The Promo Column
It’s time for kick off. The FIFA World Cup 2018 in Russia is finally underway, so let the marketing commence. Promotional products commentator, Stuart Derrick, reports.
Promote in the sun A
ll around the UK, and the world actually, bunting manufacturers will be sitting back and looking at their work in quiet satisfaction as bars, restaurants, and public spaces are festooned with football-related paraphernalia.
Brands too are getting involved, although some may not be as well known to us here in the UK as weʼre used to. FIFAʼs well-known problems of recent years have meant that some of the big names associating themselves with the beautiful game, may not be so familiar, unless youʼre from Beijing. Traditional supporters like Sony, Johnson & Johnson, and Castrol may have absented themselves, but this has freed space for Chinese brands like diary brand Mengniu, mobile phone company Vivo, and Yadea, which makes electric scooters. Team Dragon didnʼt even qualify, but it hasnʼt stopped Chinese brands splurging on World Cup ads.
Big campaigns
One brand you will recognise is Budweiser, which promises to ʻLight up the World Cupʼ with its biggest ever commercial campaign. An epic film features a fleet of rather sinister drones carrying bottles of the beer from its brewery in Missouri to spectators around the globe, including in the Luzhniki Stadium in Moscow.
Cricket Cooler
Budweiser red light cup
Fingers crossed
During our long and hot summer – fingers crossed – weʼll also be in need of alternative forms of hydration. With the increasingly anti-plastic tone of public discourse, the humble disposable water bottle has come in for a bit of a shoeing. Of course, there are plenty of great reusable bottles that we feature
regularly in this column, but what about events where you want to provide a lower cost – for the
organiser and the planet –
drinking option?
Budweiser also has a neat twist on the campaign to interact with fans closer to home. It is distributing eight million Budweiser red light cups globally, which contain audio detectors and LED lights that glow brighter when the sound level increases. So, the louder you cheer for En-ger-land, the more hysterical the drinking vessels become. Awesome! You
| 44 | July 2018
Step forward Just a Drop, which can provide eco-friendly promotional water products. The company, which manufactures in Britain, has launched a full range of alternative water products including refillable bottles, water in Tetra Paks, cans and an easy to tear water bag holding 250ml for use at marathons or other events. While weʼre all outdoorsy, donʼt forget your coolers for ensuring drinks are at the perfect temperature for consumption. Our good friends at Promo Brand have the perfect item to hand for the job and it doubles as a seat. The branded cooler can take print of up to four colours and folds flat for storage when empty. Or, with the cricket season also getting into swing, how about the fantastic Cricket Cooler? Invented in cricket-mad Australia, the product combines a hard sided cooler trolley that holds a generous 33l of tinnies, with a folding handle that doubles as a set of stumps. It even has a
can pick them up at Bud events around the country and on special Budweiser packs in ASDA stores. A Bud Bot chatbot the UK offers a range of tools to augment the fan experience, from providing a platform to vote for the official man of the match, to offering home deliveries of Budweiser – probably not by drone unless you want to drink very slowly. It also provides an entry route to win a bunch of Bud merch, including clothing and soccer balls. A Bud Boat will make its home on the River Thames, hosting screening parties, DJs and bars for football fans in London.
Bluetooth sunglasses from Desktop Ideas
built in bottle opener, drainage tap, and cup holders. Did I mention that you can sit on it too? What an all-rounder. Howzat for innovation?
Great branding
And how about this? Bluetooth sunglasses! No, its not an episode of the Jetsons, these bins are for real. Tech gadget specialist, Desktop Ideas, is distributing them. Providing a two-in-one combination of bone conduction and Bluetooth technology, the glasses buzz stereo sound right into your skull. Blimey! They have an IP67 waterproof level which means they can be dropped into a metre of water for up to half an hour and still work. The comfortable ergonomic design and double noise-cancelling microphones allow handsfree calling making these glasses and headphone in one a must-have. Needless to say, they offer great branding options too.
Printed gliders from Inspire Promotions
Finally, this month, a reminder of simpler times and recreations. Before we had drones, we had gliders, and theyʼre still with us, in the form of these self-assembly polystyrene toys by Inspire Promotions. The lightweight items are guaranteed to make your message fly, they promise, and are perfect for outdoor events or as mailers.
Each plane is supplied in a custom- printed envelope and the plane and envelope can both be printed full colour. The manufacturing process laminates gloss paper to polystyrene, so print possibilities are endless. Custom shapes can also be produced but this will incur a cutter cost. Minimum order is just 500 items – chocks away!
www.printwearandpromotion.co.uk
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