Mondelēz Helps Soccer Fans ‘Pass the Love’ – Event Marketer

Mondelēz Helps Soccer Fans ‘Pass the Love’ – Event Marketer
U.S. Soccer star Alex Morgan, far right, celebrates a goal while coaching a team comprised mostly of Seattle-area veterans during an exhibition soccer game at CenturyLink Field organized by the Official Snacks of U.S. Soccer (OREO, RITZ, TRIDENT, SOUR PATCH KIDS & HONEY MAID) in Seattle Wednesday April 23, 2014. The game replicated the thrills of a major international match for amateur players as part of the new #PassTheLove program to celebrate the spirit of soccer heading into the worldís largest sporting event this summer. (Stephen Brashear/AP Images for Mondelez International)

Mondelēz Helps Soccer Fans ‘Pass the Love’

With the FIFA World Cup this summer in Brazil, the women’s World Cup next summer in Canada and the Summer Olympic Games in 2016 featuring, among other sports, soccer, it’s an exciting time to be a soccer fan. To get in on the game, Mondelēz International and its Ritz, Trident, Sour Patch Kids and Honey Maid product portfolio in April announced a three-year partnership as official snacks of U.S. Soccer.

To kick it off, the brand is going on tour with the #passthelove campaign, designed to engage fans in their passion for the sport. With help from brand ambassadors and soccer stars Clint Dempsey, Alex Morgan and Omar Gonzalez, the brand is aiming to start a soccer movement with experiential events, real-time content and adaptive advertising. The tour is heading to 20 markets for retail and event stops, including U.S. Soccer match-ups across the country, over a 10-week period.

In addition to sampling, tour stops will feature a mini soccer field where friends and family can test their skills for giveaways and coupons, and a photo activation where fans can share their spirit for the game on social media. There is a multicultural aspect to the sponsorship, as well; the brand is targeting Hispanic consumers with bilingual packaging and store displays, and a multi-million dollar media campaign and partnership with the Spanish language broadcast network Univision.

The tour started on April 2 in Glendale, AZ, and wraps up the weekend of June 6 in Jacksonville, FL, before the men’s team leaves for Brazil.

“We couldn’t think of a better time to be associated with this sport,” says Stephen Chriss, senior director-North America consumer engagement at Mondelēz. “We truly and authentically believe that our brands are a part of it, whether you’re going to a soccer match, playing in a match, or watching it with friends and family on TV, so this is about continuing that natural connection between our brands the sport.”

Rachel Boucher
Posted by Rachel Boucher

Rachel joined Event Marketer in 2012 and today serves as the magazine's executive editor. Her travels covering the experiential marketing in dustry have ranged from CES in Las Vegas to Spring Break in Panama City Beach, Florida (it's never too late)—and everywhere in between.
View all articles by Rachel Boucher →

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