PromotionalReflections_SuperBowl_2011

Promotional Reflections

The Other Side of Super Bowl Promotions

Published February, 2011

Page 2: Overview
Page 3-6: Ad Covers and Regions
Page 7-8: Top Promoters
Page 9-10: Ad Support
Page 11-12: Ads through Imagery
Page 13-14: Ad Strategy, Facts & Survey
Page 15: Methodology

Promotional Reflections

The Other Side of Super Bowl Promotions

What You Need to Know...
Key Findings on Super Bowl Promotions

• Top promoted Super Bowl categories include in-store deli platters, dips, and condiment
• Many of the top promoted brands are ingredients for home-made dips, salsa and chili.
• Walmart’s Pre-Super Bowl circular included more promoted products than any week outside of Nov-Dec.
• Private Label share of food ads drops to its lowest level for the Super Bowl.
• Very few CPG players run Super Bowl TV spots

- 4 traditional CPG companies in 2011 vs. 8 in 2010
• Super Bowl TV commercials can drive spikes in internet searches – but only for a week or two.
• In many cases, TV spots are not supported at retail.

Opportunities for Next Year

o Coordinate your brand’s Super Bowl campaign across retailer ads, FSI’s, TV (if appropriate), and web-based
promotions. Some brands ran TV Spots without increased retailer support. Many retailer ads showed Pepsi
without Pepsi Max or Mars candies without Snickers.

o On game day, grocers can feature their in-store delis with ads for fresh platter and dips. Weeks before the
game, let shoppers sample your dips and platters while waiting in the deli line.

o Retailers can create margin opportunities on game day as last-minute shoppers may focus more on
convenience and less on pricing.

o Leverage the Super Bowl TV spots of your competitors. Let them drive tra c to the category where your
brand is supported with post-game coupons and retail feature ads. Most TV spots are announced in advance.

o Don’t wait for the Super Bowl. Snack and beverage brands can drive sales by promoting throughout the play
o s and college bowl season.

Is the Super Bowl a Real Holiday?

Weekly Number of Supermarket Print Circular Ads Pre- Pre- Pre-
from Major Grocers - Calendar 2010 Thanksgiving Xmas Super
Bowl
Pre- Pre- Pre-
Easter 4th of July Labor Day

Pre-
Mothers Day

Spike in Grocery Ads
Day O Work
Pigging Out

It’s a Holiday!!!

Source: ECRM, Weekly Ads (Brands Counts) for U.S. Supermarkets

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Promotional Reflections

The Other Side of Super Bowl Promotions
Supermarket Circulars Promoting Super Bowl Themes on the Cover

Game Day Promotions - Ads Running on Sunday, 2/6/2011

Food Emporium, Back Page A&P, Pages 8-9
Safeway Banners Cover

Pathmark, Cover Few retailers run
ads on game day.
Acme, Cover This could be a
missed margin
opportunity for
retailers to focus
on convenience
over pricing.

Page 3

Promotional Reflections

The Other Side of Super Bowl Promotions

Top Promoted Food Categories Skewing Super Bowl Week

Fresh Deli Dips&Spreads Super Bowl Share of Annual Print Ads
Fresh Prepared Platters/Trays
8.0%
Valentine's Candy
Shelf Stable Salsa & Dips 7.2%

Refrigerated Dips Reads: 8% of circular ads for deli 6.0%
Barbeque/Steak Sauces dips & spreads ran on the week 5.9%
prior to the Super Bowl. Average 5.6%
Mustard week = 1/52 = 1.9% of the year. 5.4%
Nuts
5.1%
Fresh Avocados
Ketchup 4.8% Super Bowl ads are
4.7% dominated by snack
4.6% and condiment
products.

Source: ECRM, Circular Print Ads (Counts) for U.S. Supermarkets, Week Ending 2/5/2011 Vs. 52 Weeks Excludes Some Smaller Categories

Party Platters Allow Retailers to Di erentiate

80 major supermarket banners ran
Super Bowl ads for party platters.

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Promotional Reflections

The Other Side of Super Bowl Promotions

Top Retailers Focused on Super Bowl Week

Super Bowl Share of Annual Ads

Walmart-US 5.8%
Kerr Drug (NC)
3.7%
Hy-Vee
Family Dollar Re ects all ad counts 3.6%
– not just related
OfficeMax food categories. 3.5%
Copps (WI)
Coborn's (MN) 3.5%
Shoppers (MD)
3.2% Walmart’s Pre-Super Bowl
Food Lion 3.2% circular included more
Pavilions (CA) 3.1% promoted products than
2.8% any week outside of
Nov-Dec.

