Beer Brands Stock Super Bowl Parties

Beer brands lobbed up cross-channel rebates last month in hopes of landing in Super Bowl parties. Anheuser-Busch, Coors Brewing Co. and Miller Brewing Co. promoted their top brands with rebate offers for a wide range of party supplies, from soft drinks to grilling necessities. Communicated on case cards, channel signs and tearpad forms, the promotions left significant room for merchandising freedom. And retailers promoted them through a variety of displays, including case stacks, endcaps and multi-brand spectaculars cross-merchandising other packaged goods partners. As in 2007 (see Related Articles), Coors, Golden, CO, and A-B, St. Louis, distributed party guides containing branded recipes and price promotions. The official beer sponsor of the National Football League, Coors Light offered a booklet containing coupons for fellow Super Bowl XLII sponsors Campbell Soup Co. and PepsiCo. Graphics of Campbell's Chunky and Frito-Lay also appeared on case cards and other P-O-P materials. Coors also hosted a user-generated video sweepstakes dangling tickets to the Super Bowl. (See "Pepsi, Coors Light ..." in Related Articles.)A-B's "Kick Off the Party" savings booklet anchored the in-store component of its annual "Bud Bowl" campaign, which figuratively pits Budweiser against Bud Light. The booklet offers coupons for Hormel Foods, Clorox Co.'s Kingsford, Johnsonville Sausage, Diamond Foods' Emerald Nuts, Kraft Foods' Velveeta and Nabisco, and ConAgra's Ro-Tel; as well as $100 worth of mail-in rebates for bottled water, pizza, coolers and grills with purchase of Budweiser, Bud Light or Budweiser Select. The offers ran through Feb. 3. Merchandising activity included spectaculars featuring base wraps, inflatable goal posts and turf-like floor mats.Targeting the convenience-store channel, Budweiser hosted a "C-Store Party" rebate dangling $20 off the purchase of an 18-pack and $20 in party supplies, including snacks and grilling materials. The offer ran through Feb. 3.Milwaukee-based Miller, meanwhile, reprised Miller Lite's "Super Party" program without a savings booklet. Instead, the brand hosted regional rebate offers for an assortment of party fare, including snacks, liquor and grilling supplies. The incentives spanned several product categories, such as groceries and electronics, as well as CPG partners including Kellogg Co.'s Keebler, Jack Daniels and Dean's. (These brands were featured in Miller's 2007 booklet.) Offers were communicated via tearpad forms, channel signs and case cards featuring the "Super Party 2008" tagline and promotional partner ESPN Network's Sportscenter. Account-specific displays included standees tying into Wal-Mart's "Game Time" campaign.Miller also hosted an online sweeps from Jan. 2-14 awarding a grand-prize trip to the Miller Lite Super Party in Las Vegas during Super Bowl weekend.Heineken, White Plains, NY, also provided party-themed incentives with purchase of its DraughtKeg dispenser or 12-packs. Varying by state, rebates included $4 off a snack foods purchase (of at least $6) and $10 off party supplies (of at least $15). Signage and tearpad forms communicated the rebates under a "Party MVP" slogan.

Beer Brands Stock Super Bowl Parties

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