Mondelez pairs with US Women’s soccer team to ‘pass the love’ ahead of World Cup
Mondelez International, whose products including Ritz and Chips Ahoy are the official snacks of US Soccer, has launched a socially-driven campaign to help support the US Women’s National Team before the 2015 World Cup this June in Canada.
Alex Morgan, US Soccer star and Mondelez sponsor
The campaign, using the hashtag ‘#PassTheLove’, encourages fans and consumers to share a message of support for the team on a digital ‘Wall of Support’ found at passthelove.com. Once a message is posted, visitors will have the chance to win prizes such as snacks and US Soccer jerseys.
At three send-off series US games, the wall will be featured on a large-screen digital display, where fans can share their messages near the stadiums.
Alex Morgan, Olympic gold medalist and forward for the US women’s national soccer team, joined Mondelez in California to launch the campaign. Morgan and others created an ‘interactive mural’ by kicking soccer balls at a blank canvas to cause bursts of paint.
The campaign will also include retail displays, shopper marketing programs, real-time social content, adaptive advertising, consumer events, and in-stadium and in-person engagement at US soccer games before the team heads to Canada.
Last year, Mondelez launched a ‘#PassTheLove’ campaign for the US Men’s soccer team ahead of the World Cup in Brazil. It became the company’s largest multi-brand campaign to date.
Besides serving as the official snacks sponsor for US Soccer, Mondelez recently announced that it will become the official snacks sponsor of Major League Soccer as it tries to ramp up its soccer partnerships as the sport gains popularity.
Stephen Chriss, senior director, North America consumer engagement and marketing services at Mondelēz International, said: “Our #PassTheLove campaign proves the power of soccer to help our brands score with consumers, and we plan to make this year even bigger.”
Mondelez has a variety of brands including Oreo, Chips Ahoy, Ritz, Wheat Thins, Honey Maid, Trident, Sour Patch Kids, and others.