EAST HANOVER, N.J., July 9, 2015 /PRNewswire/ -- After months of rallying fans coast to coast to #PassTheLove to the U.S. Women's National Team, the Official Snacks of U.S. Soccer are celebrating the squad's thrilling world championship in delicious fashion.
Sunday, the U.S. Women's National Team defeated Japan and claimed the women's world title for a record third time. MondelezInternational, maker of RITZ, TRIDENT and other snack brands, is amplifying its multi-year partnership with U.S. Soccer with a series of activities to help make the team's historic ticker-tape parade Friday in New York City even sweeter for consumers and fans with behind-the-scenes content, product sampling and more.
The celebratory push is the latest effort from the snack brands' ongoing #PassTheLove campaign – the largest multi-brand program to date for Mondelez International – which rallied consumers to share messages of support for the team in social media and help spread passion for soccer during the month-long competition in Canada.
"Our #PassTheLove campaign was all about rallying fans to inspire these athletes with support, so we're proud and honored to have the opportunity to create even more excitement for the celebration of their incredible win," said Stephen Chriss, Senior Director, North America Consumer Engagement and Marketing Services at Mondelez International. "We marveled with the rest of America as these amazing athletes galvanized the entire country, and the tremendous support we witnessed is further proof that soccer passion is skyrocketing."
The U.S. Women's National Team's ticker-tape parade in New York City's iconic "Canyon of Heroes" is scheduled for 11 a.m. onFriday, July 10. The Official Snacks of U.S. Soccer are planning several ways to enhance the experience, including:
Branded Floats & On-Site Sampling: RITZ and TRIDENT will sponsor four parade floats, and conduct product sampling and other fun experiences to make the parade even sweeter for fans.
Custom Confetti Rains Down Love: The #PassTheLove campaign gathered messages from fans to support the team via social media, and now several of those inspiring messages will appear on custom confetti from RITZ and TRIDENT which onlookers can shower onto the players during the parade.
Exclusive Behind-the-Scenes Content: RITZ, TRIDENT and the Official Snacks of U.S. Soccer will continue their ongoing efforts to share real-time content on Twitter and Facebook with fans. The brands will offer behind-the-scenes access and content from all four sponsored floats, giving consumers everywhere an inside look into this historic celebration as it unfolds.
A Continuing Effort to #PassTheLove
Mondelez International snack brands have supported U.S. Soccer for the past two years through a socially charged campaign called #PassTheLove. The campaign first launched in 2014 in support of the U.S. Men's National Team ahead of the competition inBrazil, and evolved in 2015 to support the U.S. Women's National Team.
The 2015 #PassTheLove campaign was executed through thousands of retail displays, including the first-ever holographic displays at grocery stores; shopper marketing programs; breakthrough real-time social content; adaptive advertising, including an ongoing partnership with Blink Studios; interactive consumer events; and in-person consumer engagement at U.S. Soccer games before the team departed for Canada.
Through its expanding sponsorships and engaging consumer activations, Mondelez International has rapidly established itself as a key supporter of the sport at a time when attendance and enthusiasm for soccer are rising. Beyond its designation as the Official Snacks of U.S. Soccer (Men's and Women's National Teams) and individual sponsorship with star player Alex Morgan, Mondelez International recently announced a deal to become the Official Snacks of Major League Soccer.
"We look forward to continuing to participate in the growth of soccer in America and are already looking ahead to 2016," said Chriss. "Our goal is to open the sport up to new consumers and reinforce how our snacks increase the fun of soccer, whether you're at the stadium, watching on TV or playing the game."