STI-Group: A Kick-off Toast with Paulaner

The 5+1 World Cup pack from Paulaner offers football fans a ‘hassle-free, all-inclusive package’, be…

The 5+1 World Cup pack from Paulaner offers football fans a ‘hassle-free, all-inclusive package’, be it for public viewing or for a cozy sit-down with friends. In addition to the five Paulaner Hefe-Weißbier (wheat beer), the promotional pack also includes a Paulaner football beer boot with proper glass cleats. The patented novelty with sophisticated detailing, the first of its kind in the world, has the potential to become a cult object.

The promotional pack and the accompanying display placement were created in collaboration with the STI Group. The promotional pack will be available as a limited edition pack in retail from the end of April onwards. The feedback from retail so far has been so positive that Paulaner has already scored the first goal with this winning combination of Weißbier and football beer boot, robust packaging and the football World Cup.

The packaging with a punched-out window provides a view of the Paulaner football beer boot; the integrated handle encourages shoppers to reach out for the pack. Moreover, the shape of the packaging ensures good stackability and offers ideal protection of the products. A corner poster in the shape of a beer boot, which conspicuously links the themes of football and beer, acts as an eye-catching placement, making it clearly visible from a distance.

The separate placement of products for special occasions is also appreciated by shoppers. About 50 % of customers favour occasion-based themed placements that turn the focus on seasonal products. This was the finding of a consumer survey conducted by Ipsos Observer, on behalf of the STI Group in February 2014 to identify the preferences of shoppers with respect to spaces designated for in-store promotions.