Pyramid Awards | Client Promotions | Must Read Consumer Programs Gold Winner Arid Zone Arid Zone partnered with liquor distributor Good Drinks Australia to raise awareness and ultimately increase sales of Coors beer in bars, pubs and clubs throughout Australia during Super Bowl 2024. With a budget of $120,000, six branded gift-with-purchase items were produced targeting more than 30,000 males aged 18-45. Products included 22,000 Coors-branded trucker caps, 2,300 Coors-branded replica NFL jerseys and 500 Coors-branded NFL balls. Good Drinks further promoted the connection between Coors and the Super Bowl by distributing 2,500 tabletop games to the venues that doubled as point-of-sale drivers. Large Coors-branded NFL inflatable throwing targets were used during halftime to generate interaction with consumers. Good Drinks also promoted the campaign with various point-of-sale posters, video and social media ads. With 180 venues participating, the campaign exceeded its objectives thanks to the strategic selection of promo merchandise that aligned perfectly with the event and strongly resonated with the target audience. Silver Winner BAMKO Bush Brothers and Company, producers of Bush’s Baked Beans, wanted to generate fresh excitement and attention for the pantry staple. Its goal was to create a promo item that was long-lasting, functional, humorous and kept the brand top of mind with consumers. That’s where BAMKO came in. A limited-edition can opener was designed that featured a custom football-shaped handle and memorable catchphrases from well-known former NFL player and media personality Peyton Manning. Within just an hour of launching the campaign, all 5,000 can openers had been claimed, highlighting the incredible enthusiasm and demand for this specialty item. PPAI • MARCH 2025 • 47
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