In the days leading to the Super Bowl, retailers created elaborate brand displays for soft drinks and beer, such as goal posts made of Pepsi cans. "The Super Bowl is the party event of the year," said Gary Hemphill, managing director of Beverage Marketing. "It's an opportunity to bolster beverage sales as well as snacks. A lot of beverage purchases are impulse, and displays, particularly those next to the register, spur sales."

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