To leverage growing excitement around the upcoming 2017/18 football season, Tostitos has launched a campaign called ‘NFL Lucky Bags’ to help fans celebrate/combat team superstitions and act as a lucky charm ahead of kick-off.
‘Lucky Bags’ is a campaign based on the traditions and rituals of each team and centered on a limited edition range of bags branded for different teams.
Tostitos, the official chip and dip for the NFL, has created special bags for fans of 19 different NFL teams.
The Frito-Lay’s brand’s Lucky Bags packaging feature custom graphics (including each team’s logos and colours) along with depictions of specific traditions that are considered ‘lucky’.
Plus, each team bag also contains a Snapchat code that links to a different 30-second video spots showing how and why each pack became a ‘Lucky Bag’ back at the Tostitos factory.
The campaign’s central ‘anthem’ spot ran across the brand’s Facebook page,
and YouTube channel.
While each franchise has its own fan tradition: for example, the Minnesota Viking’s bags were blasted by the team’s famous Gjallarhorn, the Houston Texans’ bags were individually ‘motivated’ by star player Jadeveon Clowney, Pittsburgh Steelers’ bags were made ‘using the power of the terrible towel’, while Baltimore Ravens’ bags benefited from an ‘elite endorsement’ from quarterback Joe Flacco.
New England Patriots
Washington Redskins
Minnesota Vikings
Houston Texans
Pittsburgh Steelers
Seattle Seahawks
LA Rams
Baltimore Ravens
Every ritual can be viewed at Tostitos.com and on the brand’s YouTube channel too.
Several NFL stars (and brand ambassadors) appear in the various spots: including Dallas Cowboys quarterback Dak Prescott, Baltimore Ravens quarterback Joe Flacco, LA Rams lineman Aaron Donald and Houston Texans defensive end Jadeveon Clowney.
The campaign, developed with creative agency Goodby Silverstein & Partners, also encourages fans to share ‘how they get ready for game day with their own unique rituals’ using the campaign hashtag #LuckyBags: those using the hashtag and uploading their own rituals will be in with a chance of being featured on Tostitos’ Twitter, Instagram or Facebook channels.
“Every NFL team has its superstitions that players and fans believe will give them a competitive edge. Tostitos Lucky Bags uses these traditions to turn every team bag into a good luck charm,” outlined GSP creative director Jeff Gillette.
“Creating unique experiences for football fans has been at the heart of our partnership with the NFL for decades. Fans can now have access to these limited-edition bags to share their team pride and give their team a little luck on game day,” adds senior director of marketing at Frito-Lay North America Pat O’Toole.
NFL Lucky Bags will be available regionally at retail in team markets from 14 August.
Comment:
As sports nuts and committed fans ourselves, we wouldn’t actually recommend any NFL lovers throw away their lucky jerseys, pants or socks, but we like the sentiment and team customisation of this campaign.
We’d ask whether every bag for every team really be lucky and whether a brand can create customised support for all the individual teams, but that’d be taking the whole activation far too seriously.
Bring on kick-off.
Links:
Tostitos
https://www.youtube.com/user/tostitos
https://www.facebook.com/Tostitos/
https://twitter.com/tostitos?lang=en
https://www.instagram.com/tostitos/
Goodby Silverstein & Partners
NFL
http://www.nflshop.com/source/bm-nflc…
