Maxxium targets footie fans

04 June, 2010

Maxxium UK is teaming up with Asda to launch a World Cup themed multipack of Jim Beam & Cola.

The outer case features the black and white hexagonal design of a football to encourage consumers to drink Jim Beam & Cola while watching matches on TV at home.

The pack contains 12x33cl cans and has a recommended retail price of £21.

According to independent research by Him research company, 48 million adults are planning to watch the football tournament, viewing an average of 21 games each.

Of these, 60% are intending to watch the games at home, with 80% saying they will change their spending habits on drink during this time.

“By linking with the beautiful game, we will help create theatre around the World Cup in store and create on shelf stand out, enabling retailers to get their fair share of the football spend,” said Maxxium UK’s brand manager for Jim Beam Andrea Johnstone.

Jim Beam & Cola has an abv of 4.6% and is targeted at 18 to 30-year-old men.




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