Zomething Different: The Rise, Fall, and Recent Comeback of Zima

Two guys walk into a bar. They order beers. Bartender says they don’t have any beer. The men look confused. A stranger in a stylish hat suggests they try something different. They order a clear malt beverage. It’s on ice, clear, delicious. The men are happy.

The entire ad spot lasts 30 seconds, or roughly the same amount of time Zima could claim to be among the most popular adult beverages in the country.

In 1991, with beer sales on the decline across the industry, the Coors company of Golden, Colorado decided to blend two of the hottest trends in consumer marketing: “clear” products like Crystal Pepsi and the smooth, gently-intoxicating appeal of wine coolers. By using charcoal to filter the color and taste from their brews, they were able to deliver a vaguely citrus-tasting drink with 4.7 percent alcohol content. The company asked third-party marketing firm Lexicon Branding to give it a name; Jane Espenson, who would later become a staff writer on Buffy the Vampire Slayer and Game of Thrones, dubbed it Zima, the Russian word for "winter."

Armed with a $180 million budget for the 1994 launch, Coors peppered television with commercials featuring a spokesman who exchanged his s's for z's. (“What’s your zign?”) They also pushed a slew of merchandising and even an early consumer-use product website.

The goal was to get Zima on the minds and into the hands of young males. Owing to the blanket advertising assault, that's exactly what they accomplished. Zima sold a staggering 1.3 million barrels’ worth of product in 1994, giving it a near-instant 1 percent market share in the booze industry. It was estimated that 70 percent of all drinkers tried the “malternative."

As Coors would soon learn, those numbers only work in your favor if people like the product. The company was disappointed to learn that many of them didn’t: Men found the taste off-putting. And those who enjoyed it were precisely the demographic they were looking to avoid.

Women who normally passed over beer embraced Zima, giving it an effete quality that marketing considered to be grim death for the valued male customer base. If a man couldn’t feel manly taking a pull of the clear stuff, he'd be likely to reach for something else.

On the public relations side, Coors was also having to defend itself against charges that teenagers were growing fond of Zima because its smell was harder to detect than regular beer (it had almost no odor) and was easier to consume out in the open. A rumor surfaced that Zima wouldn’t set off a breathalyzer, which Coors was forced to debunk in letters addressed to police chiefs and school officials.

Raelene Gutlerrez via Flickr // CC BY 2.0

Unfortunately, being in the beer business and having to write letters to superintendents means that something has already gone very wrong. By 1995, Zima's sales dropped by half; in 1996, they dropped nearly in half again. David Letterman began mocking it on his talk show. Coors tried to entice the hip crowd, launching Zima Gold, which had a more liquor-like taste, but they weren’t fooled. Zima XXX and its higher-volume alcohol content (5.9 percent) followed, all to diminishing returns.

Nothing could recapture that early intrigue: Citing poor sales, Coors, which eventually merged with Miller to become MillerCoors, discontinued Zima in 2008—but that wasn't quite the end.

In 2014, The Japan Times reported that Zima was a popular order in Tokyo bars. The drink’s advertising campaign was focused on appearing cool to young Japanese men, who apparently order it without fear of coming off like a party lightweight. And in summer 2017, MillerCoors banked on nostalgia to fuel a Zima comeback: The brewer has resurrected the suds-free beverage for a limited time through Labor Day.

Henri, an Adorable Bulldog from North Carolina, Is Named Cadbury's Newest Easter 'Bunny'

iStock.com/freddiesfabdesign
iStock.com/freddiesfabdesign

Bunnies are cute and all, but they've got nothing on Henri: an 18-month-old English bulldog with lots of rolls and lots of love to give. As WDSU News in New Orleans reports, Henri has won the honor of starring in Cadbury's new "Clucking Bunny" commercial in the lead-up to Easter, right as the chocolate creme eggs start to make their annual reappearance.

A bulldog in bunny ears
The Hershey Company

He was selected from a pool of more than 4000 pets that sported bunny ears and posed for pictures as part of Cadbury's first-ever "Bunny Tryouts." His owners, Kathie and Tim Santillo, of Wilmington, North Carolina, dressed him in an adorable Easter bunny costume that included an oversized pink bow and fluffy white tail. In addition to the fame and Instagram follower boost that Henri is likely to get out of this contest, his owners will also receive $5000—and some of that money will presumably go towards toys for this very good boy.

"When people see the iconic Cadbury Clucking Bunny commercial, they know Easter season is here," Katrina Vatter, a member of the Cadbury U.S. marketing team, said in a statement. "For the first time in over 35 years, we are honored to expand our tradition and welcome Henri as a new character to the commercial."

Cadbury also announced the names of the 19 pets who qualified as semi-finalists. They were mostly cats and dogs, but there was also a goat, a horse, a bearded dragon, and a llama named Conswala, who donned rainbow-colored bunny ears. Naturally, an actual bunny also made it to the final round. Check out some of the semi-finalists' photos below.

Perhaps it's for the best that a dog—and not a cat—was chosen. In the film industry at least, cats are a little more challenging to have on set because they're sensitive to the noises around them. "I think of cats as walking and living satellites," Dawn Barkan, who has trained animals for movies like Meet the Parents and Inside Llewyn Davis, told Mental Floss in 2014.

"Their ears are picking up every sound, and their bodies are picking up all the vibrations around them, so they're constantly tuning in to everything that's going on around them, and they're sensitive. So if there are loud noises or a lot of commotion, and the cat hasn't been desensitized to that, they're going not going to be comfortable, whereas dogs are a little bit more easygoing."

[h/t WDSU News]

McDonald’s Is Testing Out Vegan McNuggets in Norway

McDonald's has never been an especially welcoming place for vegans (until 1990, even the fries contained meat). But now, the chain's Norwegian locations are working to change that. As Today reports, McDonald's restaurants in Norway have launched a vegan nugget alternative to the classic chicken McNugget.

The new vegan McNuggets are prepared to look like the menu item customers are familiar with. They're coated with a layer of breadcrumbs and fried until they're golden-brown and crispy. Instead of chicken meat, the nugget is filled with plant-based ingredients, including mashed potatoes, chickpeas, onions, corn, and carrots.

The vegan McNuggets are only available to customers in Norway for now, but if they're popular, they may spread to McDonald's in other parts of the world. Norway's McDonald's locations also include a Vegetarian McFeast burger on its menu.

McDonald's is famous for tailoring its menus to international markets, and vegetarian options are much easier to find in restaurants some parts of the world compared to others. In India, where one fifth of the population is vegetarian, customers can order the McAloo Tikki Burger, made from potatoes and peas, or a McVeggie sandwich.

[h/t Today]

SECTIONS

arrow
LIVE SMARTER