Abstract:
An advertising holder and display for use with a beverage dispenser, such a beverage tap, includes an attachment mechanism configured to mate with the beverage dispenser. The advertising holder and display also includes an elongate connector with a first end and a second end, with the first end of the connector being connected to the attachment mechanism. An advertisement frame that is adapted to hold an advertisement is connected to the second end of the connector.

Description:
CROSS-REFERENCE TO RELATED APPLICATIONS 
       [0001]    This application claims priority to U.S. Provisional Patent Application No. 61/666,642, filed Jun. 29, 2012. The contents of that application are incorporated by reference herein in their entirety. 
     
    
     BACKGROUND OF THE INVENTION 
       [0002]    1. Field of the Invention 
         [0003]    Generally speaking, the invention relates to advertising holder and display structures, and more particularly, to an on-tap advertising holder and display. 
         [0004]    2. Description of Related Art 
         [0005]    Beer, wine, and sprits are very widely enjoyed both in the United States and throughout the world. They are also heavily regulated, with laws regarding minimum drinking ages; how, when, where, and by whom beer, wine, and spirits can be sold; and how these products can be marketed. 
         [0006]    Alcoholic beverages have some of the strongest brand identification and consumer loyalty of any products on the market. However, marketing them to the public can be particularly difficult, both because of the extensive industry regulation and because of public perceptions about alcohol. One particular issue is that some jurisdictions ban explicit co-advertising of beer and some types of distilled liquors, even though these beverages are often enjoyed in combination. For example, in those jurisdictions, it would be illegal or impermissible to advertise a beer brand and a liquor brand in the same printed advertisement. 
         [0007]    Even when it is permissible to advertise a product, or to advertise two products together, conventional printed advertisements on billboards and in magazines, newspapers, and online tend to influence long-term brand loyalties and buying patterns, but may not be as effective at influencing in-the-moment purchases at the point of sale. 
       SUMMARY OF THE INVENTION 
       [0008]    One aspect of the invention provides an on-tap advertising holder and display. The on-tap advertising holder and display comprises an attachment portion, a connector, and an advertisement frame. The connector extends between and connects the attachment portion and the advertisement frame. In one embodiment of the invention, the attachment portion may be a circular clamp sized and adapted to attach to a beer tap, and the advertisement frame may hold a printed advertisement on a medium such as card stock. In some embodiments, the connector may be essentially rigid; in other embodiments, it may be flexible, so as to position the advertisement frame in various positions. In yet other embodiments, the advertisement frame may include integral lighting elements and a power supply to power those elements. 
         [0009]    Another aspect of the invention relates to a beverage dispenser with an advertisement holder. The beverage dispensers include at least a faucet structure and a faucet handle. The advertisement holder comprises a clamp, an advertisement frame, and a flexible, positionable shaft. The clamp is sized, shaped, and adapted to attach to the faucet structure. The advertisement frame is adapted to hold an advertisement. The shaft is connected between the clamp and the advertisement frame and has sufficient rigidity to hold the advertisement frame in a defined position. 
         [0010]    Yet another aspect of the invention relates to a method for advertising a product. The method comprises installing an on-tap advertising holder and display on a beverage tap. The advertising holder and display comprises an attachment portion, a connector, and an advertisement frame. The connector extends between and connects the attachment portion and the advertisement frame, and installing a relevant advertisement in the advertisement frame. In some embodiments, the method may further comprise connecting a portion of the advertising holder and display to the beverage tap, such that actuation of the beverage tap causes the advertising holder and display to move or vibrate. 
         [0011]    Other aspects, features, and advantages of the invention will be set forth in the description that follows. 
     
