Perfect Promo The Multi-Channel Campaign That Scored Big Down Under Super Bowl tie-in helps U.S. beer brand break through the Aussie market. Arid Zone (PPAI 153817, International) teamed up with liquor distributor Good Drinks Australia to raise the profile of Coors Beer in bars, pubs and clubs throughout Australia during the 2024 Super Bowl. With a budget of $120,000, the campaign introduced six branded gift-with-purchase items aimed at more than 30,000 men ages 18-45. Giveaways included 22,000 trucker caps, 2,300 replica NFL jerseys and 500 NFL balls, all prominently branded with the Coors logo. To strengthen the Super Bowl connection, Good Drinks supplied 2,500 tabletop games to participating venues and set up oversized inflatable NFL throwing targets for halftime entertainment. Posters, videos and paid social media adds rounded out the campaign. With 180 venues participating, the campaign exceeded goals thanks to the strategic selection of promo merchandise that aligned with the event and strongly resonated with the target audience. Introducing a lesser-known U.S. beer to a crowded Australian market was a challenge, but linking Coors with the Super Bowl proved to be a winning approach. 92 • NOVEMBER 2025 • PPAI
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