By Barry Janoff
April 23, 2014: Calling it the company's "largest multi-brand program to date," Mondelez International, whose brands include Oreo, Ritz, Trident, Dentyne, Chips Ahoy! and Sour Patch Kids, has unveiled a campaign that encourages soccer fans and other consumers to "Pass the Love."
The multi-layered effort plays off of Mondelez' status as the "official snacks of U.S. Soccer" and is fronted by soccer stars and company spokespersons Clint Dempsey, Alex Morgan and Omar Gonzalez.
Mondelez said that the campaign would "encourage people to share what they love about soccer using "#PassTheLove" via social media.
Mondelez' designation with U.S. Soccer, signed this past October, came in anticipation of the 2014 FIFA World Cup, being played June-July in Brazil. The U.S. Men's National Team is among the 32 teams vying for the trophy.
The company plans to enact the effort via such platforms as 17,000-plus POP displays at retailers nationwide, digital advertising, social media including Twitter and Facebook, a coast-to-coast grassroots tour kicking off this month and an interactive mobile game called "Free Kick Fury" on the smartphone messenger Kik.
A #PassTheLove promotion will appear on more than "40 million custom designed packs of cookie, cracker and candy brands that will invite consumers to share why they love soccer" for the opportunity to win "Game of Your Life" experiences including being part of a personalized soccer match, cash prizes, autographed jerseys and other instant-win prizes. (Details here.)
"Passion for soccer is reaching a fever pitch across the country, and #PassTheLove is a true call to action for people to share the special connection they have to the world's most popular sport," Stephen Chriss, senior director, North America Consumer Engagement and Marketing Services for Mondelez International, said in a statement. "This isn't about the X's and O's of the games. It's about inspiring people to #PassTheLove by sharing the personal connection they have with the sport, whether they're cheering from the stands, watching at home or playing the sport themselves."
The designation of "official snacks of U.S. Soccer" extends to the cookie, candy, cracker and gum categories and is inclusive of a series of globally-recognized brands operated by Mondelez International, according to the company.
In addition to the aforementioned brands, Modelez' roster includes Honey Maid, Cadbury, Chicklets, Newton, Cheese Nips, Philadelphia Cream Cheese, Stride and Belvita.
Snack Giant Mondelez Taking A Healthy Bite Out Of Soccer Marketing
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