Welcome to The Week in Consumer Packaged Goods, a weekly round-up for marketers from Quad Insights that covers the latest must-know news surrounding the CPG space.
Bud Light kicks off “Easy to Sunday” campaign to reconnect with American beer drinkers
Anheuser-Busch launched what it says is its biggest NFL campaign ever this week, following a 10.5% decline in U.S. sales in Q2. Through its “Easy to Sunday” campaign, Bud Light will “celebrate the traditions and rituals of real NFL fans across the country” through TV and digital ads, limited-edition Bud Light NFL team cans and a promotional sweepstakes, the company said in a statement.
The campaign is part of an effort to clarify the brand’s image and improve profits following fallout over its partnership with transgender influencer Dylan Mulvaney in the spring. “[It] features sports rituals that vary from team to team and state to state, and that aren’t associated with political identities or social causes,” reports Katie Deighton of The Wall Street Journal.
As part of the promotion, the brand is giving away 2,000 subscriptions to NFL Sunday Ticket as well as gift cards for merchandise on NFLShop.com.
Millennials drive growth in craft rum market
Growing at an annual rate of 5.5%, the global craft rum market is projected to be worth $2.5 billion by 2031 — an increase of $1 billion since 2021 — according to a new report from Transparency Market Research. Analysts say the surge is being fueled by an increase in the consumption of handcrafted spirits, particularly among millennials. “The data indicates a generational divide among rum drinkers,” notes Food Dive’s Chris Casey. “While older drinkers favor mass-produced rum, such as Captain Morgan and Bacardi, millennial drinkers prefer handcrafted and flavored options.”
Powerade launches first-ever college football campaign in strategy shift
Powerade announced a new campaign this week that will feature college football athletes from schools across the country. Called “It Takes More,” the campaign is the sports drink brand’s first foray into college football and comes several months after its March Madness debacle with NBA athlete Ja Morant; Powerade pulled that campaign after Morant was suspended by the NBA for social media videos in which he was brandishing guns.
In its shift to college sports, Coca-Cola-owned Powerade will feature athletes from Florida State University, Louisiana State University, the University of Southern California, the University of Georgia and the University of Iowa, where it has secured “sideline rights” — the ability to place its products on the sidelines during games. The campaign, which kicks off Sept. 3, will include digital creative, radio, social media and more throughout the football season. “The campaign’s spotlight will shine brightly on each of the universities’ unique traditions, providing fans with an evocative blend of nostalgia and anticipation,” writes The Sports Daily’s David Evans.
Product purchases among Gen Z driven by social media rather than TV
Social media is the greatest source of product discovery and the leading driver of packaged goods product purchases among Gen Z, with TikTok leading the way, per a report released this week by marketing company Tinuiti, Ad Age’s Jack Neff reports. The findings are based on surveys of more than 5,000 respondents across generations. (TV is the biggest driver of CPG purchases for Baby Boomers.)
As Neff notes, “The power of social media for Gen Z doesn’t necessarily mean buying media there to reach them … as the survey also found 85% of the generation’s respondents said they’ve bought CPG products in the past year on the recommendation of online influencers.”