Football fever

The World Cup kicks off on Thursday 12th June and with it comes a massive opportunity for retailers, with alcohol, snacks and food to go set to benefit from increased demand as all eyes turn to TV screens.

So Scotland isn’t there. We haven’t been there since 1998. There is a generation out there that has no living memory of Scotland ever playing at a World Cup. It doesn’t stop us devouring every minute of every match though, thinking we’ll be there next time. And given that a lot of people tend to do this in front of the TV with a few beers and snacks, or even after a barbecue, there is a huge opportunity for local retailers. Chilled beer and soft drinks will be in huge demand, so make sure your orders accommodate – there is a full month of matches and any customers disappointed early on will go elsewhere next time. Over a quarter (26%) of shoppers said they would use their local store for pre-game purchases, according to him! research, while 33% said they are likely to buy more alcohol and crisps than usual during the World Cup. On top of that, 33% said they would consider buying beer in world cup packaging, and 41% would consider buying crisps and snacks in World Cup packaging.

A huge number of brands are getting involved in World Cup fever, from official supporters like Coca-Cola, to many others who have opted for Brazilian-themed limited editions and promotions. In-store theatre will play a huge part here too, with retailers who go that extra mile likely to win more customers. If you’ve got big screen TVs in the shop to advertise promotions, why not show the games (providing you’ve got a TV licence); have a wall chart handy, like the one opposite, to show you when it’s likely be busy. Use your imagination; there’s so much potential for customer engagement, and that leads to higher sales and bigger profits. Only 11% of shoppers think that convenience stores promote sporting events well (compared with 42% in supermarkets).

Soft drinks star signing

As one of the major supporters of the World Cup, Coca-Cola will have a number of targeted initiatives and promotions to support retailers in the run up and during the event. At the last World Cup, the soft drinks category jumped 6.2%, with sales of Coca-Cola growing 13.3% during the event. “The time-zone difference for those watching the football in the UK has the potential to have an even more positive impact for independent retailers,” says Dave Turner, Trade Communications Manager at Coca-Cola Enterprises. “As most of the games will take place from early evening onwards and fall during meal occasions, shoppers will potentially be looking to pick up something for the big game.”

Snacking with friends

As the nation gears up for football fever this summer, Mars Chocolate is launching the limited edition Mars & Team tub. Bringing together five favourites in one special edition tub, Mars & Team includes: Mars, Twix, Snickers, Bounty and Milkyway. The launch of the Mars & Team tub will be supported by Mars’ £3.5m spend on television advertising during the summer of football.

Craft beer from Brazil

For something different World Beers has launched two beers from Brazil’s leading craft brewery Cervejaria Amazonia to take advantage of the sport-filled summer and consumer trend for craft. The company has said that consumers want to discover new tastes and trial different beers from smaller, niche producers around the world, operators shouldn’t be scared to stock an array of different craft and specialty beers.

Back of the net for Glacéau promo

Glacéau vitaminwater is getting ahead of the game this month by launching a World Cup on-pack promotion that gives consumers a chance to win a trip to Brazil for a World Cup quarter final. The ‘Shoot to Win’ promotion forms part of a significant UK investment in Glacéau vitaminwater this year.

Brazilian colours for M&M’s

M&M’s is bringing a touch of Rio’s carnival spirit to living rooms across the country with its new Brazilian-themed campaign. Showcased through limited edition packs, available for eight weeks, the campaign will see the world’s yellow, green and blue M&M’s and a huge on-pack promotion.

Fixtures

GROUP A BRAZIL, CAMEROON, MEXICO, CROATIA

June 12 Sao Paulo, 2100: Brazil v Croatia

June 13 Natal, 1700: Mexico v Cameroon

June 17 Fortaleza, 2000: Brazil v Mexico

June 18 Manaus, 2300: Cameroon v Croatia

June 23 Brasilia, 2100: Cameroon v Brazil

June 23 Recife, 2100: Croatia v Mexico

 

GROUP B SPAIN, CHILE, AUSTRALIA , HOLLAND

June 13 Salvador, 2000: Spain v Holland

June 13 Cuiaba, 2300: Chile v Australia

June 18 Rio de Janeiro, 2000: Spain v Chile

June 18 Porto Alegre, 1700: Australia v Holland

June 23 Curitiba, 1700: Australia v Spain

June 23 Sao Paulo, 1700: Holland v Chile

 

 

GROUP C COLOMBIA, IVORY COAST, JAPAN, GREECE

June 14 Belo Horizonte, 1700: Colombia v Greece

June 15 Recife, 0200: Ivory Coast v Japan

June 19 Brasilia, 1700: Colombia v Ivory Coast

June 19 Natal, 2300: Japan v Greece

June 24 Cuiaba, 2100: Japan v Colombia

June 24 Fortaleza, 2100: Greece v Ivory Coast

 

