Millions of fans follow the World Cup across the world for over a month because the largest brands in the world have staked everything on their marketing strategy.
Soccer Or Football
In connection with the FIFA World Cup, Frito-Lay established themselves as the first salty snack brand ever. The Hispanic Business Unit’s Senior Marketing Director, Gustavo Cecilio, at PepsiCo Foods, explains how the company used a multicultural strategy to appeal to consumers’ tastes.
By introducing new flavors and building a digital football fan community, the goal was to enhance World Cup viewing at home. To encourage fan interaction and improve the experience, Frito-Lay created special edition FIFA World Cup flavors that were inspired by international cuisine.
The “Soccer or Football” campaign seeks to put an end to one of sports’ oldest arguments. Both sides of the story came to life thanks to collaboration with international sports legends like Peyton Manning and David Beckham.