Nabisco Launches ‘Can’t Miss Moments’ Team USA Winter Olympic Activation Via Ritz 'Ice Skating Dad' Spot

Ritz Crackers has joined its parent company Nabisco/ Mondelēz’s “Can’t Miss Moments” campaign activating its sponsorship of the United States Olympic Committee ahead of February’s Winter Olympic Games.

Launched in January, the Team USA snack sponsor’s Ritz work is led by a TV commercial that sees a dad attempt a comic (cringe worthy) Olympic ice skating routine in his living room (in his socks instead of skates) to try and make his kids laugh.

His performance is judged by his family seated on the lounge sofa: he is awarded scores and the gold-ish Ritz crackers.

The idea is that when the Winter Olympics are on the television (in this case, US figure skater Polina Edwards performs her Olympic routine in the background on the television) it leads to family moments and Ritz snacking moments.

Premiering on the Jimmy Kimmel Show live on ABC,

the spot is also amplified across the brand’s digital and social channels – including Facebook.

The tagline, “Celebrating Team USA with your own can’t miss moments makes life rich. RITZ”, is part of the parent company’s umbrella Team US activation that aims to “help Team USA spark joy back home by celebrating the unique and special ‘Can’t Miss Moments’ that bring us together”.

Nabsico, the maker of Oreo, Ritz and Chips Ahoy, and which in turn is owned by Mondelēz International, signed a multi-year Team USA sponsorship in September 2017 and the alliance’s activation started in earnest from 1 January ahead of the Olympic Winter Games 2018.

Led by brands Ritz, Oreo and Chips Ahoy, the company is bringing “Can’t Miss Moments” to life for customers with in-store work as well as ad campaigns.

From 21 January, all three Nabisco brands feature Team USA-themed packaging and the iconic Oreo cookies come embossed with Team USA-themed emblems.

Nabisco is also running a #BitetoWinSweepstakes: offering customers and fans chances to win big by mirroring their favorite athletes.

The idea is that as US Olympians bite into their medals during the PyeongChang podium medal ceremonies, fans are invited to take photos of themselves biting into Oreo, Ritz or Chips Ahoy! products and share on social media for a chance to win a $10,000 entertainment package or hundreds of other prizes awarded each day of the Olympic Winter Games¹.

Further activations spans additional TV, digital and social media content campaigns and in-store recipe sampling.

Comment:

This mainstream, family focused snack/food sponsor spot is one of the less creatively notable Team USA Winter Olympic partner campaigns: other Team USA tie-ups running prior to PyeongChang 2018 in the category range from Kellogg’s and Hershey’s to Cheetos.

“Team USA and the Olympic and Paralympic Games embody a long-standing tradition of celebrating outstanding moments. Just like the Games, our brands bring people together – from teammates to roommates, fans to families – to share a moment, big or small,” said Stephen Chriss, Head of NA Marketing Activation/Partnerships, Mondelēz International at the time of the announcement.

“Through this sponsorship, we’re joining the celebration and honoring those “Can’t Miss Moments” that bind us, whether it’s a Team USA athlete at the Olympic Winter Games or fans at home coming together to watch and cheer, while sharing a snack.”

“With the anticipation of the Olympic Winter Games ramping up, we are thrilled to team up with two 2018 Team USA hopefuls who may be representing our country in PyeongChang,” said Jason Levine, Vice President of Marketing, Mondelēz International.

“As they continue their journey towards the international stage, we’re proud to support the “Can’t Miss Moments” Ligety and Kim have been working so hard to achieve. We look forward to helping their fans, who will be cheering them on from afar, fuel their own moments at home.”

Links:

Ritz

https://www.youtube.com/user/RitzOpenForFun

https://plus.google.com/u/0/+ritzcrackers

http://www.ritzcrackers.com/

https://twitter.com/Ritzcrackers

https://www.pinterest.co.uk/ritzcrackers/

https://www.facebook.com/ritzcrackers

Oreo

http://www.oreo.com/

https://twitter.com/oreo

https://www.facebook.com/oreo