P-O-P Spotlight: Super Bowl LIX Tie-Ins

Each month, the Path to Purchase Institute shines a light on some of the most eye-catching displays and physical activations that our boots on the ground recently captured in stores. This time, we’re showcasing Super Bowl LIX tie-ins at retail ahead of the National Football League’s Feb. 9 Big Game. A commanding spectacular spotted in the produce department at a Harris Teeter in Harrisburg, North Carolina, unites longtime Super Bowl supporters, Anheuser-Busch’s Bud Light and Avocados From Mexico (AFM). An arch made out of Bud Light cases and an affixed “Super Bowl LIX” sign connects two beer pallets, which sandwich two themed AFM dump bins, which stock avocados and other guacamole fixings. One of the bins, shaped like half of a football, supports AFM’s 2025 Big Game campaign featuring former Super Bowl-winning tight end Rob Gronkowski. Diageo occupies endcap space at Meijer to promote the Official Spirit Sponsors of the NFL: Captain Morgan, Smirnoff and Crown Royal. The endcap we spotted at a store in Roseville, Michigan, merchandises bottles of the booze alongside mixers from Fever-Tree and cans of North Carolina-based Midnight Moon craft moonshine. A red signage package communicating a “Do Super Bowl LIX Your Way” message promotes the brands and Big Game as well as a sweepstakes awarding a $500 gift card to NLFShop.com. A QR code links to a dedicated Diageo entry site. Signage also included three shelf blocks dedicated to each of the Diageo brands.Super Bowl LIX activity reaches over the Canadian border with a massive display from PepsiCo's Quaker Crispy Minis at a Sobeys in Barrie, Ontario. Quaker, an official NFL sponsor (along with its parent company), is also a presenter of the Taste of the NFL culinary event during this year's Big Game. The display comprises a number of corrugated side-by-side floorstands stocking different product flavors. Signage at the top of the display communicates an “Attending the watch party with the biggest TV. That’s crispy” message and connects the floorstands, while affixed signage dangles a limited-time coupon to buy three bags of Crispy Minis Rice Cakes and get a fourth bag free. Since 2003, P2PI has served as marketers’ eyes in the aisles and offered its member community access to a robust Image Vault, which today comprises nearly 160,000 images (and counting), across a variety of retailers, product categories, channels, touchpoints and themes. Each month, we will showcase a sampling of eye-catching physical activations and themes from the vault.

P-O-P Spotlight: Super Bowl LIX Tie-Ins

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