there to catch a flight, the charges piled up just a little bit. Just another byproduct of Delta’s incompetence.

The cost to keep Sidney’s vehicle parked at the Charleston Airport. Thanks Delta!

Precious Texting – Sidney has an adorable six-year-old niece who I already pretty much consider my niece as well. Yesterday I was surprised when I received a text message from her! Using an old phone of her parents, she got my phone number and made my afternoon. We had a very meaningful conversation as we went back and forth a few times. You can never send too many emoticon hearts.

Russell and I had quite the conversation.

Wedding Update – Today at our second marriage meeting we expressed the date we want for our wedding and submitted it for approval by the priest! Also related to our wedding, I am amazed at the amount of planning that Sidney and her mom have already devoted to the big day. Although we won’t say our vows for another 11 months, important things still need to be done this early in the game. Shout out to my fiancé for picking out her dress this week!

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Last weekend was extremely relaxing and I hope to do it again this weekend. I wish the same for all of you. Be safe and enjoy the British Open. Don’t Blink.

The Defining Songs of My Years

Posted on July 15, 2015 by brent

Each morning at the gym, the facility’s sound system plays a rather random selection of songs. While modern, the playlist always seems to span a good decade or so. Although not one who concentrates a lot on music while working out, I can’t help but notice what is being played.

For many, myself included, music instantaneously connects us to memories. When we hear a song, it elicits a response within us. When I work out here on campus, I play a game with what song is played. I immediately think to myself “sophomore year of high school” or “junior year of college” or “second season working at Montana”. Because songs are so strongly locked in my head with periods of my life, I can identify what year they were released in (give or take a year) with ease.

In tonight’s blog post, I want to share with you the particular song that I immediately associate with a given year starting with when I consciously started listening to mainstream radio. Keep in mind, in no way does this necessarily mean I love the song, it just means that for whatever reason it stood out for me during that year. To not leave you completely in the dark, I will make sure to briefly share that silly reason for each song. So let’s go back to right before I entered middle school…

Get ready for the soundtrack to my life!

1998
Song: “Semi-Charmed Life”
Artist: Third Eye Blind
Memory: Driving around in my mom’s car hearing “doo doo doo, doo doo-doo doo” all summer long.

1999
Song: “Livin La Vida Loca”
Artist: Ricky Martin
Memory: Played all through basketball camp and it also turned into a cultural sensation.

2000
Song: “Hanging By A Moment”
Artist: Lifehouse
Memory: This song accompanied our 8th grade end-of-year slideshow.

2001
Song: “Beautiful Day”
Artist: U2
Memory: Heard this song quite a bit in the post-9/11 months and it is one of my personal all-time favorite tracks.

2002
Song: “Hot in Herre”
Artist: Nelly
Memory: Extremely trashy song but heard it all summer long in our high school weight room during football workouts. Best memory is one day when the lyrics “Get up onto that dance floor” started to play our conditioning coach yelled in his best Nelly voice “Get up onto that football field” (it was time to transition from weights to sprints).

2003
Song: “Ignition (Remix)”
Artist: Usher
Memory: Still a favorite for many today, this was one of our victory songs that we performed on the bus ride home after football wins.

2004
Song: “Let’s Get It Started”
Artist: Black Eyed Peas
Memory: During the 2004 season, the NBA used this song as its theme music during the playoffs.

2005
Song: “Scars”
Artist: Papa Roach
Memory: My friends and I had just turned 18 and we would drive out to a big casino about 30 minutes away. This song was on one of my badly burned CDs that we would listen to on our journey out to lose money.

2006
Song: “How to Save a Life”
Artist: The Fray
Memory: Not having a car my first couple years of college, I relied on other people for rides. This one friend of mine always played this song in his truck when I drove around with him.

2007
Song: “Glamorous”
Artist: Fergie
Memory: I was a resident assistant my sophomore year of college and it seemed like the whole residence hall believed they were glamorous as I remember hearing this song coming out of many doors.

2008
Song: “Don’t Blink”
Artist: Kenny Chesney
Memory: Right when this song came out it spoke to me. I watched the music video over and over. Anyone surprised that this made the list?

2009
Song: “I Gotta Feeling”
Artist: Black Eyed Peas
Memory: How can anyone not listen to this song and think immediately of the summer of 2009? My greatest memory though is playing this song immediately after the Montana-Appalachian State semi-final football game in December of that year (before the song was cliché). The win was so big and the party on the field so crazy that it was the only time we played music AFTER a game.

2010
Song: “Dynamite”
Artist: Taio Cruz
Memory: Someone submitted a Monte mascot audition tape to me in April or May of 2010. It was set to this song and was the first time I had ever heard it. Liked it right from the start.

