Olympic Sponsors Get Spotlight at Meijer

Cyndi Loza
Managing Editor, Member Content, P2PI
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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.)