Beating the heat, preventing sunburn, barbequing and the Summer Olympics (every four years) are omnipresent messages at retail for the manufacturers and retailers of summer-related products. This year was no different, especially since the activity from Olympic sponsors such as Coca-Cola and Procter & Gamble appeared a year later than originally planned, thanks to the COVID-19 pandemic. Summer marketing messages appeared both online and in stores, starting back in May and continuing through August. Here’s a sampling of what Path to Purchase IQ editors found as they monitored activity at retail in various channels, including grocery, mass and drug. Path to Purchase Institute members can see many more summer-related activations in the image vault at P2PI.org.
U.S. Olympic and Paralympic sponsor Coca-Cola Co. tied in to the Summer Olympics with spectaculars at Meijer. The displays included corrugate signs depicting multiple Coke 20-ounce bottles, the U.S. flag and a bottle cap employing a “summer tastes better with Coca-Cola” message. Pole toppers also depicted four-time U.S. Olympic medalist Simone Manuel and two-time U.S. Paralympic gold medalist Roderick Townsend below a “victory tastes better with Coke” message.