World Cup: Fifa, TVs & More

2022 FIFA World Cup brings good sales opportunities for various categories.

The second half of the year is traditionally strong in sales, as it brings together two important dates, Black Friday, and Christmas. In 2022, the holding of the FIFA World Cup in Qatar, starting on November 18th, is an additional stimulus for sales of various products.

By Dilnara Titara

A soccer fan, Brazilian makes this sport the most popular in the country. The FIFA World Cup awakens the fans’ passion, in addition to generating opportunities for brands to publicize their novelties. A Nielsen study shows that the purchase intention for the date is high, since most Brazilian consumers like soccer.

The research also identified a close relationship between shopping on Black Friday and watching soccer. According to the data, 87% of people who usually purchase products on that date like the sport. The study reveals that 54% of respondents who will save to buy on Black Friday are soccer fans.

TV, THE BIG STAR

The device, which will be the center of attention during the FIFA World Cup, has been performing well. In the first half of 2022, the category grew 5% in value and fell 1.1% in volume, compared to the same period of the previous year. Premium televisions
category, which are a trend, had sales 14.1% higher in value and 6.4% in volume, according to GfK data. See the brands and their products.

LG

Seus dois lançamentos, LG OLED evo C2 TV e a nova série LG QNED80 4K TV, como todas as TVs da linha 2022, têm o aplicativo Alerta de Esportes. Ele possibilita criar alertas, em tempo real, dos times e campeonatos preferidos, notificando o início da partida, quando o time faz pontos ou quando o jogo terminou. Os alertas aparecem na tela enquanto o usuário assiste a outros conteúdos no televisor. A série LG OLED evo C2 apresenta a alta performance da linha C, unida ao novo processador α9 (Alpha9) Gen5 AI, design redefinido com extremidades mais estreitas, que tornam a instalação na parede mais integrada, e painel LG OLED evo com aprimoramento no brilho e nitidez.

Na linha smart TVs QNED, a nova série QNED80 4K tem telas de 55”, 65”, 75” e 86” e resolução 4K. Possui filtragem de cores Quantum Dot e NanoCell e tecnologia de escurecimento LG QNED, que usa algoritmos de aprendizado profundo para mapear informações dos objetos e enviá-las aos blocos de escurecimento da retroiluminação. O processador α7 Gen5 AI também usa algoritmos de aprendizado profundo para visualização aprimorada. “Há uma expectativa no mercado para o aumento nas vendas de televisores, porque nos dias de jogos as pessoas gostam de reunir a família e os amigos em casa, e ter uma televisão de qualidade faz toda diferença”, diz Igor Krauniski, gerente sênior de produtos TV da LG do Brasil. A empresa programa ações fortes no ponto de venda e participará de campanhas com os parceiros varejistas.

AIWA

The highlight is the Smart TV AIWA 55” Android (AWSTV-55-BL-01-A). An Android TV 4K that provides colors, contrasts and detailing levels with cinema sound and image, through the Vision and Atmos technology. It has an ultra-thin 1.4mm bezel with a sophisticated design and visual immersion, Blue Protect, Chromecast built-in, HDR10 and Quad-Core processor with artificial intelligence. It has a remote control with voice command and Google Assistant. There are more than 10,000 apps available on TV.

The brand carries out specific actions for retailers and consumers, aiming to present its novelties to the market. Communication planning involves online and offline media, as well as partnerships with influencers and opinion makers. The new generation of AIWA products is being introduced to the Brazilian market, and the current factory, which was purchased from Sony, has production capacity to reach up to 18% of the market share, says Giovanni M. Cardoso, founder of Grupo MK. “Sales expectations are positive.”

AMAZON

The Fire TV family devices – Fire TV Stick Lite, Fire TV Stick and Fire TV Stick 4K – provide easy access o a variety of streaming services, high quality image and an interface that allows you to search and watch content on any TV set with HDMI. The 4K model is integrated with the voice remote with Alexa, which allows you to turn the TV on and off, volume control and access the information and entertainment features of Amazon’s artificial intelligence. It has support for Dolby Vision, HDR and HDR10.

The company seeks to improve the offer of services and features that its products offer and, recently, Globoplay became available to subscribers on Fire TV. “With this novelty, customers can watch the FIFA World Cup games with any of the models. With Amazon artificial intelligence devices, Brazilians will be able to have more information about the championship”, says Jacques Benain, general manager for Amazon devices in Brazil.

SEMP TCL

The new C735 and C835 televisions are coming. The first model is the largest available in Brazil, at 98”. It has 4K HDR resolution QLED panel. It was designed to offer a wide variety of entertainment experiences. Soccer fans can watch the games with an immersive experience thanks to the 120 Hz frequency panel and high image and sound resolution.

