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Brewer bigs-up Beautiful Game in boozers
Molson Coors has unveiled its Be Part Of It 2010 campaign, which gives pubs the tools and support they need to score during the World Cup.
Two different kits will be available from May both designed to help drive more footfall, keep customers staying longer and add more value for drinker during the summer season.
The Match Planning Kit is a three-part pack enabling licensees to plan, promote and activate match days during the World Cup and includes a World Cup match planner, external banner, upcoming games empty belly posters, a World Cup Quiz kit and pint carriers.
Meanwhile the Choose Your Colours kit encourages pubs to run offers and activity linked to teams other than England using Molson Coors’ portfolio of great world beer.
To get pubs started, the brewer has included Mexico (Sol), Holland (Grolsch) and USA (Coors Light) items, but has also given licensees the opportunity the select their own team.
Steve Ellis, sales director Molson Coors (UK) said: ‘We all know that World Cup tournaments are events that get light and lapsed customers back into pubs but the window of opportunity is narrow.
"The group stages see significant uplift in interest and consumption around England games. But if England are knocked out, interest falls so we have created kits and activity that help our customers make the most out of the World Cup, although my money’s on England making the final!’
Ben McFarland, 16.04.2010