The Nestlé World Cup Smarties Celebrate Soccer in Germany
Michael Hemsworth — May 30, 2018 — Lifestyle
The Nestlé World Cup Smarties have been released in Germany as a way for soccer fans to celebrate the competition and show nationalistic pride for their home team.
The candies are packaged in a grass-themed packaging that contains individual pieces that are red, black and yellow in color to correlate the treats to the German flag. The limited-edition candies celebrate World Cup 2018 for consumers of all ages to enjoy and correlate the brand with get togethers when watching coverage of the events in Russia.
The Nestlé World Cup Smarties have been unveiled alongside new hollow chocolate figurines that are crafted to look like players, are crafted with premium milk chocolate and filled with the same Germanic flag-colored candies as the other options.
The candies are packaged in a grass-themed packaging that contains individual pieces that are red, black and yellow in color to correlate the treats to the German flag. The limited-edition candies celebrate World Cup 2018 for consumers of all ages to enjoy and correlate the brand with get togethers when watching coverage of the events in Russia.
The Nestlé World Cup Smarties have been unveiled alongside new hollow chocolate figurines that are crafted to look like players, are crafted with premium milk chocolate and filled with the same Germanic flag-colored candies as the other options.
Trend Themes
1. Nationalistic Food Products - Brands can create limited edition products that encapsulate national pride and resonate with consumers during key events like the World Cup, to strengthen brand identity.
2. Sports-themed Food Packaging - Food and beverage brands can use sports-themed packaging to align with major sporting events and engage consumers who are fans of sports, creating a deeper connection between brand and individual.
3. Limited Edition Product Releases - Brands can release limited edition variants of well-known products to create buzz and incentivize consumers to engage with the brand during a specific time period, boosting brand loyalty and sales.
Industry Implications
1. Confectionery Industry - Confectionery brands can release limited-edition sweets with unique packaging or flavor profiles that follow major events to drive sales by connecting with consumers’ passion and excitement surrounding the event.
2. Food and Beverage Industry - Food and beverage brands can attract sports fans to engage with their products by creating sports-themed packaging or limited edition products that resonate with the excitement of the sporting event, promoting brand advocacy and loyalty too.
3. Marketing Industry - Marketing agencies specializing in brand identity can work with products brands to create unique marketing campaigns around major sporting events like the World Cup, to acquire newfound consumers and increase brand awareness and sales.
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