Anheuser-Busch, Pepsi & Doritos Team Up For In-Store Super Bowl Marketing

Details on some interesting teammates from AdAge:

In an internal memo sent by A-B InBev to distributors that was obtained by Ad Age, the brewer refers to the program as a "National Big Bet." The memo also shows a "save up to $8" coupon next to images of Bud Light, Doritos and Pepsi (with a mail-in rebate). "We have always worked with cross-merchandising partners in the past, but for 2013...all three [brands -- Doritos, Pepsi and Bud Light] are trying to work together to have flawless execution at retail," an A-B InBev distributor told Ad Age. He noted that the arrangement requires coordination between three sales and delivery teams.

One image of an in-store sign shows two bags of Doritos, two bottles of Pepsi and two bottles of Bud Light, along with the Super Bowl Logo. The caption reads: "Super Bowl. Super Team. Super Party." The partnership takes PepsiCo's Power of One efforts a step further. In the last year, it has stepped up efforts in that area, with a summer campaign promoting Mtn Dew alongside Doritos and Lay's with Pepsi.
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