\n
Sports and snacks go hand in hand, and Mondel\u0113z International has a wealth of experience with both. For the World Cup this summer, the food and beverage giant is leveraging its portfolio of products and its athlete partners to get people snacking.<\/p>\n
Sports fans are no stranger to Mondel\u0113z snacks: It has flexed brands like Oreo and Ritz Crackers during major American sporting events including the Super Bowl and March Madness, typically tapping high-profile athletes and celebrities as spokespeople.<\/p>\n
While the World Cup is a standout event given its global scale, Mondel\u0113z\u2019s \u201cSummer of Soccer\u201d campaign will stick to that same strategy of talent-focused marketing to drive sales and brand equity, according to Nick Rogers, director of portfolio marketing at Mondel\u0113z International.<\/p>\n
\u201cWith the World Cup being in the US and it being the biggest sporting event on the planet, we needed to really show up big as a brand,\u201d Rogers told Marketing Brew. \u201cMondel\u0113z has a rich heritage\u2014whether that be [with] athletes, male and female, and, in addition to that, sporting teams and sporting federations\u2014so I feel we can really show up in a really confident way this summer.\u201d<\/p>\n
Bark and bite<\/h2>\n
For its World Cup campaign\u2014which includes TV spots, a sweepstakes, and limited-edition packaging\u2014the Mondel\u0113z team went for the \u201cmost dynamic, well-known, entertaining talent out there,\u201d Rogers said. The lineup of partners consists of USMNT forward Christian Pulisic, USWNT forward Sophia Wilson, former USWNT co-captain Alex Morgan, and Pitbull.<\/p>\n
There\u2019s an obvious outlier on the list, which is intentional. While the soccer stars lend Mondel\u0113z certain \u201ccredentials in the sporting world,\u201d Pitbull contributes to a more general sense of entertainment that Rogers said his team was looking to foster.<\/p>\n
\u201cThis is the US,\u201d he said. \u201cIt\u2019s about fun, it\u2019s about entertainment, it\u2019s about going big\u2026so we felt bringing in Pitbull from that element really will help have that mass appeal.\u201d<\/p>\n
Pitbull and the players are also involved in a sweepstakes Mondel\u0113z is running that offers grand-prize winners access to talent-driven experiences, like a skills class with Pulisic, a tour of the San Diego Wave FC stadium with Morgan, a meditation session with Wilson, and a meet and greet with Pitbull and tickets to one of his shows. Throughout the summer, Mondel\u0113z will roll out limited-edition packs of Chips Ahoy, Ritz, Sour Patch Kids, Swedish Fish, and Belvita to promote the competition and the sweepstakes.<\/p>\n
Snack attack<\/h2>\n
The Mondel\u0113z team has three key goals for its World Cup marketing efforts. The first is \u201cmaking sure our products are front of mind and driving that impulse purchase\u201d at a national level, Rogers said. His team is also taking a regional approach to driving sales in host cities, like promoting Pitbull in his home market of Miami, and Morgan, who was born in and played in California, on the West Coast. Mondel\u0113z recently reported a YoY profit decline in the fourth quarter due to higher costs of cocoa, although its revenue beat analyst estimates.<\/p>\n
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Brand equity is the second KPI, Rogers added, and the third is \u201cbeing bespoke at scale with our consumer,\u201d which his team aims to achieve via the sweepstakes. Grand-prize winners have their choice of athletes and experiences, and additional winners will get access to prizes like signed jerseys, which they can also choose based on their fandom, Rogers said.<\/p>\n
\u201cGiving those options and that flexibility to our consumer is really what makes us different from our competitors,\u201d he said.<\/p>\n
After this year\u2019s World Cup, Rogers said his team plans to pull the same general campaign concept through to the Women\u2019s World Cup in Brazil next year, and ultimately to LA28, while fostering long-term relationships with its existing athlete partners\u2014from the soccer players to USC basketball star JuJu Watkins\u2014to connect with a wide range of consumers.<\/p>\n
\u201cThe talent is what does the talking,\u201d he said. \u201cFor us, it\u2019s just about making sure we\u2019ve got this key group of individuals that we stick with.\u201d<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Sports and snacks go hand in hand, and Mondel\u0113z International has a wealth of experience with both. For the World Cup this summer, the food and beverage giant is leveraging its portfolio of products and its athlete partners to get people snacking. Sports fans are no stranger to Mondel\u0113z snacks: It has flexed brands like […]<\/p>\n","protected":false},"author":1,"featured_media":23239,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-23238","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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