Seasonal Store Check: Super Bowl 2013

Marketing around Super Bowl XLVII was again dominated by PepsiCo, which used its official National Football League sponsorship and direct-store delivery force to establish a ubiquitous merchandising presence throughout most of January in anticipation of the Feb. 3 game.In addition to the heavy account-specific activity that typically strengthens its merchandising efforts each year (see Related Articles), PepsiCo this year also undertook a broad co-marketing plan with fellow NFL sponsor Anheuser-Busch InBev that united the two manufacturers' leading brands under a "Super Party" theme in stores. (Based on observed in-store executions, the partnership appears to have delivered a greater benefit for A-B than it did for the already pervasive PepsiCo.)Co-marketing partnerships in general were a bit more prevalent this year, with Coca-Cola Co. and Kraft Foods expanding their joint efforts, Kraft's Velveeta reteaming with ConAgra Foods' Ro-Tel for some formal cross-merchandising, and a number of manufacturers joining forces on recipe-driven promotions in weekly FSIs.One of the biggest surprises of the season was Paramount Farms' Wonderful Pistachios, which leveraged its steadily growing in-store presence for generically themed displays that often gave the brand an upfront presence in supermarket produce departments. (Wonderful also advertised during the game's TV coverage for the first time.)Meanwhile, Procter & Gamble conducted an account-specific promotion at ShopRite in early December but otherwise did little else to activate its official NFL sponsorship at retail.Among leading retailers, Walmart's annual "Game Time" effort was particularly strong, while sister chain Sam's Club presented another well-integrated "Game Day Central" campaign.The Institute's annual overview of the Super Bowl season includes the three-minute slide show of the most active brands and retailers below, plus dozens of articles and more than 400 images of marketing and merchandising activity below the video. Click the crosshairs in the lower right corner of the video to view it in full screen. All images in the video are available on this site.

Seasonal Store Check: Super Bowl 2013

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