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08/05/2021

Olympic Sponsors Get Spotlight at Meijer

Cyndi Loza
Managing Editor, Member Content, P2PI
Cyndi Loza profile picture

Meijer is tying in to the excitement surrounding the Tokyo 2020 Olympic Games by giving the stage to U.S. Olympic and Paralympic sponsors Mondelez International, Coca-Cola Co., Hershey Co. and Procter & Gamble.

In stores, a spectacular from Coca-Cola commands attention, activating the CPG giant's sponsorship. Spotted in a Meijer store in Champaign, IL, the Coca-Cola spectacular includes 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 depict four-time U.S. Olympic medalist Simone Manuel and U.S. Paralympic medalist Roderick Townsend below a "victory tastes better with Coke" message. 

a display in a store

In other Olympic Games activity: 

  • A stanchion sign positioned in store entrances communicates a "There's no US without U" message while encouraging shoppers to "rally for team USA and support brands that rally for them," depicting logos for P&G, Coca-Cola, Mondelez International's Nabisco and Hershey's Reese's. 
  • A feature in the retailer's Aug. 1 circular mirrored the "there's no US without U" message, activating the sponsorships of Coca-Cola, Nabisco and Reese's. 
  • An endcap display from P&G's Gillette Venus depicts a surfboard while spotlighting professional surfer Carissa Moore, positioning her as a U.S. Olympic "hopeful" (now gold medalist). 

Elsewhere in stores, manufacturers such as Beam Suntory and PepsiCo are tying into the summer season with attention-grabbing displays at the mass merchant. (See "Related Updates" below.)

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