Category
Lifestyle
Barista Bottling
Trend cluster
Sporting
Consumption
Utilizing the social aspect of sports, brands correlate drinking with pride.
Category
4.0
Trend score
Trend
What is the Sporting Consumption trend?
Sporting Consumption: Sporting events are inherently social for players and viewers, as is the act of drinking, which are being married by brands in a bid to ritualize consumption. This utilization of social momentum surrounding sports events like the World Cup satisfy a consumer need for lifestyle accommodation and the uniting of fans around a common cause.
Trend themes
Themes within the Sporting Consumption trend
Three behaviours holding the trend together01
Social Ritualization of Consumption
Brands utilize social momentum surrounding sports events like the World Cup to ritualize consumption and satisfy a consumer need for lifestyle accommodation and the uniting of fans around a common cause.
02
Real-time marketing
Brands capitalize on real-time opportunities, such as the biting incident with Suárez, to connect with consumers and offer relevant and on-trend products.
03
Interactive Packaging
Brands engage consumers and enhance experiences through interactive and innovative packaging, such as augmented reality bottles and ice block beer packaging.
Industry implications
What the Sporting Consumption trend means for industry
Where the trend changes the playbookFor
Alcohol and Beverage Industry
Alcohol and beverage brands are capitalizing on the marketing opportunities presented by the World Cup, enhancing and personalizing products to appeal to consumers around the globe.
For
Sports and Entertainment Industry
The World Cup impacts not only the sports industry but also the entertainment industry, as brands join in on the fun and excitement of the competition to connect with consumers and promote products.
For
Advertising Industry
Brands are utilizing new and creative advertising strategies to promote their products and capitalize on real-time events, such as social media and interactive packaging.
Trend signals
Trend signals for Sporting Consumption
Trend score 4.0 out of 10, from popularity 64%, activity 49%, freshness 8%.
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Sporting Consumption trend
7 featured examples from Jun 19 to Jul 8, 2014Ice Block Beer Packaging
Brazilian Beer Skol Delivers Ice Cold Beer to Russian World Cup Fans
The beverage industry can explore ice block packaging as a disruptive innovation to offer a unique and refreshing drinking experience.
CategoryLifestyleBiting Bottle Openers
This Funny Bottle Opener is a Spoof on When Suarez Bites Chiellini
Online shopping platforms can quickly respond to trending events and offer products that appeal to a wide audience.
CategoryLifestyleKicky Beverage Cans
Jim Beam's Special World Cup Drink Packaging Celebrates Soccer
Beverage companies can leverage special edition packaging to create buzz and differentiate their products.
CategoryLifestyleSporty Soccer Beer Cans
Cruzcampo's World Cup Beer Cans Honor the Spanish National Football Team
Incorporating limited edition packaging and collectible promotions in the beverage industry can enhance brand value and customer engagement.
CategoryLifestyleWorld Cup Cocktail Depictions
Digg.com Came Up with an Informative List of World Cup Beverages
Exploring the native alcoholic beverages from different countries participating in the World Cup offers an opportunity for innovative product development and marketing strategies…
CategoryLifestyle
Interactive Wine Bottles
The Beso De Vino World Cup Wine Comes to Life with Augmented Reality
The wine industry may benefit from the use of augmented reality labels and social media promotions to engage with consumers and increase sales potential.
CategoryLifestyle
Spontaneous Beer Campaigns
Heineken's World Cup Decision Rewarded One Guy Who Said 'Yes'
Beer brands can use innovative and spontaneous campaigns to differentiate themselves in a competitive market.
CategoryMarketing
