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Jay Deutsch


Heads Up

Beer promotion scores big with help from

bobbleheads, courtesy of BDA, Inc.

Beer supplier Constellation Brands wanted

a way to increase in-store visibility and boost

sales for the Corona beer brand, so it turned

to longtime promotional partner Bensussen,

Deutsch & Associates, Inc. for a head-turning

idea. Jay Deutsch, CEO and co-founder

of BDA, Inc., shares how the Woodinville,

Washington-based distributor applied its

expertise in bobblehead promotions to turn

heads in the marketplace.


When Constellation approached BDA,

what were their goals for the program?

Constellation has been a client of BDA for

years, so when they decided they wanted to

increase Corona beer sales during football

season, they turned to BDA to create a

promotion to gain floor space in stores and

ultimately increase beer sales. The only

limitation was the fact that the promotion had

to be within a budget of $200 per bobblehead.


How did you come to select Jon Gruden

and bobbleheads as the focal point of your

product development? What was the process

like for obtaining permission to use his likeness,

and where were the bobbleheads produced?


[Former pro football coach and

current ESPN analyst] Jon Gruden is the

current spokesperson for Corona, so it

seemed only fitting to use him for this

promotion. Once we decided we wanted

to involve his likeness, we worked with the

Corona brand team to get his approvals.

BDA is the largest producer of

bobbleheads and we were on track to produce

3.8 million bobbles last year. However,

this is the first time we created a four-foot

bobblehead for in-store promotion which

makes it so exciting for consumers.

The bobbleheads were distributed to nearly

4,500 stores nationwide. Now, here’s the really

cool thing our team did. It typically costs up to

$350 to ship one of the Gruden bobbles across

the country. But by managing the distribution

ourselves, our team sent product to seven

different distribution points, bringing shipping

costs down to $55 per unit.


How long did the development of

the promotion take, from initial meeting

to delivery of product? How long did the

promotion run in stores?


The initial proof of the concept was

created in May 2015 and then we showed a

sample of the physical product at the national

Gold Network Summit (GNS) in March 2016.

And, as they say, the crowd went wild. As soon

as Constellation gave the green light on the

promotion we went into production from March

to June and the first deliveries were made in

July and early August. BDA has offices in China

that allow us to work directly with a factory for

some custom projects. The promotion ran in

stores for 30 to 60 days. The biggest lesson we

learned from this project is that we must plan

ahead. Even with a six-month lead time, we

maxed out production on nearly 4,500 four-foot

units and 15,000 seven-inch units.


Beer seems to sell itself pretty

well during football season, so how

did the bobblehead promotion affect

Constellation’s sales?


Beer is a crowded category,

and the success of this promotion brings

attention to the Corona brand during

football season. This promotion was all

about gaining share of eyes and having

something in a unique place with creative

displays. Constellation was also able to

drive this program throughout distributor

networks to drive share of market. The

never-before-seen, four-foot Gruden

bobblehead also generated a lot of organic

social media buzz. Corona was successful

in driving nearly 4,500 new placements this

season alone.