Marketers: Barton Beers, Chicago, and Grupo Modelo, Mexico.
Twist: The marketers of Corona made their lesser-known Cerveza Pacifico brand the title sponsor of the first Grand Pacifico Marathon Nov. 14 in Mazatlan, Mexico. Targeting "outdoors-minded, active young adults," the competition is the beginning of a new event marketing push for Pacifico, a Barton spokes-man said. The marketers hope to draw thousands of U.S. and Mexican runners to the race that starts where Cerveza Pacifico is brewed.
Vital statistics: The competition, including a half-marathon and a 10K race, features more than $50,000 in prize money; the men's and women's winners each get a new Mercedes-Benz car. Barton promoted the event through local and regional running magazines in the U.S. and at the point of purchase in running stores and off-premise beer sales outlets nationwide and also online (maraton.org). Additional sponsors include AeroMexico, Pepsi-Cola Co. and Quaker