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
