Oreos and soccer go together, and so does Trident and futbol. At least they will in the future in one of the most intriguing, all-encompassing branding exercises announced this week.
Mondelez International and Soccer United Marketing announced a wide ranging partnership that can be a game changer for both as they evolve together, a marriage of established consumer products with one of sports’ most innovative leagues. The Mondelez brands, which include Oreo and Chips Ahoy cookies, Ritz and Wheat Thins crackers, Trident and Stride gums, and Sour Patch Kids and Cadbury candies, will align with the U.S, men’s and women’s soccer teams and some of its biggest personalities (Clint Dempsey of the Seattle Sounders, Omar Gonzalez of the Los Angeles Galaxy, and Alex Morgan, an Olympic gold medalist who plays for the Portland Thorns in the National Women’s Soccer League) as well as with MLS clubs and Club Deportivo Guadalajara, and sponsor of all Chivas occasional matches the team plays in the United States. It makes the brands the official snacks of the women’s and men’s United States national soccer teams.
What makes it so successful? Here are some reasons:
Timing: With men’s World Cup coming in 2014 and Women’s Cup in 2015, as well as the Rio Olympics in 2016, Mondelez gets an early jump on positioning itself for exposure as soccer becomes even more top of mind with the American consumer.
Cross-Gender: Grabbing Dempsey gives the brand one of America’s biggest crossover stars and one of the games more popular global players in a market (Seattle) that is a soccer hotbed. Pulling in Morgan ties both to young girls who play soccer and to a young male audience who know of the vibrant personable star through her non-sports brand work. She also is enjoying her time and exposure playing in the Pacific Northwest with a team (The Thorns/Timber) who do a great job of marketing their players and building brand. Then you add in Gonzalez in Los Angeles to appeal to a vibrant Hispanic audience and you have three marketable faces for different audiences who can also combine to deliver powerful awareness to millions of core soccer fans. Such a cross-gender professional sports partnership is very difficult to pull off even in sports like tennis and golf, where both genders have high visibility. To do it in a team environment you could do it with NBA/WNBA or perhaps on an Olympic level, but sharing the stage is difficult to manage. This will be a key way to reach to different groups, the soccer fan and the soccer mom, in one fell swoop.
Multi-cultural: Despite the lack of success with Chivas USA in MLS, the Chivas brand is still very powerful amongst Mexican fans of soccer and culture on both sides of the border and can draw millions of eyeballs through a US partnership. Gonzalez and the Galaxy also give the partnership a lift at retail and with marketing programs not just in Los Angeles but across the country as MLS increasingly expands its Hispanic footprint.
Soccer Credibility: MLS has done a textbook job of building from the ground up with fans, starting at the youngest level. This partnership puts some of soccer’s most promotable faces front and center not just with soccer fans, but with mainstream America right on the snack foods shelf. It also opens up great opportunities should the brands look to combine athletes in promotional spots from other sports. The Williams Sisters and Oreo Double Stuff meet Alex Morgan, for example. That type of extension is invaluable as soccer moves ahead.
Digital: While media spending isn’t mentioned in the deal, the fact that all of the brands have spent millions investing and growing their digital footprint will also pay off big time for soccer. The 34.4 million followers Oreo has on Facebook alone give soccer a huge amplification when the promotions hit, exposing MLS to a casual audience who may still think the letters stand for a reality listing service.
Traditional Media: While not mentioned in the deal exactly, the fact that Mondelez has been known for big spends in TV and print with key sports properties will also be a boon for soccer and MLS. Clint Dempsey in a Super Bowl spot? Not out of the question any more.
So while this is great for soccer branding, it is also great for the Mondelez audience that it already markets to (moms and kids) as well as a potential new more active and engaged soccer audience. What doesn’t it have yet? Big market ties in places like New York and Chicago, but maybe those are still to come, especially as the bgger picture promotions can tie to World Cup.
It is so rare to find a partnership that hits on every potential cylinder. This one is one to watch for sure, and a win for “brand soccer” and snack foods fans across the U.S.
Head’s Up…A New Branding Opportunity Is At Your Feet…