Mondelez’s Ritz and Trident brands helped the US Women’s soccer team celebrate their World Cup win on Friday 10 July as the players were honored with a ticker-tape parade in New York City.
As the official snacks of US Soccer, the brands sponsored four parade floats and offered free samples to fans. It also gathered messages of support on social media and put them on branded Ritz and Trident confetti.
The events are part of Mondelez’s ongoing ‘#PassTheLove’ campaign, which the company said is its largest multi-brand push. For the past two years, its snack brands have supported both men and women’s US Soccer.
Stephen Chriss, senior director of North America consumer engagement and marketing services at Mondelēz International, said: “Our #PassTheLove campaign was all about rallying fans to inspire these athletes with support, so we’re proud and honored to have the opportunity to create even more excitement for the celebration of their incredible win.”
The campaign first launched in 2014 ahead of the men’s World Cup in Brazil.
Ahead of this year’s World Cup, users could use the hashtag ‘#PassTheLove’ to send messages of encouragement to the players that appeared on a digital ‘Wall of Support’ at passthelove.com. Those who posted had the chance to receive prizes such as snacks and jerseys.
US soccer star Alex Morgan helped launch the socially-driven ‘Wall of Support’ by creating an interactive mural where she and others kicked soccer balls at a blank canvas to cause bursts of paint.
Other Mondelez brands include Oreo, Chips Ahoy, and Sour Patch Kids.