Molson Coors, Walmart, Vallarta… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.
After a 30-year hiatus, Molson Coors is returning to the Super Bowl in 2023. And for the last 33 years, the event has been largely dominated by Anheuser-Busch InBev, who announced it was ending its 33-year deal with the NFL which made it the exclusive alcohol advertiser in the NFL. For the first time in more than 30 years, Molson Coors Beverage Co. plans to invest in official in-game advertising space during Super Bowl LVII. The company’s decision to purchase national advertising space during the game comes following the end of a beer category exclusivity deal in place since 1989. That pact effectively prohibited Molson Coors and other beverage and brewing companies from buying official in-game spots. With its commitment to invest in Super Bowl LVII, Molson Coors is the first major brewer to take advantage of end of exclusivity for 2023. The game, which will be played Feb. 12 in Glendale, Ariz. and broadcast nationally on FOX, is among the most-watched live television events in the world, often ranking as one the highest-rated U.S. programs of the year with some 100 million Americans tuning in. It’s also one of the most-anticipated advertising events of the year. “After years of finding creative ways for our brands to gain share of voice during the game, we’re proud to be the first new major brewer to sign on as an official Super Bowl LVII advertiser,” says Molson Coors Chief Marketing Officer Michelle St. Jacques. Despite being de facto locked out of national Super Bowl advertising, Molson Coors for the past several years has found other ways to elbow its way into the big game conversation. This year, Miller Lite became the first beer brand to open a branded bar in the Metaverse surrounding the game, and the year prior, it challenged consumers in a New York Times print ad to manually type the world’s longest browser URL for a chance to win a six-pack of beer.
Walmart is expanding Spanish search on Walmart.com. This month it started offering customers the ability to opt in or out of the translated query Here’s how it works: , Senior Manager, Product and , Senior Director, Product explain.
- A customer searches for “leche,” Spanish for “milk.”
- The search results page serves items based on the English translation of the word, displays a message informing customers of the translation and providing a one-click opt out.
- If the user opts out of the translation, the search results return products that include the word “leche,” like “dulce de leche,” in the title or description.
Walmart’s product managers add that “this experience enables customers to search in Spanish for over 600,000 of the most commonly ordered items, making their shopping experiences faster, easier and more convenient. This year, we will further optimize the Spanish experience, including the launch of predictive search and continual personalization and contextualization, with plans to launch a full end-to-end universal Spanish experience in the future. We have always focused on our customers, seeking to understand their needs, desires and wish lists. And we will continue innovating to meet customers where, when and how they want to shop.”
At this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at firstname.lastname@example.org.
T.N. Dickinson’s is partnering with TikTok sensation Sharpe Family Singers to showcase the multi-use benefits of the T.N. Dickinson’s Witch Hazel products for the family’s personal care needs and everyday skin irritations through the There’s T.N. Dickinson’s For That TikTok campaign. The musical family of six has created a fun and entertaining jingle highlighting all the ways T.N. Dickinson’s Witch Hazel is gentle, natural and effective for the whole family to be incorporated throughout the campaign. The There’s T.N. Dickinson’s For That campaign was designed for consumers to understand how T.N. Dickinson’s offers a wide range of multi-benefit products and uses the gentlest, most natural formulations possible through the Sharpe Family Singers jingle. Since 1866, T.N. Dickinson’s has stayed true to their commitment to natural clinical care by producing only 100% natural, clinical grade USP witch hazel.
Stor.ai, the end-to-end digital commerce solution for grocers, announced that it has partnered with Vallarta Supermarkets, a chain of grocery stores located across Southern California, to implement its platform in Vallarta stores. Vallarta will use stor.ai’s ecommerce and picking platform to support their stores in deploying advanced online shopping, delivery and fulfillment solutions. Online grocery shopping has grown exponentially in recent years, but retailers are still grappling with the question of how to deliver cost-effective and profitable ecommerce to keep pace with customer expectations. Stor.ai helps grocers respond to today’s fast-evolving ecommerce landscape, helping retailers keep up with customer demand and offer an expanded range of digital services, while also preserving their unique brand identities, customer data and margins. Stor.ai’s partnership with Vallarta aims to ensure that Vallarta can provide the online services that customers want and need while mitigating the risks of relying solely on third-party ecommerce providers.