GROUP D URUGUAY, ITALY, COSTA RICA, ENGLAND

June 14 Fortaleza, 2000: Uruguay v Costa Rica

June 14 Manaus, 2300: England v Italy

June 19 Sao Paulo, 2000: Uruguay v England

June 20 Recife, 1700: Italy v Costa Rica

June 24 Natal, 1700: Italy v Uruguay

June 24 Belo Horizonte, 1700: Costa Rica v England

 

 

GROUP E SWITZERLAND, ECUADOR, HONDURAS, FRANCE

June 15 Brasilia, 1700: Switzerland v Ecuador

June 15 Porto Alegre, 2000: France v Honduras

June 20 Salvador, 2000: Switzerland v France

June 20 Curitiba, 2300: Honduras v Ecuador

June 25 Manaus, 2100: Honduras v Switzerland

June 25 Rio de Janeiro, 2100: Ecuador v France

 

 

GROUP F ARGENTINA, NIGERIA, IRAN, BOSNIA-HERZEGOVINA

June 15 Rio de Janeiro, 2300: Argentina v Bosnia-Herzegovina

June 16 Curitiba, 2000: Iran v Nigeria

June 21 Belo Horizonte, 1700: Argentina v Iran

June 21 Cuiaba, 2300: Nigeria v Bosnia-Herzegovina

June 25 Porto Alegre, 1700: Nigeria v Argentina

June 25 Salvador, 1700: Bosnia-Herzegovina v Iran

 

GROUP G GERMANY, GHANA, UNITES STATES, PORTUGAL

June 16 Salvador, 1700: Germany v Portugal

June 16 Natal, 2300: Ghana v United States

June 21 Fortaleza, 2000: Germany v Ghana

June 22 Manaus, 2300: United States v Portugal

June 26 Recife, 1700: United States v Germany

June 26 Brasilia, 1700: Portugal v Ghana

 

 

GROUP H BELGIUM, ALGERIA, SOUTH KOREA, RUSSIA

June 17 Belo Horizonte, 1700: Belgium v Algeria

June 17 Cuiaba, 2300: Russia v South Korea

June 22 Rio de Janeiro, 1700: Belgium v Russia

June 22 Porto Alegre, 2000: South Korea v Algeria

June 26 Sao Paulo, 2100: South Korea v Belgium

June 26 Curitiba, 2100: Algeria v Russia

 

LAST 16 June

28 Belo Horizonte, 1700: Winner A v Runner-up B

June 28 Rio de Janeiro, 2100: Winner C v Runner-up D

June 29 Fortaleza, 1700: Winner B v Runner-up A

June 29 Recife, 2100: Winner D v Runner-up C

June 30 Brasilia, 1700: Winner E v Runner-up F

June 30 Porto Alegre, 2100: Winner G v Runner-up H

July 1 Sao Paulo, 1700: Winner F v Runner-up E

July 1 Salvador, 2100: Winner H v Runner-up G

QUARTER-FINALS

July 4 Fortaleza, 2100: Winner Match 49 v Winner Match 50

July 4 Rio de Janeiro, 1700: Winner Match 53 v Winner Match 54

July 5 Salvador, 2100: Winner Match 51 v Winner Match 52

July 5 Brasilia, 1700: Winner Match 55 v Winner Match 56

SEMI-FINALS

July 8 Belo Horizonte, 2100: Winner Match 57 v Winner Match 58

July 9 Sao Paulo, 2100: Winner Match 59 v Winner Match 60

THIRD-PLACE PLAY-OFF

July 12 Brasilia, 2100

FINAL

July 13 Rio de Janeiro, 2000

LAST 16June 28 Belo Horizonte, 1700: Winner A v Runner-up BJune 28 Rio de Janeiro, 2100: Winner C v Runner-up DJune 29 Fortaleza, 1700: Winner B v Runner-up AJune 29 Recife, 2100: Winner D v Runner-up CJune 30 Brasilia, 1700: Winner E v Runner-up FJune 30 Porto Alegre, 2100: Winner G v Runner-up HJuly 1 Sao Paulo, 1700: Winner F v Runner-up EJuly 1 Salvador, 2100: Winner H v Runner-up GQUARTER-FINALSJuly 4 Fortaleza, 2100: Winner Match 49 v Winner Match 50July 4 Rio de Janeiro, 1700: Winner Match 53 v Winner Match 54July 5 Salvador, 2100: Winner Match 51 v Winner Match 52July 5 Brasilia, 1700: Winner Match 55 v Winner Match 56seMI-FINALSJuly 8 Belo Horizonte, 2100: Winner Match 57 v Winner Match 58July 9 Sao Paulo, 2100: Winner Match 59 v Winner Match 60THIRD-PLACE PLAY-OFFJuly 12 Brasilia, 2100FINALJuly 13 Rio de Janeiro, 2000

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