FIFA World Cup 2018: The Marketing Week blog

23 April – Mars Wrigley Confectionery launches ‘The Sweepstake’ to entice football fans

Mars Wrigley Confectionery UK is launching an on-pack promotion in the run up to the World Cup, offering consumers the chance to win millions of prizes, including products and cash, as part of its tie-up with the England football team

‘The Sweetstake’ will run across 11 brands, including Mars, Maltesers, Skittles and Starbursts. More than 100 million promotional packs will hit shelves this week and every pack purchased will give consumers entry to the draw. Shoppers will need to enter the unique code found inside the pack to see if they have won a prize.

“Rooted in cutting-edge shopper and consumer insight, we’re confident The Sweetstake can, with a £1.2m media spend, drive growth across the category, boost sales for retailers, and provide consumers with a way to enjoy football even more with Mars Wrigley Confectionery UK’s blockbuster brands,” according to Mars Brand Director Katie Walland. EL

With less than two months to go until the FIFA World Cup kicks off in Russia, data technology company GlobalWebIndex asked more than 34,000 fans about brand consciousness and loyalty, as well as their engagement with ads and insights regarding the event’s main sponsors.

The study finds 54% of FIFA World Cup fans claim to be brand-conscious, while 63% are loyal to brands once they have engaged with them. In the UK specifically, just 34% of fans are brand-conscious, however, compared to 59% in Latin America and 49% for both US fans and those in host country Russia.

The World Cup sponsors most popular among fans are stalwarts such as Coca-Cola, McDonald’s and Adidas, according to GlobalWebIndex. Nearly a third (32%) of those surveyed consume Coca-Cola globally and more than half (57%) visit a McDonald’s at least once a month.

McDonald’s also takes the title of ‘favourite fast food chain’ among World Cup fans, followed by KFC (59%) and Pizza Hut (42%).

Meanwhile, four in 10 World Cup fans have bought an Adidas product over the past two years. EL

19 April – Zlatan Ibrahimović becomes the face of Visa’s World Cup campaign

One of the most decorated footballers in the world, Zlatan Ibrahimović, is the new face of Visa’s global marketing campaign for the 2018 FIFA World Cup in Russia.

Visa, an official FIFA partner for this year’s event, says the collaboration with Ibrahimović will help ensure fans do not miss a moment of the action this summer.

The Swedish footballer says he’s “incredibly proud” to work with the payment firm. “I always try to be the best in football, so a partnership with Visa represents what I continue to strive to be—the best.”

Ibrahimović has played for nine teams across England, France, Italy, The Netherlands, Spain, Sweden and the US, and has 33 trophies to his name.

“We have always been aware of Zlatan’s impressive on-field accomplishments, global appeal and colourful personality,” says Visa’s chief marketing and communications officer Lynne Biggar.

“At Visa, we are thrilled to partner with Zlatan to bring our FIFA World Cup campaign and product innovation to life and connect with fans around the globe, showing once again Visa is ‘Everywhere You Want To Be’. EL

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