2.7%

Source: ECRM, Circular Print Ads (Counts) for U.S. Supermarkets, Week Ending 2/5/2011 Vs. 52 Weeks Excludes Some Smaller Categories

Mass Merchandisers use the Super Bowl to Promote TVs and Snacking

2011 Cover Pages

2010 Cover Pages

Page 5

Promotional Reflections

The Other Side of Super Bowl Promotions

Super Bowl Circulars by Region

Phoenix, AZ Seattle, WA Los Angeles, CA Portland, OR

Safeway Print Circular, Baltimore, MD Denver, CO

January 23, 2011
Example: Bud Light is pictured in only 3 of
these 6 covers.

2011 Super Bowl in Canada Zellers, 1/30/11 Pharma Plus Drugmarts,
2/6/11
Loblaws 2/6/2011

Walmart Canada, 1/30/11
Print circulars from Canadian retailers also include Super Bowl Tie-Ins.

Page 6

Promotional Reflections

The Other Side of Super Bowl Promotions

Top Promoted CPG Manufacturers Focused on Super Bowl Week

Super Bowl ShSaruepofeArnnBuaol Awdsl Share of Annual Ads

Paramount Farms 5.1% 14.9%
H.J. Heinz Co. 5.1%
Crowley Foods 5.0% Pistachios
4.4%
Johnsonville Sausage 4.3% Dairy
T. Marzetti Company 4.2%
Georgia-Pacific 4.1% Most of these companies are
Reckitt Benckiser 4.0% related to entertaining at home.
Pactiv Packaging 3.9%
Glaxo Smithkline 3.9%
Unilever
Hormel Foods

Source: ECRM, Circular Print Ads (Counts) for U.S. Supermarkets, Week Ending 2/5/2011 Vs. 52 Weeks Includes Major Manufacturers with 50+ Ads.

Top Promoted Brands Focused on Super Bowl Week

SSuuppereBrowBl SohwareloSf Ahnanurael Aodsf Annual Ads

Wholly Guacamole 19.2%
Wonderful (Pistachios)
Ro*Tel (Diced Tomatoes) 18.6%

Pace (Salsa) 11.1%
Hidden Valley (Ranch Dressing)
11.0%
Philadelphia (Cream Cheese)
Sabra (Dips/Hummus) 9.7%

Jose Ole (Frzn Mexican Snacks) 9.3% Many of the top
Claussen (Pickles) promoted brands
Miracle Whip 9.1% are ingredients for
9.0% home-made dips/
9.0% salsa/chili.
8.6%

Source: ECRM, Circular Print Ads (Counts) for U.S. Supermarkets, Week Ending 2/5/2011 Vs. 52 Weeks Includes Major Brands with 30+ Ads.

Fewer Private Label Food Promotions for Super Bowl Weeks

25%

20%

15% Super Bowl Super Bowl Private Label share of food ads
2010 2011 is lowest for the 2-week period
10% Super Bowl Super Bowl pre/post Super Bowl.
2009

5% Source: ECRM, Circular Print Ads Across Retailer Channels, Food Categories

Weekly Private Label Share of Food Ads Page 7

0%

Promotional Reflections

The Other Side of Super Bowl Promotions

Top Super Bowl TV Advertisers

Super Bowl TV Ad Spending 2001-2010

Manufacturer Spending 3 of the top 5 are
CPG players.
Anheuser-Busch InBev $235.0 Million
PepsiCo $170.8 Million

Walt Disney $70.8 Million

General Motors $61.1 Million

Coca-Cola $54.4 Million

Total: $592 Million

Source: Kantar Media, January 18, 2011

2011 Super Bowl TV Commercials for CPG Products vs. 30 Years Ago
VS.•
1981 2011

• 11 Beer Brands • 3 Beer Brands
Blatz, Budweiser, Lowenbrau, Budweiser, Bud Light, Stella
Michelob, Michelob Light, Artois
Miller Lite, Old Style, Pabst Blue • 3 Soft Drink Brands
Ribbon, Schlitz, Strohs, Stroh Pepsi Max, Brisk Iced Tea
Light Coca Cola
• 4 HBC Brands • 2 Food Brands
Anacin, Bu erin, Gillette Atra, Snickers, Doritos
Right Guard • 0
1 Soft Drink Brand HBC Brands

