Innovation

Must-See Marketing of the Week: Starbucks is getting its liquor license

Plus: New ads from Pampers and Nissan

A weekly digest of the most important stories and ideas in advertising and media, from our colleagues at Marketing

Other items of note from Marketing:

By the end of the year, Canadians could be sipping a glass of Pinot Grigio or a pint of cold pilsner at their local Starbucks. The world’s largest coffee chain announced this week its plans to serve wine and beer at some select Canadian locations before 2015 is through. The concept was first tried out in one of Starbucks’ Seattle cafes in 2010, and has since expanded it to more than 30 locations across the United States. The program is part of the company’s push to expand into a food destination rather than just a place for coffee.

The pilot program, called Starbucks Evenings, will offer customers a menu of wine, beer and small plates like olives, nuts and cheese after 4 p.m. […]

When the program was first launched, it was targeted towards women looking for a place to grab a quick bite to eat and a glass of wine after work without having to go to a bar or a restaurant.

Coke is betting that people will pay twice as much for its “premium milk.” The cola maker’s Fairlife brand is coming out with premium milk that is said to have more protein and less sugar than regular milk. The rollout is set to happen across the U.S. over the next several weeks as the world’s biggest beverage maker looks to diversify its offerings as North Americans continue to turn away from soft drinks.

Find out which company was named Marketing‘s “Marketer of the Year” 

Finally, there’s a new mascot in town for Kruger Products, the company that introduced us to its “Sponge Pocket” mascot in 2006. To promote its new SpongeTowels Ultra Strong paper towels, the company has introduced its ‘Ultra Strong’ mascot via a TV spot. The commercial is part of Kruger’s extensive multi-media marketing campaign for its new paper towel product.

Watch the ad here