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Super Bowl 2013: Pepsi and Bud Join Forces for Co-Branded Retail Push

Posted by Dale Buss on January 10, 2013 03:48 PM

Purchasing for Super Bowl parties just got easier. Two CPG behemoths are boosting their brands' cooperation in the retail store using the upcoming Super Bowl as a way to generate unprecedented synergies from in-store marketing.

PepsiCo and Anheuser-Busch InBev will put Bud Light and Pepsi together for the first time under the new effort, which AB InBev internally called a "National Big Bet," according to Ad Age. The companies previously had paired AB InBev drinks with PepsiCo-owned snack brands such as Doritos and Lay's, but not beverages.

As official Super Bowl sponsors — and Budweiser's Bud Light the official beer of the NFL — the respective beverage giants are hoping the co-branded in-store signage will woo shoppers in the days leading up to America's Biggest Snacking Occasion.

The co-branded marketing materials reportedly include display signs showing two bags of Doritos, two bottles of Pepsi and two bottles of Bud Light along with the Super Bowl logo and the slogan, "Super Bowl. Super Team. Super Party."

"In-store marketing and merchandising is getting more important, and having these three brands on the same displays could potentially be very powerful," John Sicher, editor and publisher of Beverage Digest, which first reported the news, told Ad Age. "Based upon what I've heard from Pepsi bottlers, they believe this could have strong competitive potential."

PepsiCo lately has stepped up efforts to co-market its own brands with more tie-ups of Pepsi and Mtn Dew with Doritos and Lay's. As part of its promised resurgence of marketing of the Pepsi brand per se, the company also has made a major commitment to this Super Bowl, with Pepsi ranking as the sponsor of the halftime show featuring its new brand ambassador, Beyonce.

AB InBev, meanwhile, is using Super Bowl 2013 to launch a new beer, Budweiser Black Crown.


Bruce52 United States says:

I don't think it's such a good idea for two brands to try to gang up on a third, and I think it's especially bad for Budweiser since they aren't directly competing with soft drinks. Bud runs the risk of alienating the legions of Coke customers and in the process losing them to other brands of beer. When AB was an American company they would never have stooped to such depths, but then InBev doesn't really understand what they purchased. Back in the 1960's Ed McMahon gave Budweiser real credibility with his great advertising skills. By the 1990's Bud Light had become a force and was scoring big with commercials featuring 'Spuds MacKenzie', the frogs, the lizards, lines like 'I don't just want a light, I want a Bud Light', and even Mr. Love himself, Barry White ('I love you man!). Who could forget the 'Honey, we're home...' beer tree commercial? Budweiser's SuperBowl commercials had become the stuff of legends and then...InBev happened. The Budweiser image has been cheapened, I believe, irreparably and I predict this latest move will not serve them well.

January 13, 2013 03:08 AM #

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