2011
Song: “Super Bass”
Artist: Nicki Minaj
Memory: I have multiple memories associated with this song, making it just a little bit more meaningful than runner-up “Party Rock Anthem.”

2012
Song: “Give Your Heart a Break”
Artist: Demi Lovato
Memory: The first time I heard this song, right when it gets to the part where Demi sings “The World is ours, if we want it…” I thought to myself, man, this girl is really belting it. I became a Demi fan that day and still enjoy overdramatizing the song when it comes on.

2013
Song: “Can’t Hold Us”
Artist: Macklemore
Memory: Became the theme of both Montana basketball programs when the Griz and Lady Griz made it to their respective NCAA tournaments. I heard it and played it a lot.

2014
Song: “Beachin’”
Artist: Jake Owen
Memory: First several months in Myrtle Beach I would constantly hear this song and know it was written exactly for me.

2015
Song: TBD
Artist: TBD
Memory: TBD

There you have it, the soundtrack to my life basically. Do you have any songs that bring you back to a specific period? I bet your playlist isn’t as cool as mine. Don’t Blink.

Cookie Dough Cafe

Posted on July 14, 2015 by brent

Now I can already hear a collective groan from my readers as I announce that I have another bright idea! My past crazy plans to get rich by thinking outside the box are usually met with either sarcasm or a notice that my “original idea” has already been thought of and implemented. Here I go putting myself out there again.

What do you all think about an eatery specializing in cookie dough? Yes, cookie dough. It would be called the Cookie Dough Café and the entire menu would consist of different types of cookie dough incorporated into various desserts.

I know you can buy tubs of cookie dough for fundraisers. I know you can purchase chocolate covered cookie dough candy. I know you can go to Dairy Queen and get a sundae with layers of cookie dough in it. But this idea of mine is completely different. I am talking about a gourmet cookie dough oasis.

My Cookie Dough Café would be very similar in layout to an ice cream parlor or fudge store. You would go inside and behind glass at the counter you would have around eight different types of cookie dough displayed in such a way that your mouth would instantly water. Think basic cookie dough flavors such as chocolate chip, peanut butter, white chocolate macadamia, triple chocolate, and snickerdoodle. But then for the more adventurous tastes you would have cookie dough flavors such as cake batter, orangesicle (hit with the kids), and red velvet cake.

You could order in the most absolute basic way like at an ice cream shop in which you could select a small, medium, or large cup of cookie dough. However, my business plan would make the most “dough” (come on, you laughed at that) by selling the premium cookie dough desserts. I am talking cookie dough waffles, cookie dough sandwiches (two baked cookies in between cookie dough), cookie dough shakes, cookie dough stuffed chocolate shells, or cookie dough covered apples.

The most popular item on the menu would be the “ice cream-less cookie dough sundae.” Customers would choose the scoop of cookie dough they wanted and it would be covered with whipped cream, hot fudge, and a cherry. I have yet to decide if I want to offer the product in a cookie crust bowl.

Two things would make the Cookie Dough Café experience memorable. First, customers would be sold the second they walk in the door. The aroma of all those different types of cookie doughs swirling together would create a euphoria for the nose the second they step inside the walls. Second, the cookie dough would be quality, just like what you can remember eating when your mom would give you a spoonful of her dough before she put it into the oven. In the past I have pushed cheap, easily made crap for my ideas. Not for Cookie Dough Café.

This concept is new, creative, and enticing. Who wouldn’t want to visit a dessert place specializing in cookie dough? We all say that cookie dough is better than cookies…isn’t it about time that we actually specialize in what we all want? I think I got a winner with this one. Don’t Blink.

Missing My Reunion!

Posted on July 13, 2015 by brent

It almost turned into a disaster. Several months back, a well-intentioned person (or people, I really don’t know), started a Facebook group to discuss plans for a high school class reunion. While the goal was to brainstorm and nail down dates for a possible reunion in the summer, some “class clowns” had other ideas. A crude joke or two was posted, draining the enthusiasm and support that initially existed from the page. However, true to the spirit of Mead Panthers, a couple motivated individuals swooped in and rallied support while setting up a reunion itinerary.

Next month my high school class will hold its 10-year reunion. The Mead High School Class of 2005 will host your typical agenda for such an occasion; an informal evening cocktail party, a family opportunity in a park, and a formal dinner to cap things off. For me, I am trying to figure out what I am more upset about…the fact that it has been 10 years or the reality that I will not be able to attend.

