The Euro football starts today and it is clear that there are very few gadgets and other goodies (small gifts) bearing the image of the Red Devils. For what?
You may have noticed in your supermarket that the marketing campaign around the Red Devils is rather “timid” at the moment. The biggest sponsors of the Devils have launched their advertisements. But, nothing to do with previous tournaments. As the Euro begins today, where have the jerseys, wigs, flags and armbands that were once distributed by the thousands gone? Some experts are talking about a new consumption model.
This is an observation that surprises even Benoît. A few days before the Red Devils’ first match, advertisements, gifts and competitions are practically non-existent.
This manager of a large store in Burenville has never experienced this before: “In other years, we used to receive goodies, jackets, necklaces, wigs. We remember Marouane’s wig, there is nothing more this year”.
6 years ago, many supermarkets were entirely decorated in black, yellow and red colors. So why have these gadgets disappeared from our shelves? We asked a retail expert the question. He puts forward a first explanation.
“The gadget side is seriously questioned. Firstly, because the cost has increased, secondly, because production has been questioned in terms of pollution, sustainability and health on certain types of products”analyzes Pierre-Alexandre Billiet, mass distribution specialist at Gondola.
And this reality is seen in many places. Often, there are only a few timid posters. To the great regret of Claudio, a big supporter of the Red Devils: “There is nothing around us, so it feels like it’s over. But, I hope that’s not the case.”.
“Given the results, in my opinion, people are watching a lot less”points out another man.
Has the excitement around our national team subsided? We decide to ask one of the main sponsors of the Red Devils.
“There are a lot of things that are no longer done in physical stores but rather digitally. For example, we have our application: the Coca-Cola app and consumers can win great prizes, like tickets for go see the Red Devils Yes, there is a change, that’s for sure, but we continue to offer a lot of things, it’s just in a different way.explains Aline Lemaire, the marketing director of Coca-cola Benelux.
This summer, major brands must also think about the Olympic Games which also generate a lot of money, without forgetting other sporting events and festivals. Choices will be obligatory in a context of ever more inventive competition.
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