Hellmann's should take a page from the Molson Coors Beverage Company and Lacoste playbook to maximise the impact of their Jack Grealish-fronted Euros campaign being pegged by many as a disaster. 👇
⚽ ICYMI- In late April UEFA EURO 2024 sponsor, Hellmann's, launched its £8m ‘Up Your BBQ Game’ campaign with Jack Grealish fronting the UK element. Last Thursday it was announced he'd not made the England squad.
💥 In the mainstream press and on LinkedIn, this is being touted as a disaster. However, Hellmann's has enjoyed an explosion of earned media coverage they could have only dreamed about.
📰 Marketing campaigns generally only ever garner mainstream press coverage if they are incredibly salient or a perceived disaster. Whilst organic coverage is great, Hellmann's will want the sentiment to change, however.
🤔 Coors Light and Lacoste are two brands they could look to for inspiration.
🍺 Last August Los Angeles Angels player, Shohei Ohtani, hit a home run and in the process knocked out an LED ad panel displaying a Corrs Light beer can that made the can look like it had a black square on it.
🏟 Quick in response, Coors Light made can wraps (so people could change the cans they drank from to look like the broken one) and updated stadium signage to replicate the look.
🍻 They subsequently made a limited edition can with the design which sold out at a price point of $17 a can.
📱 This drove online conversation and news media wild: https://lnkd.in/e684J7sD
🐊 Similarly, last week, when Novak Djokovic had to retire from Roland-Garros with a knee injury Lacoste, a Djokovic sponsor, tweeted out this revised logo with a bandaged knee wishing him a speedy recovery: https://lnkd.in/eUwsJpjf.
💻 Again, it attracted widespread media coverage as well as strong online engagement - including a retweet from Novak himself.
🎾 Whilst at first look his withdrawal, which deprived him of the chance to set the record for the most Grand Slams ever won, may have been seen as a sponsor's nightmare, provided an opportunity.
😫 If Hellmann's can get a likely despondent Jack (and his team) onside, there could be a huge win for both player and sponsor that will benefit them both exponentially going forward.
❓ What do you think?
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