Utilizing the social aspect of sports, brands correlate drinking with pride
Implications - Sporting events are inherently social for players and viewers, as is the act of drinking, which are being married by brands in a bid to ritualize consumption. This utilization of social momentum surrounding sports events like the World Cup satisfy a consumer need for lifestyle accommodation and the uniting of fans around a common cause.
Trend Themes
1. Social Ritualization of Consumption - Brands utilize social momentum surrounding sports events like the World Cup to ritualize consumption and satisfy a consumer need for lifestyle accommodation and the uniting of fans around a common cause.
2. Real-time Marketing - Brands capitalize on real-time opportunities, such as the biting incident with Suárez, to connect with consumers and offer relevant and on-trend products.
3. Interactive Packaging - Brands engage consumers and enhance experiences through interactive and innovative packaging, such as augmented reality bottles and ice block beer packaging.
Industry Implications
1. Alcohol and Beverage Industry - Alcohol and beverage brands are capitalizing on the marketing opportunities presented by the World Cup, enhancing and personalizing products to appeal to consumers around the globe.
2. Sports and Entertainment Industry - The World Cup impacts not only the sports industry but also the entertainment industry, as brands join in on the fun and excitement of the competition to connect with consumers and promote products.
3. Advertising Industry - Brands are utilizing new and creative advertising strategies to promote their products and capitalize on real-time events, such as social media and interactive packaging.
