zeit.de
Coca-Cola Tops German Advertising Brochures Despite Overall Promotion Decline
An analysis of 1.83 million German print advertising brochures from January 2024 to June 2025 reveals Coca-Cola as the most advertised brand (1,823 promotions), followed by Krombacher (641), with beer as the most promoted product category (12,353 offers), despite a 14% year-on-year decline in overall promotions.
- What are the most advertised brands in German print advertising brochures, and what does their prominence signify about market competition and consumer behavior?
- In the first half of 2025, Coca-Cola was offered 1,823 times by German retailers, making it the most advertised brand in print advertising brochures. Krombacher followed in second place with 641 promotions, highlighting the dominance of these brands in promotional campaigns.
- How do the promotional strategies of Coca-Cola and beer brands reflect the challenges faced by the beverage industry in Germany, such as declining demand and rising prices?
- The high frequency of Coca-Cola and beer promotions reflects a competitive market where retailers use discounts to boost sales and attract customers. The German Brewers' Association criticizes this "ruinous price war," indicating a conflict between maintaining brand value and competing for market share.
- What are the potential long-term implications of the observed decline in promotional offers, and how might this trend affect consumer purchasing habits and the strategies of different product categories?
- The decline in overall promotional offers by 14% from the previous year suggests a potential shift in marketing strategies or consumer behavior. Increased prices for products like coffee, chocolate, and butter may be influencing consumer spending, leading to a decrease in promotional activities for these items, in contrast to the continued success of Coca-Cola and beer promotions.
Cognitive Concepts
Framing Bias
The article frames the increase in beer promotions as primarily a negative consequence of price wars driven by large retailers. The headline and opening paragraphs emphasize the brewing industry's complaints. While the consumer perspective is touched upon, it is presented within the context of the industry's criticisms, potentially shaping the reader's perception of the situation.
Language Bias
The language used is largely neutral, but terms like "ruinösen Preiskampf" (ruinous price war) carry a negative connotation, reflecting the brewing industry's viewpoint. Words like 'kritisiert' (criticizes) are used to describe the Brauerbund's stance, potentially framing their opinion negatively. Using more neutral terms like "concerns" or "expresses reservations" would provide more balanced reporting.
Bias by Omission
The article focuses heavily on the perspective of the German brewing industry and its concerns regarding price competition. Other perspectives, such as those of consumers or smaller breweries, are largely absent. While the inclusion of Coca-Cola's statement provides a counterpoint, a broader range of viewpoints would enrich the analysis. The article also omits any discussion on the environmental impact of the high volume of promotions and the resulting increased consumption and waste.
False Dichotomy
The article presents a somewhat simplistic dichotomy between the brewing industry's concerns about price wars and the consumer's habit of buying discounted beer. The complexity of pricing strategies and market forces is not fully explored. There is an implication that the price wars are solely to blame for the decline in sales, overlooking other potential factors like changing consumer preferences or economic downturns.
Sustainable Development Goals
The article highlights the frequent promotions of Coca-Cola and beer brands, indicating a potential negative impact on responsible consumption. The reliance on promotional pricing strategies suggests an unsustainable model driven by volume rather than mindful consumption habits. The fact that two-thirds of Pilsner beer is purchased during promotions points to consumer behavior heavily influenced by discounts, potentially leading to overconsumption and waste. The decreasing number of promotions overall might be a positive sign, but the core issue of promotional reliance remains.