Perfect Promo A ‘Winning Pour’ Leads To Record Coors Sales See how Arid Group’s strategic Super Bowl LVII campaign for Coors boosted venue activations by 114%, driving record-breaking sales. Arid Group (PPAI 153817, International), a distributor based in Melbourne, Australia, shone in its Super Bowl LVII activation campaign for Coors, where its team’s strategic planning took center stage. Collaborating with Good Drinks Australia, Arid Zone tackled the challenges of changing distribution rights to deliver remarkable results. The Arid Group team meticulously crafted a unique product lineup, featuring replica NFL helmets, trucker caps and jerseys, to stand out in a competitive landscape. The campaign, which launched across 193 venues nationwide, led to fans consuming over 105,000 Australian schooners (that’s beer glasses) of Coors in a single day. The campaign exceeded the client’s expectations, with an impressive 114% increase in venue activations and a remarkable 157% overall increase compared to 2022. The program’s gift-with-purchase aspect and visibility items increased sales, generated interest and resulted in a new local record of Coors consumed in a day – up 92%. 94 • JANUARY 2025 • PPAI
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