Sure, it seems like I have been out of high school for a long time but a decade? I don’t think the title of my blog could describe my thoughts on that any better. I just hold close to my heart that I am still in my twenties!

When it comes to my absence from my 10-year reunion I am bummed. I had a great high school experience and met mostly good people. I would love to see where all my former classmates are at in their lives today. But time off work is precious and flying across the country and back twice in the span of 30 days isn’t cost effective…especially when you are planning a wedding. With that said, while it is with regret that I won’t be attending, it is not like I am crying my eyes out.

You see, I visited Spokane for almost two great weeks recently. It just so happened that I ran into several of my high school friends randomly, whether it was during Hoopfest or some other chance occurrence. I also got to sit down with some of my high school football teammates, people who I consider myself much closer to than many of the students I am associated with just based off of my class year. And, although a bit embarrassed to admit it, during my time at home I went to the old Mead High School track to work out. So while I might miss the official reunion dates in early August, I feel like I already got my own mini reunion.

To all my fellow 2005 Panther grads, I hope you have a great time participating in the reunion activities. I will make sure to keep an eye on the Facebook page for all the photos uploaded during the fun. Still Alive 2005. Don’t Blink.

#UpForWhatever When It Comes to Brand Packaging

Posted on July 12, 2015 by brent

Sitting here on this Sunday afternoon I am contemplating why more food and beverage companies don’t do something so simple with their packaging. Giants like Coca-Cola and Snapple have done it with great success while other companies don’t make the minimal effort to do so.

I have always fallen sucker to big brands who offer interactive twists on the packaging of their product. While I have devoted a lot of my time and money in the past to playing promotional redemption contests that companies introduce (i.e. MyCokeRewards or McDonalds Monopoly), today’s blog post isn’t about the marketing campaigns that reward the customer with something in return. Rather, it is about the effort that some companies take to make the customer laugh, think, or share.

Let me cut to the chase. I will be much more likely to buy a product if a company does something humorous and/or creative with their packaging/labeling.

I really started thinking about this tendency of mine a couple weeks ago. While hanging out in Spokane with my family and fiancé, we were drinking Bud Light bottles. This summer, as part of the brand’s #UpForWHATEVER campaign, Bud Light is placing short phrases on its 12 oz. bottles starting with the words “The Perfect Beer…”. These little one liners are incredibly stupid. For example, I had one that read “The Perfect Beer to improve your beanbag marksmanship.” Or recently I had another that said “The Perfect Beer for walking the line between late night and early morning with tacos in hand and friends by your side.” Still another one read “The Perfect Beer for shaking what your mama gave you.”

Some of the silly sayings on Bud Light labels.

The numerous phrases that Bud Light has pasted on bottle labels all share two things in common: they are all random and they are all dumb. But we love it!

Whenever my family reached for a new Bud Light, we read aloud the phrase on the bottle. It made us all roll our eyes but laugh at the same time. These stupid saying had such an impact with us that something interesting happened during the last BBQ we had in Spokane before Sidney and I went back to Myrtle Beach. My brother, a die hard Coors Light drinker, showed up at my parents’ house that night with a 24-pack of Bud Light bottles.

This was the BBQ where Glen brought over Bud Light bottles instead of his favorite, Coors Light.

Last night, even though we were 3,000 miles away, the game still continued. While drinking Bud Lights during a low country boil, Sidney and I read our labels to each other. We then snapped a photo of the phrase and sent it back to my brother. Wonderful marketing by Bud Light.

Sorry to bring up another example revolving around beer but I must tell the story of Pabst Blue Ribbon. I am not a PBR drinker by any means, however, if I am drinking it from a bottle I can tolerate it. The company had the genius idea of placing a card value under each cap (think 10 of Spades or Queen of Hearts). When you have a group of people together, it is fun to create different hands and compete against each other. For some this simple tactic might not do much for them but it reels me right in. I now have no problem drinking the stuff with my PBR-loving dad.

A shining example of packaging fun goes to Coca-Cola. The #ShareACoke campaign has been a smashing success. Everyone wanted their name on a Coke bottle or can. The company wisely extended the campaign by recently offering terms of endearment such as BFF and Soul Mate. I go back to my vacation in Spokane. My parents stocked their fridge with cans of Sidney’s favorite beverage, Diet Coke. Each time she pulled a can out of the refrigerator we got a kick out of what it would say.

Jokes on popsicle sticks, facts on Snapple caps, and games on backs of cereal boxes are other examples of making products attractive beyond just their taste. While this type of marketing might not work on some, it definitely does on me. Companies that go the extra mile to liven up packaging will win over customers in the end. Don’t Blink.

Don't Blink

By Brent Reser

Author Archives: brent