Mondelēz scores big with Major League Soccer
BY DSN STAFF
EAST HANOVER, N.J. — Mondelēz International, the company behind such brands as Oreo, Ritz and Honey Maid, announced a deal to become the official snack of Major League Soccer. The multi-year sponsorship will increase the brands’ presence in the sport as they enter year two of the #PassTheLove campaign, a fully integrated program that will spread the passion for the sport coast to coast, the company said.
“MLS has played an enormous role in the explosion of soccer in America, and we’re excited about how this great league and its fans can help us #PassTheLove,” said Stephen Chriss, senior director, North America Consumer Engagement and Marketing Services at Mondelēz International. “Our MLS sponsorship opens even more avenues to reinforce how our snacks increase the fun of soccer whether you’re at the stadium, watching on TV or playing the game.”
The “Official Snack of MLS” designation will include the cookie, candy, cracker and gum categories and will include a series of globally-recognized brand names by Mondelēz International. The deal will include all forms of media: retail, shopper marketing, consumer promotions, PR and social media. According to the company, the sponsorship includes rights to activate AT&T MLS All-Star Game and MLS Cup, MLS’ championship game, and to align with current players and other league ambassadors.
By securing this partnership, Mondelēz International has the potential to interact with a broad range of consumers, including multicultural audiences.
“By tapping into the excitement surrounding MLS and soccer, we’re giving our snack brands amazing opportunities to appeal to moms, dads, teens and athletes in their communities,” Chriss said. “And this sponsorship strengthens our relevance with multicultural consumers, many of whom love soccer and identify with brands like ours who have made an authentic, long-term commitment to the sport.”
Through these expanding sponsorships, Mondelēz International also has positioned itself as what it describes as a “key player” in soccer at a time when attendance and enthusiasm for the sport continue to climb. The company’s #PassTheLove campaign, a social movement that launched in 2014, will also benefit from the new deal with MLS.
“Our #PassTheLove campaign proved the power of soccer to help our brands score with consumers, and we plan to make this year even bigger,” Chriss said.
Mars Chocolate unveils ‘Why 3’ campaign
BY Ryan Chavis
HACKETTSTOWN, N.J. — Mars Chocolate debuted a new ad campaign focusing on its 3 Musketeers brand, which marks the brand’s first new campaign in more than a decade, according to the company. The ads attempt to show why “3” is the ideal number of musketeers for any situation.
“We’re so excited to unveil our new ‘Why 3’ campaign because it features the beloved characters associated with our brand, but in a funny and unexpected way,” said Allison Miazga-Bedrick, director of 3 Musketeers brand. “Our fans already love 3 Musketeers for the combination of chocolate and fluffy nougat and bringing back our iconic characters will not only delight our current brand fans, but also attract new, younger fans from the millennial demographic.”
The entire series of videos can be viewed on the brand’s YouTube channel.
Gevalia unveils new iced coffee beverage
BY Ryan Chavis
NORTHFIELD, Ill. — Gevalia, a coffee brand from Kraft Foods, introduced Gevalia Iced Coffee with Almond Milk. The ready-to-drink iced beverage contains 6 grams of protein for every 8-oz. serving. The brand said the purchasing habits of busy consumers indicated a trend around such products as iced coffee, almond milk and protein.
"Coffee lovers have always been able to count on Gevalia for a rich, never bitter cup of hot coffee, but we know they're now searching for iced coffee options in the premium space as well," said Tracy Sinclair, director at Gevalia. "Gevalia Iced Coffee with Almond Milk has six grams of protein per eight fluid ounce serving and, when combined with creamy almond milk and a touch of sweetness, allows today's busy, on-the-go coffee drinker to enjoy a delicious treat they can feel good about, too."
Gevalia Iced Coffee with Almond Milk is available in three flavor profiles: mocha, vanilla and caramel. Consumers can choose from a single-serve, 11.1-oz package or 33.8-oz. multi-serve container. The suggested retail price is $2.19 for the single-serve option and $4.99 for the multi-serve package.
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