CHICAGO — Tervis Tumbler Co. is going Hollywood.
The North Venice, Fla,-based housewares company’s plastic glasses will show up throughout the upcoming movie “Draft Day,” on desks and tables and in actors hands in the movie starring Kevin Costner as the general manager for the NFL’s Cleveland Browns, who is making decisions on who his team should pick in the upcoming NFL draft.
“Instead of going for a bottle of water, they use a Tervis Tumbler,” said Kim Livengood, director of PR and events for Tervis, during an interview at International Home + Housewares Show in Chicago March 15-18.
The product placement gives the film a chance to send an unspoken “green” message about reducing the number of single-use bottles, while Tervis is seen on the big screen in the hands of powerful sports decision makers — even if they’re fictional ones.
“It’s fun and put a focus on something new for us,” she said.
Tervis is also sponsoring an on-line contest as part of the film promotion at tervistoppick.com, with the winner going to the real NFL draft day on May 10.
The film placement may be new for Tervis, but it is part of an ongoing marketing focus the company needs to keep one step ahead of its competition.
Tervis developed the double-wall, insulated drinking cup, but many other housewares companies now have their own version on the market.
With U.S. production of its tumblers, made with Eastman Chemical Co.’s Tritan copolymer, and final assembly at Tervis’ facilities in Venice, Fla., Tervis relies on its ability to develop new designs quickly for the market. It has licenses with 60 different sports teams and entertainment outlets to drive sales for fans.
“We are always adding new designs and finding out what it is that the customer wants,” she said.
The Hollywood move may be new, but one the company believes will pay off and keep the Tervis product out in front of its competition.