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Pong Beer Capitalizes Off Beer Pong Craze
CNBC.com | February 23, 2012 | 04:33 PM EST

In 23 years of heading up his own marketing and sales agency, Neal Frank never had a lightbulb go off the way it did at a meeting seven months ago.

He was talking with guys who ran a company that packed ping pong balls and cups together for beer pong. They had told him that they were in 30,000 convenience stores and had grossed $7 million in sales.

Frank was astounded how big the game typically reserved for college fraternity life had become. And then came the thought? Why isn’t a beer brand marketing an association with the “sport?”

“My wife and family haven’t seen me since that ‘wow’ moment,” Frank now says. “I trademarked Pong Beer and spent plenty of days testing profiles of beer.”

When people see the name and see the design, they think that Frank is just trying to sell the worst product at the cheapest price to play the game. “Value,” after all is what frequent beer pong players are looking for. But that’s not what Frank is going for.

“There’s no advantage to doing that,” said Frank, whose Marlin Entertainment is based in Westport, Conn. “The name and the association with beer pong introduces them to us, but then when they try us, hopefully they say we’re the best product for the price.”

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