Last July, the company launched the action “Fans Towards Hexa” (Torcida Rumo ao Hexa), which will give away more than 160 units of the 65’’ TCL Mini LED TVs until December 18th. “SEMP TCL sponsors the arbitrators and the CBF men’s, women’s, and under-20 soccer teams, in addition to the player Rodrygo Goes, and has been increasing the production of televisions in the country. In 2018, we had a significant increase in sales of our products in Brazil, driven by the last soccer world championship. Therefore, we are confident. We believe
that we will see a similar movement”, says Maximiliano Dominguez, product director at SEMP TCL.

TOSHIBA

The brand’s big launch is the Toshiba X9900 OLED TV (TB018M), which offers 4K resolution, FreeSync, Imax Enhanced, Dolby Vision IQ, Bluetooth connection and Google Assistant voice command. It has the differential of being the only OLED to offer the Google TV platform. Sound quality is guaranteed by 10 speakers and 92 Wrms of power. The product supports HDR10+ and Dolby Vision Atmos.

The brand’s screens bring as a differential the fact that they are one of the fastest in opening apps, thanks to the company’s own CEVO processor – they open and start in up to a second. “For the date, we will bring a campaign with the presence of the former player Cafu, as ambassador, focused on To-shi-ba Magic, referring to the advertisements of the past with the connection with Japanese technology”, says Fernando Nogueira, screen director at Multi and Toshiba.

PHILCO

It presents the Smart TV Philco 55’’PTV55M80RCIBBL Roku TV UltraHD 4K D-LED, a dual voltage device with HDR10 technology, which brings better differentiation of light and dark tones, as well as contrast and sharpness of
colors. It has Dolby Digital sound, 5.1 channels of great intensity and high sound quality, Roku operating system, which makes it easier to find movies, series, open and on demand channels, Quad-Core processors and Triple Core graphics for high performance and speed.

“The category will have a new digital communication, valuing its attributes even more and getting closer to the consumer”, says Cristiane Clausen, executive director at Britânia and Philco.

To heat up sales for the FIFA World Cup, the brand launches the “Torcida Philco” (Philco Fans) campaign. Purchasing one of any Philco television, the consumer will compete for a PCX16000 speaker per day of competition, in addition to several fans kits, containing a beer cooler and a thermal cup for each game in Brazil. The campaign will be on digital, on national radios, at points of sale across the country and in actions with major influencers.

PHILIPS

The Philips 50PUG7907/78, Smart TV 50” 4K D-LED with Android TV and Ambilight technology has smart LEDs around the edge that respond to the action on the
screen and emit a glow that provides an immersive experience. It supports Dolby’s premium sound and video formats for HDR content to have high quality picture and sound. The product has as a differential the screen, almost without frame.

“We believe that there will be a growth in sales due to the two important events that will take place in the same
period, the FIFA World Cup and Black Friday”, says Bruno Morari, marketing and audio and video products director at Philips. The company will work with the Philips Electrifying Fans campaign (Torcida Eletrizante Philips) and with proposals for special conditions to retailers, especially in a period of high sales expectations.

SAMSUNG

The brand bets on the recent model of the Neo QLED 4K, which enters the Premium line as an option for the sporting event. The QN83B television is available in 55 and 65 inches and supports Dolby Atmos and Moving Sound technologies. It has 40 W of RMS power, 2.2 chan- nels of audio and a Mini LED technology panel with high brightness, accurate colors, and contrast. Its body, which is less than 2.7 cm thick, offers discreet edges, central support, and several exclusive gaming features, includ- ing 120 Hz rate support at 4K resolution and FreeSync Premium Pro. With high expectations for the date, the company also highlights the Neo QLED QN85B, a model of the 2nd generation of Mini LED TVs.

Considering the opportunity created by the gaming pe- riod, at the end of the year, the brand started planning months ago. “All our alignment with the main retail partners, throughout this year, allowed us to organize ourselves to create strategies at the points of sale and opportunities, such as special offers and promotions”, says Guilherme Campos, senior manager of TV and au- dio at Samsung in Brazil. Marketing campaigns are also planned, which should start in the coming weeks, in ad- dition to special price conditions.

WINE COOLERS, TV FRIEND

Wine is a good company to watch every movement in the FIFA World Cup games. In this case, a wine cooler is essential. Learn the industry’s available options during this period.

OSTER

The highlight is the Wine Cooler Adega Oster® 18 bottles Dual Zone, which offers more space, convenience, and sophistication. In a single product, it is possible to acclimate drinks to different temperatures at the same time. Its structure is composed of a tempered glass door, which guarantees quality and total thermal insulation, and a digital touch panel for temperature control.

