The merch items have been a key highlight on site – Stella items were unmissable and we were very pleased with the quality of items
- Stella Artois Brand Manager UK&I
The brief
Stella Artois, the official beer of Wimbledon, encouraged consumers to enjoy a refreshing glass of their beer during the renowned tennis tournament, as a key element of their 'Perfect Serve' campaign.
In support of this campaign, and as part of their 'Summer of Sport' initiative, ABI tasked adm with creating limited-edition merchandise giveaways (GWP) and point-of-sale displays to boost campaign visibility and foster customer loyalty leading up to and during the tournament.
Client:
AB InBev
Sector:
Beverages
Solutions:
Merchandise, design, procurement
Region:
EMEA
Share:
What we did
Merchandise that went viral
For the initial launch of the 2024 campaign, 30,000 ‘Perfect Serve’ caps were produced as a gift with purchase campaign for CO-OP, alongside CTU retail displays.
The cap went viral on social media, with over 1 million views on TikTok, and as a result, ABI sought to expand merchandise for the event itself.
Alongside caps, umbrellas, picnic blankets & tote bags were created.
Outcome
Unmissable and high quality
In the five weeks leading up to the Wimbledon Championships, adm quoted, produced, and shipped over 50,000 units to be used during the two-week tournament. This included 40,000 caps, 1,000 picnic blankets, 4,000 umbrellas, and 8,000 tote bags, all of which were delivered on time for the event.
The branded merchandise not only became a TikTok sensation but also showcased exceptional quality, significantly boosting brand awareness for the Perfect Serve campaign throughout the tournament and its surrounding activities.
