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When the Packaging Industry Celebrates the UEFA European Championship
Germany is in football fever. The UEFA European Championship kicks off on June 14, but for brands, the party has already begun. Footballs, flags, and fan articles have been adorning snacks, drinks and packaged foods for months. We present a selection of players among food packaging that get us in the mood for the game days.
A lot of packaging of sweets by the confectionery company Ferrero contain codes that soccer fans can use to obtain stickers of the German national team and other fan articles.Ferrero Awards Codes
Duplo and Hanuta are also back. This time, the Ferrero collection campaign includes a ten-digit code in the secondary packaging of multipacks of various Ferrero brands. The screwcaps of the popular Nutella brand also contain a code in their EM edition. This code can be used to order stickers or fan articles free of charge after registration.
Pringles Renamed
There are lots of other collector’s promotions and packaging with a fun effect. The snack manufacturer Kellogg’s has renamed its Pringels brand potato chips “Pringooals”. The classic packaging, the iconic cylinder shape, has remained. Individual countries are cheered on in the print, “Come on England” or “Forza Campioni”, for example.
Coca-Cola and Volvic Play Along
The German team and fans are the focus of the Coca Cola brand’s returnable cans: in addition to the 22 players, Coca Cola is also featuring a male and female fan on its products for the first time, representing fans throughout the country. Naturally, UEFA sponsor Bitburger is also playing its part, presenting national flags in the bottle caps.
Danone’s Volvic water brand has changed their PET bottle sleeves especially for the European Championships. A soccer ball as a symbol, plus the promise of an “inimitable freshness kick” and the advertising message is already among consumers.
The company mymuesli is a license partner of the German men's national team in the cereals product category. The muesli tins are presented in the official branding and the design includes pictures of players.The company mymuesli is a licensing partner of the German men’s national team in the “cereals” product category. The cereal tins are presented in the official branding and with the players in the design.
The list of European Championship sponsors and promotions is long. Confectionery manufacturer Storck has also named its Dickmann’s brand chocolate marshmallows “bull’s eye” in the display and is presenting its Knoppers brand confectionery in a special secondary packaging in the half-time edition. And even sausages have something to do with the European Championships: Packaging by the Wiesenhof company contains participation codes that fans can redeem online to enter a competition for VIP tickets. The examples show: packaging is an ideal marketing ambassador and the perfect stage for the game.
