Leading National Brewer


The Challenge
Let’s face it – Super Bowl advertising is an expensive investment and your objectives need to be clear and measurable. For this then up-and-coming Light Beer from a leading national brewer, the objectives were clear – leverage strong association with its bigger brother, drive brand specification and create an interactive platform that would drive traffic into retail for increased sales. The only challenge was the big brother had already reserved the spots.
The Approach
Created an innovative co-branded interactive Bowl pre-Super Bowl promotion, integrating with retail voting and sweepstakes promotions to drive retail traffic, promotion participation and overall sales.
The Results
Voting and promotion entries exceeded all previous promotions and case sales increased significantly. Awareness scores of the duel brand bowl commercial topped all other commercials. All measures exceeded expectations prompting the Bowl promotion to be repeated in the next three Super Bowls.


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