Super Bowl LI Impact on Retail Sales

Posted Friday, February 03, 2017

Pizza, chips, snacks & beer are top sellers
Pizza, chips, snacks & beer are top sellers

Are you ready for some football?

Retailers and Consumers alike have been preparing for this event for weeks, even months. An estimated 189 million people will watch the Atlanta Falcons vs. New England Patriots in Super Bowl LI on Sunday, February 5.

The Big Game is a big opportunity for big Brands to use the nation's largest platform to generate brand visibility, spread goodwill and, of course, to make a big impact on sales.

What’s at stake? Retail vs. Consumer

Many big Brands invest millions in Super Bowl TV commercials, online campaigns, and point-of-purchase materials to reach football fans. This year advertisers will spend $50 Million for a 30 second TV spot during the game. The average production costs for these are over $1 million. The anticipated commercial breaks during the game now get nearly as much pre-game hype as the game itself. Many advertisers will spend an extra 25% to market the ad before air time (advertise the advertisement, so to speak).

The NRF (

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Tags: beverage , food CPG , Shopper Marketing

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Alcohol Brands Gain Share with Promotional Products

Posted Monday, August 22, 2016

Companies that brew, distill, ferment or produce and bottle alcoholic drinks benefit by getting promotional products into the hands of the public.

Americans who drink alcohol feel pretty strongly about their beverage(s) of choice; whether they unwind with a frosty beer, a glass of wine, or liquor on the rocks. They go out of their way to prove it by acquiring all sorts of branded promotional products and apparel that alcoholic beverage manufacturers (bevcos) happily give away, or even sell to their brand advocates. Savvy Marketers use these branded items to create lasting impressions with consumers, extend their reach, and influence purchasing decisions beyond the point-of-purchase.

Branded promotional products, also known as ad specialties, make up a nearly $20 billion dollar industry and are used by virtually every alcoholic bevco in America. In our KDM Blog titled "Why Promotional Products Should be Part of Your Marketing Mix" we revealed that advertisers experience a higher return

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Tags: ad specialty , beverage , KDM Branding Solutions

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Private Label’s Role in Meeting Consumer’s Demands

Posted Friday, September 11, 2015

Cost-savings, improved quality and product innovation are among the top reasons shoppers fill their carts with private label CPG brands. Private labels have come a long way since their plain, generic looking inception. During the recession in 2008-09, many loyal, national brand consumers took notice of the private label brands found in the store aisles and were willing to try them for the first time simply because they cost less. (On average, private label brands cost 28% less.) They were surprised to find that these products were just as good as, or even better, than the brand they had been loyal to for all those years. “Even now when consumers feel that the economy is improving, 42% of consumers tell us they buy more private label or store brands than they used to... across all income levels, said Susan Viamari, VP of thought leadership for IRI.

Today, private labels are enhancing their existing lines and introducing new product selections, many of them of a healthy nature, across multiple

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Tags: beverage , KDM Merchandising Solutions , private label

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Retail Celebrates International Beer Day

Posted Friday, August 07, 2015

Yes, evidently this is a thing. The first Friday of every August is International Beer Day! This year the celebration falls on Friday, August 7th. International Beer Day began as a celebration at a bar in Santa Cruz, California in 2007 and has since expanded worldwide to include 50 countries and 6 continents.

On this day, according to Wikipedia, “participants are encouraged to give one another the 'gift of beer' by buying each other drinks, and to express gratitude to brewers, bartenders, and other beer technicians. In the international spirit of the holiday, it is also suggested that participants step out of their domestic/locally brewed comfort zone and sample a beer from another culture.”

Retailers and brewers celebrate the day by offering consumers beer flights for tasting a variety of beers, hosting beer and food pairing events, hosting all day happy hours, tapping new or rare beers to try, and giving away beer branded ad specialty products and apparel.


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Tags: beverage , KDM Branding Solutions , KDM POP Print Solutions

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Consumers are Challenging Big Food Brands

Posted Friday, June 12, 2015

Our nation’s food brand manufacturers are being challenged by the growing number of consumers that wish to eat healthier. To them, Big Food = Bad Food. Food that contains artificial colors, artificial flavors, pesticides, preservatives, high fructose corn syrup, growth hormones, antibiotics, gluten, and genetically modified organisms (GMOs) would make most people cringe.

Consumers are making it clear that they want fresh, organic and minimally processed foods. Research found that 68% of global consumers want to be able to picture every ingredient on the label in their head, and 40% want food made with as few ingredients as possible.

A special report featured in Fortune titled “The War on Big Food” indicated that major packaged-food companies lost $4 billion in market share in 2014. Further, the top 25 U.S. food and beverage companies have lost $18 billion in market share since 2009.

“The search for authentic and simplified food has led organic food sales to more than

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Tags: beverage , food CPG , grocery , private label , supermarket

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