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.”