• 0 Coca Cola (Mean Joe Green)
Food Brands

Excludes hardware/electronics/auto parts

2010 CPG Super Bowl Advertisers

• Anheuser-Busch InBev • Dr. Pepper/Snapple – 1 spot for Dr. Pepper Cherry
- 5 spots for Bud Light • Mars – 1 spot for Snickers
- 3 spots for Budweiser • Unilever – 1 spot for Dove for Men
- 1 spot for Budweiser Select 55 • Diamond Foods – 1 spot for Emerald Nuts / Pop Secret
- 1 spot for Michelob Ultra • MillerCoors – 1 spot for Miller High Life
• PepsiCo – 4 spots for Doritos
• Coca-Cola – 2 spots for Coke 8 CPG Suppliers in 2010

2011 CPG Super Bowl Advertisers

• Anheuser-Busch InBev • Coca-Cola – Coke
- Budweiser, Bud Light, and •• Mars – Snickers
Stella Artois Other Retail Players
• PepsiCo - Best Buy, Groupon (online coupons)
- Doritos, Pepsi Max,
and Brisk Iced Tea Only 4 CPG Suppliers in 2011

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Promotional Reflections

The Other Side of Super Bowl Promotions

Super Bowl Newcomer: Stella Artois

$16.00 Average Feature Price Dominick’s, Hannaford, and Food
$15.00 Emporium were among the few
Jan-11 retailers promoting Stella Artois
Dec-10$14.00 on game day.
Nov-10 The Stella Artois Super Bowl TV
Oct-10$13.00Stella Artois spot allows Anheuser-Busch to
Sep-10$12.00Bud Light promote a much higher
Aug-10$11.00Budweiser price point.
Jul-10$10.00
Jun-10
$9.00 May-10
Apr-10
Mar-10$8.00
Feb-10
Jan-10 Source: ECRM, U.S. and Canadian Retailers
Across Channels
Average Feature Ad Price
12-Pack Bottles

Super Bowl Print Ad Support – Beer MillerCoors
Anheuser-Busch
Weekly Weighted Ad Block Counts

4th of July

Pre-Super Bowl print circular sup-
port was much lower in 2011 for
both MillerCoors & Anheuser-Busch.

Super Bowl Super Bowl Source: ECRM, Weekly Ad Blocks, U.S. and
2010 2011

Canadian Retailers

Super Bowl Print Ad Support – Chips

Super Bowl Weekly Weighted Ad Block Counts New Year’s Super Bowl
2010 4 Doritos TV spots in 2010 were Tostitos Bowl 2011
not supported with post-Super
Bowl print ads. Again, Doritos print ad support
does appear coordinated with
4th of July Tostitos TV spots.
Doritos

Source: ECRM, Weekly Ad Blocks, U.S. and
Canadian Retailers

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Promotional Reflections

The Other Side of Super Bowl Promotions

Super Bowl Print Ad Support – Candy

Super Bowl Weekly Weighted Ad Block Counts Super Bowl
2011
2010
Hershey Foods Halloween
Easter Mars Chocolate
Valentines Nestle Christmas The popular SnickersTV
ad was not supported
4th of July by retailer ads for Snick-
ers specifically. Mars
often promotes several
candy brands together.

Despite the Snickers TV spots, Source: ECRM, Weekly Ad Blocks, U.S.
Hershey get more Super Bowl and Canadian Retailers
ad support from retailers.

Super Bowl Print Ad Support – Soda

Coca Cola USA Weekly Weighted Ad Block Counts

PepsiCo
Dr. Pepper-Snapple Group

For 2011, Pepsi again fo-
cused on the week before
the game. However, very
few Pepsi ads leveraged
the Pepsi Max TV spots.

Super Bowl In 2010, Pepsi focused on pre-game Super Bowl Source: ECRM, Weekly Ad Blocks, U.S.
2010 retail support while Coke followed its 2011 and Canadian Retailers
TV spots with post-game print ads.

Game Day Pepsi Print Ads Only a few retailers like CVS, Pathmark, and
Ahold used images of Pepsi Max speci cally
Wasted opportunities for Pepsi Max tie-ins?