    
     
       BRIEF DESCRIPTION OF THE DRAWING FIGURES 
         [0012]    The invention will be described with respect to the following drawing figures, in which: 
           [0013]      FIG. 1  is a perspective view illustrating the installation of one embodiment of the on-tap advertising holder and display installed on the faucet coupling nut of a beverage tap; 
           [0014]      FIGS. 2 and 3  are perspective views of the installation clamp of the advertising holder and display of  FIG. 1  in open and closed positions, respectively; 
           [0015]      FIG. 4  is a perspective view of an advertising holder and display that includes a flexible connector, in accordance with another embodiment of the invention; 
           [0016]      FIG. 5  is a perspective view of an advertising holder and display that includes a resilient connector and a coupling that connects it to the handle of a beverage tap, in accordance with yet another embodiment of the invention; and 
           [0017]      FIG. 6  is a perspective view of another further embodiment of an advertising holder and display that includes lighting around the advertisement holder. 
       
    
    
     DETAILED DESCRIPTION 
       [0018]      FIG. 1  is a perspective view of an advertising holder and display, generally indicated at  10 , according to one embodiment of the invention, shown as installed on the faucet coupling nut or hardware of a beverage tap  12 . The beverage tap  12  may, for example, be a beer tap. Although certain elements of the advertising holder and display  10  will be described below with respect to a beer tap  12 , it should be understood that the advertising holder and display  10  may be installed in other locations and on other devices. 
         [0019]    As shown in  FIG. 1 , the advertising holder and display  10  comprises three main elements: an attachment portion  14 , a connector  16 , and an advertisement frame  18 . The advertisement frame  18  is adapted to hold an advertisement  20 , which, in the illustrated embodiment, is in the form of a round card. 
         [0020]      FIGS. 2 and 3  are perspective views of the attachment portion  14  in isolation. In the illustrated embodiment, the attachment portion  14  represents one type of attachment mechanism and comprises a toggle clamp  14  that is sized and adapted to fit over and clamp to the faucet-coupling nut of a beer tap  12 , a feature that is essentially the same in many different taps. The toggle clamp  14  can be repeatedly opened and closed, meaning that the display  10  as a whole can be easily moved, removed, and replaced from the tap  12  on which it is installed. Of course, as those of skill in the art will realize, any type of attachment mechanism may be used, and the holder and display  10  may be attached to other parts of a tap  12 , or to other structures entirely. For example, the clamp can be of a type that is adjustable so as to accommodate potentially different sized beverage taps or the like. Thus, the circumference of the clamp can be adjusted in this alternative embodiment. 
         [0021]    The connector  16  extends from the toggle clamp  14  to connect it with the advertisement frame  18 . Specifically, the toggle clamp  14  includes a base structure  26  that extends outwardly from it. The connector  16  inserts into an opening  28  in the base structure  26 . The opening  28 , or the bottom portion of the connector  16 , may be surrounded by a ring of a flexible material  30 , which may be used for strain relief. 
         [0022]    The advertisement frame  18  has an internal channel  22  allowing it to carry the advertisement  20 , which, as explained briefly above, may be a piece of card stock with printed advertising indicia  24 . The advertisement  20  itself may be made of paper, plastic, or another material. For example, it may be made of card stock. It may be single-sided or double-sided, depending on the area and manner in which it is to be installed, although in many cases, it will be advantageous if the advertisement itself is double-sided. Because the advertisement  20  of the illustrated embodiment is double-sided, the advertisement frame  18  is open to both sides; however, in some embodiments, the advertisement frame  18  may have a backing on one side that obscures the advertisement. Moreover, while the advertisement  20  of the illustrated embodiment is a printed advertisement, in some cases, the frame  18  may accommodate or be a part of an electronic advertisement display. 
         [0023]    As installed, the holder and frame  10  extends several inches (e.g., 4-6 inches) from the tap  12  on which it is installed and allows the advertisement  20  to be seen from both sides. The advertisement  20  may advertise a complementary or related product; for example, it may advertise a liquor if the holder and display is attached to a beer tap. 