The company will have several digital actions, with influencers, in addition to actions focused on the delivery of gifts and specific campaigns with partners retailers. “Seasonal dates are always strategic and directly impact sales”, says Flávia Di Celio, marketing and trade marketing manager at Cadence and Oster.

PHILCO

Wine cooler Adega Philco PH12E has 12 bottles’ capacity, touch panel and digital display allowing adjustments without having to open the door. Its hermoelectric system keeps the temperature stable with low energy consumption and less noise. It has internal LED lighting, double-glazed door, and chrome-sliding and adjustable shelves.

“During this period, the wine cooler category will have a new digital communication, valuing its attributes even more and getting closer to the consumer, especially on a date like this”, highlights Cristiane Clausen, executive director at Philco.

AIR FRYER IN SOCCER

With sales growth above 40% per year, the air fryer is an ally to watch the games in company of an oil-free fries, for example. Practical and fast, it is presented to retailers in several versions.

AMVOX

Launches this year the air fryer Oven 1222, 12 liters and digital panel. Redesigned, the product has greater capacity, removable shelves, and a more sophisticated design. Another option, the ARF 1255 air fryer, with a capacity of 7 liters, has a stainless-steel design.

“We are tripling our air fryer line. With this, the consumer will have more options, with differentiated models. Furthermore, the product is a perfect combo to prepare quick snacks while watching the FIFA World Cup games”, says Maciel Vasconcelos, national sales manager at Amvox.

MONDIAL

The new Mondial Grand Family 8-liter air fryer is the highlight. A product with a removable basket, which facilitates the removal of food, with the largest flat area on the market – 700 cm². It has 8 liters of total capacity, temperature control up to 200ºC, 60-minute sound timer and stainless-steel panel. It is available in black and red colors.

Our communication planning is 360º, says Giovanni M. Cardoso, founder of Grupo MK. “The Air fryer is Mondial” campaign (A Air Fryer é Mondial) will be shown in different communication players, with distribution to online and offline media. Sales expectations for the new 8-liter air fryer are very positive, as the model, with its high capacity, is a novelty that aims to facilitate the daily lives of consumers.”

ELGIN

The fryers category will be Elgin’s focus this holiday season. For the three dates, it presents the 3.5-liter Flash Fryer and 4-liter Quick Fryer, both with removable basket and easy to clean. “We intend to carry out actions with online and offline retailers to increase sales. Our expectation is that they will double in the period”, says Stephanie Dias, product manager at Elgin.

The brand’s big launch, especially at Christmas, is the Ovenfry 4-in-1 deep fryer and oven, which roasts, fries without oil, dehydrates and reheats. It has a total capacity of 12 liters and a power of 1,800 W. It has a touch panel, 10 pre-set preparation options, a 4.6-liter non-stick basket, a roasting tray for grilling and a frying tray. It has a removable door, overheat protection and temperature control from 80°C to 200°C.

BRITÂNIA

Its biggest highlight is the Oven Britânia BFR2100P air fryer, a 4 in 1 product – bakes, fries without oil, dehydrates and reheats. It has a capacity of 12 liters, the highest capacity on the market, and Air Flow technology, which ensures faster and more efficient preparation with 360° air circulation. It has adjustable temperature control from 80°C to 200°C and a 90-minute timer with audible warning and automatic shutdown. Other models, such as the air fryer BFR15P, have a power of 1,500 W and a total capacity of 6 liters.

The search for this line of air fryers is quite expressive, says Cristiane Clausen, executive director at Britânia. “We have several actions in the main media channels,
including television programs. In addition to the FIFA World Cup, we will have other festive events such as Black Friday and Christmas. We believe that these dates will move the home appliance market, and this product will be one of the most sought-after items.”

BLACK+DECKER

There are two highlights for the FIFA World Cup: the AFD7Q model and the AFM2 from the Freestyle line. The first is suitable for those who are gathering family and friends. It has 7-liters’ capacity, digital panel, seven pre-programmed functions, 60-minute timer, square basket and temperature control up to 200ºC. It has a textured finish and a security system that automatically turns off when the basket is removed.

The company is organizing actions alongside retailers, both physical and online, to shake up the FIFA World Cup. “The expectation is for sales growth in this category, which is highlighted in the market”, says Marta Schulz, marketing manager at Black+Decker.

