Cheerwine Launches New Marketing Campaign

Cheerwine, the 92-year-old soft drink brand, has launched a new marketing campaign that incorporates an interactive website, as well as print, online, broadcast and outdoor advertising.

The new website – itsasoftdrink.com launched last week. Targeting teens and college-age adults, the site offers games, videos, music and more. Visitors can create their own songs and watch humorous, entertaining videos.

Image: itsasoftdrink.com (screenshot)

Cheerwine is releasing banner ads and video content on entertainment sites such as Hulu.com and AdultSwim.com, as well as through Tremor Media’s advertising network. They will also be rolling out animated TV spots on MTV, VH-1, Comedy Central and the Cartoon Network.

Cheerwine will look to build on their new packaging rollout and print, radio and outdoor ads from 2008 with more creatives throughout the rest of the year. Of course, they are also establishing a presence on Facebook, MySpace and other social networking sites.

“We’re reaching our audience where they interact with their peers and seek out entertainment while providing them with a unique place in cyberspace to kick back and relax,” said Tom Barbitta, vice president of marketing for Cheerwine. “As we expand into many new markets in 2009, we’ll have a website in place that truly communicates our essence and serves as a true ‘hive’ for the brand.”

What’s interesting about Cheerwine is that the company, which is based in North Carolina, is still owned and operated privately and managed by the same founding family. With all the big soft drink companies, it’s good to see a family organization still being successful after nearly 100 years. Cheerwine is available at select supermarkets and convenience stores across the country.

Hauser Group created the new campaign, while Awesome, Inc. created the website and banner ads, as well as produced the videos.

Good Cop, Naked Cop video for Cheerwine …