It has been all change in the promotion rankings over the past month thanks to the
impact of a certain football tournament, says Alex Beckett
There has been a major reshuffle of the promotional rankings in the wake of the World Cup. The latest PromoDynamic data from Assosia shows that all but two of the top 10 promoting brands have changed position over the past month [4w/e 18 July].
It is no surprise that brands that had official sponsorship interests, such as Coca-Cola and Mars, recorded some of the biggest monthly increases in deals. But England's early exit also encouraged a host of other brands to upscale promotional activity, for a different reason. "It prompted heavier discounting among brands who wanted to shift excess stock," said Assosia MD Kay Staniland. "People were less likely to buy something affiliated with the team."
At the top of the table, Coca-Cola shot up four ranks with 164 promotions 24% more than the previous month. Compared with last year, the soft drinks giant had 33% fewer offers, though. "This is possibly down to having to share and fight for space among the other World Cup sponsors and supermarket own-label displays," said Staniland.
With previous top promoter Nestlé dramatically cutting the number of deals by 40% on the previous month and dropping from first to sixth place, the UK's most heavily promoted confectionery brand was Cadbury.
According to Nielsen data, confectionery sales did not benefit from the World Cup ['The Final Score: World Cup a bit of a non-event for grocery', The Grocer, 17 July]. However, Cadbury got a boost from the promotional uplift on Father's Day, said Staniland.
Meanwhile, as John Barnes reprised his rapping career to push the England-branded Mars bars, the chocolate giant leapt halfway up the table with 132 promotions, marking the biggest monthly increase on the table this month.
Rooted at third, Birds Eye offered the biggest year-on-year increase in savings and was the sole representative of the frozen category.
The number of deals on Walkers crisps dropped a significant 35.5% over the period despite its Flavour Cup activity.
More predictably, the number of deals on booze increased, accounting for 22% of all category promotions, up from 18% last year.
As Germany put paid to England's chances of progressing, Carlsberg reduced its deals by 6.2%, but Strongbow cider shot onto the table. The Heineken UK brand accounted for a whopping 47% of all cider promotions over the past four weeks up from 27% on the same period last year.
There has been a major reshuffle of the promotional rankings in the wake of the World Cup. The latest PromoDynamic data from Assosia shows that all but two of the top 10 promoting brands have changed position over the past month [4w/e 18 July].
It is no surprise that brands that had official sponsorship interests, such as Coca-Cola and Mars, recorded some of the biggest monthly increases in deals. But England's early exit also encouraged a host of other brands to upscale promotional activity, for a different reason. "It prompted heavier discounting among brands who wanted to shift excess stock," said Assosia MD Kay Staniland. "People were less likely to buy something affiliated with the team."
At the top of the table, Coca-Cola shot up four ranks with 164 promotions 24% more than the previous month. Compared with last year, the soft drinks giant had 33% fewer offers, though. "This is possibly down to having to share and fight for space among the other World Cup sponsors and supermarket own-label displays," said Staniland.
With previous top promoter Nestlé dramatically cutting the number of deals by 40% on the previous month and dropping from first to sixth place, the UK's most heavily promoted confectionery brand was Cadbury.
According to Nielsen data, confectionery sales did not benefit from the World Cup ['The Final Score: World Cup a bit of a non-event for grocery', The Grocer, 17 July]. However, Cadbury got a boost from the promotional uplift on Father's Day, said Staniland.
Meanwhile, as John Barnes reprised his rapping career to push the England-branded Mars bars, the chocolate giant leapt halfway up the table with 132 promotions, marking the biggest monthly increase on the table this month.
Rooted at third, Birds Eye offered the biggest year-on-year increase in savings and was the sole representative of the frozen category.
The number of deals on Walkers crisps dropped a significant 35.5% over the period despite its Flavour Cup activity.
More predictably, the number of deals on booze increased, accounting for 22% of all category promotions, up from 18% last year.
As Germany put paid to England's chances of progressing, Carlsberg reduced its deals by 6.2%, but Strongbow cider shot onto the table. The Heineken UK brand accounted for a whopping 47% of all cider promotions over the past four weeks up from 27% on the same period last year.
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