OSTER

Recently launched, the Oster® 3-in-1 fryer and oven has a capacity of 42 liters and will be a highlight for FIFA World Cup activations. The product fries, bakes and dehydrates food. Its panel consists of nine functions, four of which are pre-programmed – vegetables, French fries, poultry, and meat – and five functions to customize: dehydrate, fry without oil, bake, reheat and rotisserie. Comes with stainless steel rotating basket, hook to remove
accessories, drip tray, rotisserie skewer and two grids for airflow.

With several digital actions and with influencers, the brand will have relevant content for consumers looking for tips on how to prepare recipes to watch the games. “The expectation is that the date will bring incremental sales, especially in categories that aim to bring more practicality to cooking”, says Flávia Di Celio, marketing and trade marketing manager at Cadence and Oster.

PHILCO

Its air fryer Philco Gourmet Black PFR15PG won the UOL Tilt Lab as the best product and attributes in its category. The basket has a Maxx Gold non-stick coating, so it doesn’t stick, makes cleaning easier and ensures greater product durability. It has a power of 1,500 W and a total capacity of 4 liters, which allows you to prepare recipes for a larger number of people.

The brand bets that there will be greater demand for electric fryers in the last quarter of the year, due to the many meetings between friends and family to watch the FIFA World Cup games, says Cristiane Clausen, executive director at Philco. “In addition to the natural increase in demand, we have several actions in the main media channels, including television programs.”

PHILIPS WALITA

The first electric fryer that connects remotely, both via mobile app and voice, via Alexa virtual assistant, the Essential XL Conectada air fryer has a touch screen and a total capacity of 4.6 liters. It has seven presets: French fries, frozen snacks, chicken, fish, muffins, meat, and vegetables, in addition to the Keep Warm function. With a power of 2,000 W, the product has exclusive Rapid
Air technology and non-stick parts.

In seasonal situations, such as the FIFA World Cup, the company prepares to maintain the availability of the product, as the air fryer will be a great differential on match days, highlights Caleb Bordi, marketing manager. “With the expansion of the distribution of our products, the expectation is that the sale of the category will increase, mainly of the entry model, the Viva air fryer, which has a more affordable price.”

SPEAKERS IN THE RHYTHM OF PARTY

They are essential not only to listen to the games but also to liven up the celebration of the results. The good options offered to the market are here.

LG

The LG XBOOM 360 speaker, with its tapered design and technology, allows you to fill the entire room with natural, high-quality sound. It has a titanium tweeter for precise and detailed highs, and a fiberglass woofer that is responsible for generating rich and dynamic bass. It has three lighting modes divided into nine profiles, with
different styles.

“We believe that there will be an increase in sales of products that provide a better experience to watch the games, as the FIFA World Cup is a worldwide event and is expected by all. It is a time when people get together with family and friends and, for this experience to be even better, they will invest in equipment with sound quality”, says Ramiro Alves, audio products specialist at LG do Brasil.

LENOXX

The 300 W Woofer 12” Lenoxx® CA340 bivolt amplified box has sound quality and visual impact through LEDs. It has USB and Micro SD inputs with a memory device that allows playing MP3 files and wireless transmission via Bluetooth. It has a microphone input P10,
karaoke function and internal rechargeable battery, has FM radio, handle and wheels for easy transport.

“Our representatives and national distributors are focusing on retailers throughout Brazil with conditions to acquire these products, aiming at the best pass on of the final price to customers. And our sales support teams prepared discount coupons and special prices on all our product lines”, says Eduardo Klinke, national commercial director at Lenoxx.

MONDIAL

The new Mondial CM-150 powered speaker has 150 W of RMS power, 8” woofer, Bluetooth 5.0, FM radio and dual voltage rechargeable internal battery. It has a TWS system, the pairing of two boxes simultaneously without wires, digital display and flashlight and flashing colored lights. It contains multiple connections, USB/AUX/MIC, and inputs to connect USB flash drive, MP3, MP4 and microphone. It is compact, portable and versatile.

The communication planning is 360º and includes actions for the on and offline channels, with institutional campaigns and, also, directed to each product line. Rodrigo Hilbert, and Juliette are personalities that help in the visibility and approach of the brand with different
audiences. “We have high expectations for the sales of this new powered speaker model”, says John Zak, general director of audio and video.

AMVOX

The launches are the ACA 1900 New X and the ACA 1300 New X. The first has a panel and digital equalization, power of 1,900 W, Bluetooth connection, USB/TF Card input and FM radio. It has the Passa Pasta and Power X function, it is manual bivolt and has a digital amplifier, two 12’’ Woofers and a 3’’ Tweeter.

The company will have promotional actions at points of sale and digital marketing campaigns. “Our expectation is to have sales growth in the audio line, because the product is highly sought after and consumed by Brazilians”, says Maciel Vasconcelos, national manager of Amvox sales.

