AB InBev is making a play for Halloween sales with Budweiser ‘King of Fears’ party kits.
Packs containing a selection of spooky masks have rolled out to retailers and wholesalers including Budgens, Elbrook Cash & Carry, HiLine and Time Wholesale, with an eye to supporting a variety of promotional mechanics. In Budgens, for instance, kits will be given away free with each purchase of Budweiser’s 12x300ml SKU. In-store posters and shelf barkers are also available.
The brand will run a ‘King of Fears’ fancy dress shop at London’s Magic Roundabout space in Old Street from 27 to 29 October, featuring street food traders, a ‘slaughterhouse’ bar, and DJ performances from the likes of rock band Foals.
Budweiser is one of several booze brands spending big on Halloween this year. Concha y Toro’s flagship wine brand Casillero del Diablo has mounted its “biggest-ever” Halloween push, accounting for roughly 20% of the brand’s annual marketing budget. It has rolled out a swathe of in-store promotional materials and plans to host a “unique experiential event” in London on the day itself.
Meanwhile, Treasury Wine Estates’ 19 Crimes brand has rolled out promotional neck collars across all SKUs, and is promoting its recently launched augmented reality app, through which shoppers can see and hear the ‘rogue’ characters featured on its bottles.
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