         [0024]    The connector  16  may be rigid, flexible, or resilient depending on the embodiment, and there are advantages to each of these configurations. In the embodiment of  FIG. 1 , the connector  16  is essentially rigid. However, in another embodiment of an advertising display and holder  50 , illustrated in the perspective view of  FIG. 4 , the connector  56  is flexible, but holds its position once set. As shown, this allows the advertisement frame  18  to be placed in any number of positions relative to the connector  56 . In this embodiment, the connector  56  may be a piece of malleable wire, or any other type of flexible shaft that will hold its configuration once positioned. If the connector  56  is a malleable wire, it may be covered, protected, or coated with a layer of paint, fabric, plastic, or any other suitable coating material. For example, it may be covered with vinyl. Coverings may provide the connector  56  with strain relief and help to prevent breakage. 
         [0025]      FIG. 5  is a perspective view of another embodiment of an advertisement holder and display  100 , shown as installed on a beer tap  12 . The advertisement holder and display  100  includes a resilient connector  116 . For example, the connector may be a coil spring. This allows for resilient, oscillating movement of the advertisement frame  18 , which may attract additional attention. In some embodiments, the advertisement holder and display  100  may be installed on or coupled to a moving object such that movement of the object drives the connector  116  and, in turn, the advertisement frame  18 , to move. 
         [0026]    As can be seen in  FIG. 5 , the connector  116  is connected to the tap handle  13  by a flexible, essentially inelastic member  118  so that when the tap handle  13  is actuated, the advertisement frame  18  will move and may oscillate resiliently for some time after the tap handle  13  is released. In the illustrated embodiment, the flexible, essentially inelastic member  118  is a string, although it may be string, chain, cord or any other suitable material in other embodiments. As shown, the string  118  is tied around the connector  116  on one end and around the handle  13  on the other. 
         [0027]    In the above description, the advertisement frame  18  carries only the advertisement  20 . However, in some embodiments, the advertisement frame  18  may carry other elements that help to draw attention to the advertisement. For example, as shown in the perspective view of  FIG. 6 , in one embodiment of the holder  150 , the rim  152  of the advertisement frame  154  may carry illuminating elements  156 , such as light emitting diodes (LEDs), that illuminate the advertisement. 
         [0028]    If the holder and display  150  includes illuminating elements  156 , those elements may be activated and powered by a simple circuit that includes a battery and a switch, or by a circuit that activates them at predetermined or random intervals, or activates selected illuminating elements  156  in a particular sequence to create a pattern. In some embodiments, the illumination may be motion-activated, such that, for example, when the tap handle  13  is actuated, the illumination on the advertisement is activated. Motion- or tilt-activated illumination may be achieved by installing an accelerometer, an inclinometer, or another type of small motion-detecting device on the advertisement frame, or on another portion of the holder and display  150  that will be subjected to vibrations or movements. 
         [0029]    It should be understood that while the advertisement frame  18 ,  154  may carry illumination, it is not the only portion of the holder and display  10 ,  50 ,  100 ,  150  that may be adapted to carry illumination or other features that call attention to the advertisement  20 . Any portion of the holder and display  10 ,  50 ,  100 ,  150  may carry such features. For example, the connector  16  may carry an LED that is focused on and illuminates the advertisement  20 . The power supply and circuit elements to control and power the illumination elements  156 , and any other features requiring power and electronic control, may be located anywhere. As one example, a battery or other power supply may be carried by the attachment portion  14  and electrically connected to the lighting elements by appropriate wires (e.g., routed through the connector  16  or external to it). Alternatively, the power elements may be carried within the attachment frame  18 ,  154  itself, if the frame  18 ,  154  is large enough. 
         [0030]    Although the above description has focused on the use of holders and displays  10 ,  50 ,  100 ,  150  with beverage dispensers, as was described briefly above, holders and displays  10 ,  50 ,  100 ,  150  may be installed on other structures. For example, holders and displays  10 ,  50 ,  100 ,  150  may be installed on urinals. 
         [0031]    While the invention has been described with respect to certain embodiments, the embodiments are intended to be illuminating, rather than limiting. Modifications and changes may be made within the scope of the invention, which is defined by the following claims.