PHILCO

The PCX20000 speaker has a power of 1,800 W, EX BASS function, which enhances and increases the quality
of bass, making them more striking. It has 2 12” woofers tweeter and flashlight function, in which the lights
follow the rhythm of the beat chosen in the presets. The connection can be made via Bluetooth or through the
USB, USB Charge, AUX IN and LINE IN inputs.

With Philco Connect, it is possible to expand the experience and leave two boxes connected. The product
comes with wheels and has two microphone inputs. The company will have updated materials at all points
of sale and will make various online content about the Philco Extreme audio line. “It’s the perfect product for
moments of fun and games”, says Cristiane Clausen, executive director at Philco

SOMECO

Telefunken’s Polaris 900 soundbar has a power of 350 W RMS and can guarantee quality transmission with 2.1 channels of audio. It has connections for Bluetooth, HDMI, and USB, 2.1 amplified system, mounting bracket, optical input and wireless subwoofer. It has remote control, built-in wall mounts, and a six-month manufacturer’s warranty against manufacturing defects.

“This year, the company should carry out specific promotional
actions for the Polaris 900 and Telefunken’s line of soundbars for Black Friday”, says Marcelo Palacios, director at Someco, Telefunken’s licensor in Brazil.

BREWER FOR FREEZING ON THE SPOT

A highly sought after product, the brewery is practical and very appropriate to accompany the games. There are good options on the market.

ATTIMO

The Brewer – Champagne Maker – Drinks – Dual Zone Attimo 300 liters Built-in is a 3 in 1 product. It has a dual zone system with two evaporators, with temperatures ranging from minus 8ºC to over 10ºC. It has a Frost-Free system, backlit buttons, digital reading, and childproof lock. It has built-in NFC and Bluetooth technology, LED lighting and low-emissivity tempered glass door, resistant to ultraviolet radiation.

It has a system with five reinforced shelves and a steel structure, with wooden bulkhead and height adjustment. Stores up to 200 cans of 355ml or 180 long-necks
of 355ml, or up to 64 bottles of champagne, all standing upright. Will do a special action to the retailer, says Jaime Gomes, president at Attimo. “In purchases made until November 5th, the costumer will win an official shirt of the Brazilian Soccer Team and free installation of the products.”

POPCORN MAKER

Easy and practical product, with popcorn ready in minutes, without ceasing to be healthy. Having a popcorn maker available can be very advantageous.

AGRATTO

The Red Pop Cine 1,200 W popcorn maker is the brand’s highlight for the FIFA World Cup. It doesn’t need oil and it melts the butter. It has a dosing cup and diecting lid, so you don’t lose any grain. It is available in red color and in 127 or 220 V voltages. It makes dry and crispy popcorn in up to two minutes and ejects it straight into a container. It also has a security device.

Popcorn is an invention of over a thousand years, originating here in the Ameri-cas, says Moisés Botelho, marketing manager at Agratto. “And no other country is bigger in soccer than our Brazil. Popcorn is already Brazilian as soccer itself. So, yes, our expectations for
sales are high, but unfortunately our inventories are almost depleted.”

MONDIAL

The Pop Bowl Mondial PP-05 popcorn maker has an exclusive bowl to serve popcorn and does not use oil. Its directing nozzle takes all the popcorn directly into the bowl. It has a measuring spoon for preparing 100 g of corn, 1,200 W of power to pop the popcorn in a few minutes and a non-slip base. The wire guard allows you to adjust the length of the cable, and the on-off button makes the prod-uct easy to use.

During the period, the company will carry out institutional and targeted campaigns for each line. “Popcorn maker is a product that has variable performance, going well in specific periods of the year or on commemorative dates like the FIFA World Cup”, says Jacques Ivo Krause, director of product and foreign trade.

BRITÂNIA

With several popcorn machines in the line, practical to use, the brand highlights Britânia Pop Time. It works just putting the corn and, in a few minutes, the popcorn is ready. It has a directing nozzle, so the popcorn falls directly into the bowl when it pops. The dosing cap allows for the exact placement of the desired amount.

“The product is ideal for a tasty, quick snack that everyone can enjoy, perfect for watching that game”, highlights Cristiane Clausen, executive director at Britânia. “The brand has a great relationship with its business partners. In each purchase, excellent negotiations are always carried out to support them in their sales and promotions for the final consumer”, she adds.

PHILCO

Its Classic Retro has a different design that refers to vintage popcorn machines. It is practical and can be part of the decoration. To make the popcorn, just add the corn. It has a front opening and interior lighting. It comes with accessories: tray to serve popcorn and oil and corn dispensers.

Source: Eletrolar News #151