British Pride
Mondelez International Inc.’s Cadbury Dairy Milk bars launched a “Keep Singing, Keep Team GB Pumped” campaign in 2011, aiming to capitalize on national support of Team Great Britain. The seven-month musical support for British athletes was part of Cadbury’s 2012 Olympic Games sponsorship.
“While it’s always been a tactic relevant to some marketers and some audiences, the election spotlight is going to make it more enticing for many marketers to try,” Adamson said.
That doesn’t mean it will work. For Bud, the packaging will give them a short term bump, but it won’t solve bigger problems, he said.
“It’s an interesting promotional idea for them, but I don’t think it’ll change the long-term challenge they have in fending off the huge number of craft beers that are eating their lunch,” he said.