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Promotional Reflections

The Other Side of Super Bowl Promotions

What You Need to Know About GROUPON

•• Combines collective buying with social media to o er local coupons via email
Valued at $6 Billion in February, 2011
• Launched November, 2008
• 50 million subscribers Just one of several new ways
• 500 markets in 35 countries to promote online

• Groupon’s Super Bowl Commercial
- TV spot criticized by some, but helped to broaden awareness of this emerging
marketing powerhouse

Wisconsin grocers support their team with ROP ads in local papers

Pittsburgh grocers also ran local ROP ads for the big game

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Promotional Reflections

The Other Side of Super Bowl Promotions

Promoting a “Souper” Cause

www.SouperBowl.Org
Dallas Morning News
Jan-16, 2011 ROP Ad
Sponsored by several local Dallas grocers

In some cases, promoting local causes like this may be
a great alternative to “o cial” Super Bowl licensing.

FSIs Using Football Images - 1/24/2011

Note that the phrase
“Super Bowl” is
rarely used.

FSIs Using Football Images - 1/31/2011

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Promotional Reflections

The Other Side of Super Bowl Promotions
2011 FSIs Promoting Super Bowl Entertaining at Home

These ads target snacking and
entertaining without using football
images directly

Super Bowl Driving Google Searches

2010 Google Search Tra c for Super Bowl Advertisers

Budweiser Super Bowl commercials can drive
Bud Light huge spikes in Google searches, but
Snickers only for a week or two.
Dr. Pepper

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source: Google Trends

Alternative Strategy Page 13

P&G’s Old Spice Campaign

• Speci cally focused on Old Spice Body Wash
• Launched rst on Old Spice Facebook Page
• Loaded to YouTube on 2/4/2010 – BEFORE Super Bowl
• Strong FSI Support
• Expanded Campaign in July
• Overshadowed Super Bowl Ad by Other Men’s Body Wash

Promotional Reflections

The Other Side of Super Bowl Promotions

Super Bowl Facts or Fiction?

Several web sites o er “fun facts” on Super Bowl food consumption, but very few o er dates and reliable
sources. Here are few of the uncon rmed “facts” posted widely:

• Second-largest day of food consumption behind Thanksgiving• Most data on Super Bowl sales and
•• Top at-home party event - New Year’s Eve is #2 consumption is closely guarded –
Average Super Bowl party size: 17 not trivial at all.
20 million: Number of Americans attending a Super Bowl party.
• Consumed on Super Bowl Sunday:
- 28 million pounds of chips - 53.5 million pounds of avocados
- 4,000 tons of popcorn - 1 billion chicken wings
- 8 million pounds of Popcorn - 325.5 million gallons of beer
•• Sales of antacid increase 20% the day after Super Bowl.
5%: Percent of people who watch the big game alone.
• 40%: Percent of Super Bowl viewers who are not football fans.

Nielsen Reports on Beer & Snacks Top Super Bowl Snacks in $ Sales $700 MM
Top Holidays for U.S. Beer Sales: Total Snacks $185 MM
1. Labor day $146 MM
2. Memorial Day Potato Chips
3. Christmas Tortilla Chips $39 MM
4. 4th of July Popcorn (unpopped) $40 MM
5. Thanksgiving Pretzels $36 MM
Pu ed Cheese $22 MM
67. . SuperHalloween Bowl Corn Chips $12 MM
Rice Cakes $9.5 MM
SUPERVALU’s Super Bowl Survey Popcorn (popped) $190 MM
Total Crackers $129 MM
Total Nuts
Source: Nielsen Posting, 2/3/2011

2011 Top Super Bowl Foods/Snacks Where they plan to shop for Super Bowl food:

- Dips and Spreads 30% - Local Supermarkets 80%
- Chicken Wings 22% - Mass Merch or Club 42%
- Pizza 17% - Restaurant/Caterer/Deli 9%
- Salty Snacks 14% - Convenience Stores 5%
- Burgers/Brats/Hot Dogs 9%

80% plan to watch the game at home

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Promotional Reflections

The Other Side of Super Bowl Promotions

Methodology:

Source: ECRM, 12-Month Period Ending February, 7, 2011, U.S. and Canadian Retailers Across Channels

About ECRM

ECRM® provides business solutions by integrating process, vision and technology. Comprised of E cient Pro-
gram Planning Sessions, a powerful website, and MarketGate Application Suite™ software, ECRM® is helping
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lars, page, ad block & detailed line listing.

For additional information on ECRM and MarketGate Ad Comparisons, contact:

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[email protected] [email protected]
(847) 482-1793 (440) 528-0418

Or visit: www.ECRM.MarketGate.com

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