Leveraging its Major League Soccer (MLS) rights and its UEFA Champions League (UCL) partnership, PepsiCo snacks sub-brand Lay’s rolled out an integrated, limited edition product launch and competition campaign in the USA fronted by Argentina skipper and four-time UCL winner Lionel Messi who puts a chip/crisp brand-related spin on the classic soccer song ‘Olé, Olé,… Continue reading Messi Tweaks ‘Olé’ Soccer Chant To ‘Oh-Lay’s’ In MLS/UCL Limited Edition Chip Shot Activation
Tag: Food
UEFA Sponsor Lay’s Uses AI To Change Brazilian Female Football Commentator’s Voice Into A Male One In ‘Disguised Commentator’ Live In-Game Experiment Against Soccer Sexism
PepsiCo snack brand Lay’s activated its Women’s UEFA Champions League (UWCL) partnership in Brazil through a gender equality ‘Disguised Commentator’ initiative challenging prejudice in soccer through an AI supported social experiment built around female football commentary. Objective Like in many other countries, in Brazil there remains plenty of conscious and unconscious prejudice around women in… Continue reading UEFA Sponsor Lay’s Uses AI To Change Brazilian Female Football Commentator’s Voice Into A Male One In ‘Disguised Commentator’ Live In-Game Experiment Against Soccer Sexism
Boston Pizza’s ‘Team Up For The Cup’ Calls For Canadian Unity In Stanley Cup Quest
On the eve of the Stanley Cup playoffs, Canadian based Boston Pizza is urging all Canadians to come together at the climax of the NHL season and cheer for Canadian success through an integrated campaign created with agency Camp Jefferson called ‘Team Up For The Cup’. Objective Of course, the brand and agency marketers obviously… Continue reading Boston Pizza’s ‘Team Up For The Cup’ Calls For Canadian Unity In Stanley Cup Quest
KFC Wraps ‘The Gravy Train’ To Eden Park For Blues Fan Journeys On Super Rugby Game Days
April saw sponsor KFC team up with Auckland Transport (AT) to launch a branded ‘The Gravy Train’ to take Kiwi Blues fans from Britomart Station to Eden Park for Super Rugby games. The Gravy Train is the fast food giant’s first themed train delivery service and it activates the quick service chain’s partnership with Auckland’s… Continue reading KFC Wraps ‘The Gravy Train’ To Eden Park For Blues Fan Journeys On Super Rugby Game Days
Cadbury Dairy Milk And Ogilvy India Celebrate The First Coaches Of Indian Cricketers
Leveraging spiking cricket excitement around the start of the 2024 Indian Premier League (IPL), Cadbury Dairy Milk rolled out an integrated campaign – spanning TV, digital, social, PR, in-stadium, on-pack and in-store – starring player ambassadors Suryakumar Yadav (Mumbai Indians) and KL Rahul (Lucknow Super Giants) and their first youth coaches which champions the unsung… Continue reading Cadbury Dairy Milk And Ogilvy India Celebrate The First Coaches Of Indian Cricketers
Ahead Of 2024 UEFA Euro Championship Sponsor Snickers Rolls Out Cinematic ‘Own Goal’ Campaign
Ahead of this summer’s 2024 UEFA Euro Championship – an international tournament known as the Euros – confectionary partner Mars Wrigley rolled out a pan-European campaign for its Snickers brand called ‘Own Goal’ fronted by Luka Modrić and Bukayo Saka and spearheaded by a playful, cinematic ad aimed at helping football fans steer clear of… Continue reading Ahead Of 2024 UEFA Euro Championship Sponsor Snickers Rolls Out Cinematic ‘Own Goal’ Campaign
Optimum Nutrition Integrated Global Campaign Urges All Athletes To ‘Unlock More You’
Optimum Nutrition, the sports nutrition brand owned by Glanbia Performance Nutrition (GPN), released a global communications campaign on 4 March titled ‘Unlock More You’ and showcasing how the product helps unlock sporting moments of achievement and celebration. Developed in partnership with creative agency TBWA (Dublin), which was appointed as Optimum Nutrition’s global brand agency in… Continue reading Optimum Nutrition Integrated Global Campaign Urges All Athletes To ‘Unlock More You’
Lay’s, Beckham & Henry Use ‘Chip Cam’ To Create Live UCL Ad In-Stadium, In-Game
Leveraging the start of the UEFA Champions League 2023/24 knockout stages, UCL partner Lay’s teamed up with ambassadors and football legends David Beckham and Thierry Henry for a long-form, in-stadium shot spot filmed during a match called ‘Chip Cam’ Rolling out from 22 February, the spot – the latest content in the Frito-Lay brand’s ongoing… Continue reading Lay’s, Beckham & Henry Use ‘Chip Cam’ To Create Live UCL Ad In-Stadium, In-Game
Frito-Lay ‘Taste Of The Super Bowl’ Big Game Initiative Offers Fans A Taste Of Victory
On 23 January, PepsiCo owned snack brand and NFL partner Frito-Lay, a brand dedicated to celebrating sports fandom, launched its 2024 Big Game ‘Taste Of The Super Bowl’ marketing program which at its core offered one fan a rare chance to play a key role in the official victory celebration. The chip brand marketers understand… Continue reading Frito-Lay ‘Taste Of The Super Bowl’ Big Game Initiative Offers Fans A Taste Of Victory
Mars Owned M&M’s Launch ‘Almost Champions’ Campaign For Super Bowl LVIII
Teaming up with agency BBDO New York, the Mars owned candy brand M&M’s released its Super Bowl LVIII campaign on 6 February – a week ahead of the Big Game – called ‘Almost Champions’. The spearhead spot stars actress Scarlett Johansson (who has never won an Oscar) alongside NFL legends Dan Marino, Terrell Owens and… Continue reading Mars Owned M&M’s Launch ‘Almost Champions’ Campaign For Super Bowl LVIII
The Padded Seat Partnered With Hertha BSC & Bayer Leverkusen 04 To Promote Innovative ‘VIP Hospitality’ Via Emotional Experience Focused Content Marketing
Objective UK hospitality marketing platform and content creator The Padded Seat up with sports marketing agency SPORTFIVE to leverage its partnerships with Bundesliga clubs Hertha BSC and Bayer Leverkusen 04 during the 2022/23 Bundesliga season in order to market and sell the clubs’ VIP hospitality offers through a fresh and inventive content-led approach to sports hospitality… Continue reading The Padded Seat Partnered With Hertha BSC & Bayer Leverkusen 04 To Promote Innovative ‘VIP Hospitality’ Via Emotional Experience Focused Content Marketing
NFL Partner Captain Morgan Leads Fans On Season-Long ‘Follow The Captain’ Scavenger Hunt
Captain Morgan, the official spiced rum sponsor of the NFL, launched a new campaign on 14 September fronted by Victor Cruz and Action Bronson incentivising fans to take part in a mixed real-world and social scavenger hunt facilitated through hidden QR codes. Timed to leverage the start of the 2023/24 football season, consumers are… Continue reading NFL Partner Captain Morgan Leads Fans On Season-Long ‘Follow The Captain’ Scavenger Hunt
