Super Bowl & Football

Client: Miller Brewing Co., Milwaukee
Introduction: January 2004
Distribution: On- and off-premise
Comments: It's all about the Super Bowl party, and Miller knows it. Its promotion includes a sweepstakes to win Sony TVs and partners up with snack essentials -- Hormel Chili, Chi Chi's Salsa/Herdez Salsa, Dean's Dip and Hefty garbage bags. The on- and off-premise P-O-P includes standees, counter cards, pennant strings and banners. Some displays feature ESPN commentators Chris Berman and Tom Jackson.

Client: Anheuser-Busch Inc., St. Louis
Introduction: August 2003
Number of displays: 3,000
Distribution: Liquor stores nationwide
P-O-P company: Rapid Displays, Chicago and Union City, Calif.
Comments: Anheuser-Busch launched this football crown display this summer for both Bud Light and Budweiser to increase brand awareness of both brands just as the NFL season kicked off. It remained in stores for six weeks.