On 23rd July athletes from all corners of the world will step out into the Glasgow evening for the opening ceremony of the 20th Commonwealth Games. For retailers and fans alike there will be much to savour over the 12 day event.
Step right up, step right up, welcome to the biggest event Scotland has seen in a generation, if not longer! The world was a starkly different place when Edinburgh hosted the Commonwealth Games in 1986, and as the event returns to UK shores, it is the success of the 2002 in Manchester that gives a closer idea of the potential the Glasgow Games offers. London 2012 showed that when a nation bonds, it can foster a positive attitude that encourages all to participate – even if that means doing so from an armchair. It is these armchair enthusiasts who will help make the games a success for Scotland’s local retailers.
Starting with the World Cup this month (and remember there is a gap of only two weeks between the end of the World Cup and the start of the Commonwealth Games), retailers have the chance to cash in all summer, and by ensuring they get the basics right and add a little theatre to proceedings, then success will likely follow. The basics are the ranging, merchandising and availability that every shop should be on top of every day. Beyond that, ensuring staff are friendly and inviting, encouraging conversation on the big event, will help engage with customers. Add some in-store theatre, proudly support Team Scotland, and implement special offers that can be activated with every Scottish gold medal. There are countless possibilities surrounding the Commonwealth Games.
For retailers who are situated near one of the 17 venues (see table overleaf), there is the added bonus of having tens of thousands of spectators walk nearby your shop over an 11 day period. As with any major event in the modern world, a number of brands have been brought on board as official sponsors, and with a number of these brands coming from the FMCG world, there will be plenty of brand activity in the run up to the Games.
The most visible of these has been AG Barr, which is the Official Supporter to Glasgow 2014 and the company’s Head of Marketing Adrian Troy believes the summer is going to be huge for retailers. “Glasgow 2014 is creating a feel good factor in what is already a momentous year for Scotland and we are enabling retailers to engage with shoppers across flavoured carbonates, cola, juice drinks and water – all strong performing sectors of Scotland’s soft drinks market,” he says. AG Barr is investing £5m in Irn-Bru to enhance its role as the Official Soft Drink of the Glasgow 2014. Irn-Bru has played a massive role in the run-up to the Games, which kicked off earlier in the spring. The brand is now driving further interest in The Games with its ‘Born to Support’ packs. “This combination creates a confident, evocative pack design that is reinforcing Irn-Bru’s relationship with the largest event ever to be staged in Scotland,” says Troy. “With excitement for Glasgow 2014 continuing to build, consumers will be actively seeking products which enable them to show their support for this momentous event.
The new eye-catching packs are driving traffic to soft drinks fixtures throughout Scotland.” The special logo appears on two-litre (Plain & PMP), 500ml (Plain & PMP), 4x330ml PMP, 8x330ml Standard and 18x330ml Standard packs. From this month, Irn-Bru will also be launching the third and final design in its series of limited edition Irn-Bru 330ml single cans. The first two cans focused on key sporting characters from the brand’s history. The third can brings the celebration of Irn-Bru’s sporting heritage right up to date with the combination of the Glasgow 2014 logo and Irn-Bru’s iconic ‘molten man’. “Shoppers love special packs from Irn-Bru’s and we have had a great response from our first two special pack designs,” says Troy. “Retailers should stock up to meet the demand for the eagerly anticipated final chapter of our special pack series.” AG Barr has brought the fast growing Barr brand into the spotlight with a range of special 330ml cans, 500ml PET and two-litre PET packs. Featuring the Glasgow 2014 Commonwealth Games logo, the packs are drawing shoppers’ attention to the soft drinks fixture. “The special packs are providing a strong platform for retailers to forge even closer links with their shoppers in this momentous year and will drive sales around Glasgow 2014,” concludes Troy. It’s not only soft drinks that will be doing their bit during the Game.
With refreshment of another type high on the agenda of many spectators, Glasgow 2014 appointed Heineken as its Official Beer & Cider Provider for the Commonwealth Games. The agreement will see Heineken join the Glasgow 2014 sponsor family and provide beer and cider options for sale to spectators at licensed bars within official Games venues. Heineken Beer and Bulmers Cider will be available through licensed bars in competition venues, which will makes the brands front of mind for many people attending the Games and watching subsequent events at home. Heineken has a strong record of supporting sport, having undertaken a similar role at the London 2012 Olympic and Paralympic Games along with its longer term links to the UEFA Champions League and the Rugby World Cup. John Gemmell, Heineken Trading Director for Scotland and North East, added: “We are delighted to be officially associated with the Games and will be working hard to help create a spectator experience second to none. We have been chosen for our significant experience in this area and for our popular brand portfolio.
For adult Games visitors, the opportunity to enjoy a cold beer or cider while watching world class sport, or with a meal, will add to the quality service offering and choices available at venues. Furthermore, we have a strong record in promoting moderate consumption and will be working with the Games organisers to ensure that the Games are a safe, secure and enjoyable experience for all.” As befitting an event held in Scotland, an Official Whisky was announced just last month, with The Famous Grouse stepping onto the podium. The announcement coincided with Homecoming’s Whisky Month, which sees events taking place across Scotland to celebrate Scotland’s national drink.
