Mobile Marketing

Once on their way to extinction, coupons made a strong resurgence in 2009. While they offer consumers a chance to stretch their dollars further, they also offer real growth opportunities for retailers and manufacturers — if they know exactly who to target and how to leverage established and emerging coupon delivery vehicles.

Debuting this month, AC Golden Brewing Co.’s Colorado Native beer is making use of state-of-the-art mobile marketing, thanks to SnapTags, to create a real connection with consumers.

In its inaugural global integrated marketing campaign, Powerade will encourage athletes “Keep Playing,” through such components as an innovative online experience and the presence of the Coca-Cola-owned brand at the 2010 FIFA World Cup South Africa.

Smartwhite, the latest product from Wonder, the Irving, Texas-based baker of America’s top-selling brand of white bread, combines the taste and soft texture of white bread with all of the fiber present in 100 percent whole wheat bread.

Regional independent Raley’s this week launched “Raley’s Reach,” a program that empowers the communities the grocer serves to determine the recipients of five $7,500 grants this spring.

Soft drink maker Odwalla plans to celebrate its unusual products and connect more strongly with fans through a “Campaign Against Ordinary,” which rolls out this month with a redesigned Facebook page and a Coachella Music Festival ticket giveaway.

A&P and digital incentive and information management company Zavers have joined forces to give shoppers what the companies call “an unprecedented level of simplicity, savings and convenience in mobile couponing,” starting this month at participating A&P stores.

Dos Equis, the fastest-growing import beer brand in the United States, and Cerveza Tecate has rolled out the ‘Cinco Ways to Celebrate’ Cinco de Mayo/spring program, which is designed to inspire adult consumers to celebrate creatively as it helps boost beer sales during April and May.