Beer Companies’ Winning Plays for Customers in 2015 Super Bowl Season

Customers may not always think about them, but a lot of thought goes into the beer displays used to showcase and promote ales, lagers, pilsners, and other beers in stores. While some companies simply let the products speak for themselves, the world’s most successful beer companies know that in-store advertising can provide a huge boost to sales and brand recognition. This is especially true around Super Bowl time.

The right in-store display not only helps a brewed beverage stand out in a sea of competition, but it also builds brand awareness for every customer who happens to walk by. Keep reading to learn more about the history of beer advertising tied in with the Super Bowl, and see some of examples of this year’s top Super Bowl themed displays.

History of Beer Ads around the Super Bowl
The first Super Bowl took place in 1967, giving American football fans a crowning event to top off the season of games. And for as long as we’ve gathered around our televisions each winter to watch the big event, we’ve seen beer advertisers vying for football fans’ dollars alongside the game. Televised beer ads that air during the Super Bowl – such as Budweiser’s decades-ago famous “Whassup” ad featuring three catchphrase-spouting frogs – are probably the first thing that comes to mind. But print ads are also critical for beer companies looking to profit from the Super Bowl. And that includes printed in-store displays.

This Year’s Super Bowl Themed Displays for Beer
Every year we see beer advertisers marketing to in-store customers well in advance of the Super Bowl. Some stick to the tried-and-true methods, while others branch out and try something new. Here are a few examples of this year’s efforts.

    • New and Inventive In-Store Displays. We saw some new and inventive beer displays during this year’s Super Bowl season. In-store displays shaped like a football helmet or an actual can/bottle of the beer itself, often alongside a realistic-looking cheerleader or football player, were among the most successful.
    • The Tried and True Tower of Beer Cases. One of the most popular in-store advertising schemes we see before the Super Bowl and other festive events is a tower of 12-pack, 24-pack, or 36-pack cases of beer. Large national beer brands, particularly the top three, often arrange these towers outside the beer aisle or near the checkout stands. When accompanied by special Super Bowl signage, this can be an excellent way to boost sales (see image above). And this year was no different.
    • The “Super Bowl Sale” and Cross-Promoting. One of the most recent trends influencing in-store beer advertising before the Super Bowl is the rise of cross-promotions and other special sales and discounts offered only during Super Bowl season. This year we saw in-store displays promoting special prices for beer customers who purchased other products, allowing beer vendors to cross-promote with snack vendors.

Now that the 2015 Super Bowl is over, we can’t wait to see what next year brings. With the 50-year anniversary that 2016 will host, waiting to see who comes up with the best display of the year is sure to be a nail biter!

Posted in In-Store Display Tactics

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