OB Beer Cass and Budweiser Launch Limited Edition Products Including 'Number Cass Package'
Coca-Cola Enhances Collectibility with 'Panini Sticker' Packages Featuring Son Heung-min
bhc and KFC Hold Chicken-Themed Events Predicting Game Outcomes
[Asia Economy Reporter Eunmo Koo] The '2022 FIFA World Cup Qatar,' held for the first time in winter and in an Arab country in its 92-year history, has officially kicked off. Although the food industry is more cautious than usual due to the Itaewon tragedy, it is launching marketing campaigns targeting the World Cup boom, such as demand for late-night snacks.
According to the food industry on the 21st, the most active players in this World Cup marketing battle are the official sponsors releasing various limited-edition products.
OB Beer introduced the 'Number Cass Package.' The Number Cass Package features large numbers from 0 to 9 prominently displayed under the Cass brand logo, allowing consumers to enjoy a unique number play, such as predicting match results. By scanning the QR code on the side of the product, users can access the Number Cass event page, where they can find six types of Number Cass mobile games, entertainment videos, and other content.
Budweiser, a beer brand from AB InBev that has partnered with FIFA for over 30 years, also released a limited-edition package last month emphasizing its status as the official World Cup beer. This limited package highlights Budweiser’s iconic brand emblem and the World Cup trophy. By scanning the QR code on the back of the package until the end of this month, consumers can enter a World Cup-related prize event.
Coca-Cola also launched a 'World Cup Special Package' using 'Panini stickers.' Sticker images of star players participating in the World Cup, such as Son Heung-min and Kevin De Bruyne, were applied to two types of PET bottles?Coca-Cola Original and Zero?to enhance collectibility and value. McDonald’s, also an official sponsor, released two new menu items called 'Pepperoni Pizza Burger,' designed to resemble a soccer ball.
Besides official sponsors, late-night snack and side dish products, essential for watching soccer matches, are also ramping up their marketing efforts. Since major matches are scheduled from evening to early morning Korean time, demand for late-night snacks is expected to be high. Leading the charge are chicken franchise companies. bhc Chicken is running a customer event called 'Korea Score Analysis King,' where customers predict the scores of the Korean national team’s group stage matches. KFC is also holding a win-loss prediction event, offering official World Cup balls and other prizes.
Additionally, KGC Ginseng Corporation is strengthening local marketing in Qatar, where the world’s attention is focused. KGC Ginseng Corporation is selling Jeonggwanjang red ginseng products in over 200 stores across key commercial areas in Qatar, including major chain stores such as the health food store 'Holland & Barrett,' the premium supermarket chain 'Al Meera,' the large French discount chain 'Carrefour,' as well as stores inside soccer stadiums.
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