Stacks of opportunities! Are you making the most of cross-promotional campaigns?

Make no mistake, the festive season is the busiest time of the year and it can leave many shoppers floundering as they make their way through a sizeable Christmas list of ‘must-have’ items.

Of course, kids are often the biggest culprits as parents frantically search for the latest ‘blockbuster’ video game.

The major franchises, like Fifa, Call of Duty and Assassins Creed, retain such a loyal following that people queue for hours on end to get their hands on a latest release. It makes sense for food and drink manufacturers to cash in on the excitement surrounding a new launch and/or collaboration.

Fida Hussain, general manager at Bestway Brighton, admits that sales spike “significantly” when a product is being promoted on TV or via digital platforms.

He explains: “At Bestway Brighton, we always look to push the brands that are backed by big marketing campaigns. Shoppers are often enticed by products which are front of mind, so we try to stay ahead of the curve and make sure our range reflects latest market trends.”

Monster Energy, which is distributed by Coca-Cola Enterprises (CCE), has once again teamed up with Activision Publishing to offer fans the chance to win double experience points (gaming currency) for use in Call of Duty: Black Ops III Zombies mode, ‘Shadows of Evil’.

The on-pack promotion, which runs until the end of March, features on single and multipack cans and offers consumers a guaranteed win every time.

CCE’s sales force is actively encouraging retailers to stock up to take full advantage of the additional sales the promotion will drive.

But it’s not just the popularity of video games that retailers and wholesalers need to be mindful about. Many blockbuster movie releases are announced well in advance, with the intention of drumming up as much interest.

Earlier this autumn, Heineken invested in a new integrated global campaign as part of its collaboration with Spectre, the 24th James Bond adventure.

A TV commercial, featuring Daniel Craig, is currently spearheading the brand’s largest marketing spend this year, with half a billion special-edition bottles of Heineken rolling out across the trade.

Craig Clarkson, category & trade marketing director – off trade at Heineken UK, comments: “Film partnerships are one of many integrated marketing campaigns created by Heineken, which also include sports and event partnerships, such as this year’s Rugby World Cup.

“Significant brand marketing campaigns offer unique opportunities for wholesalers to grow their sales by stocking ranges that are in the public eye.

“Franchises such as James Bond generate fantastic awareness and excitement around products and therefore drive sales of the brand for wholesalers and retailers. Wholesalers should make sure they stock up on these ranges to take full advantage of the halo effect created by TV adverts and wider marketing campaigns.”

Tel: Coca-Cola Enterprises (0845) 722 7222
Tel: Heineken 0131-528 1000