EAST HANOVER, N.J., April 23, 2014 /PRNewswire/ -- Today, Mondelez International, the makers of OREO, RITZ, TRIDENT, HONEY MAID and SOUR PATCH KIDS, unveiled an innovative and engaging new campaign which highlights the unique and personal ways that fans and consumers embrace soccer – and invites people everywhere to #PassTheLove.
Beginning this month and continuing as the U.S. Men's National Team prepares for the world's largest sporting event, these beloved cookie, cracker, candy and gum brands – collectively known as the Official Snacks of U.S. Soccer – will partner with soccer stars like Clint Dempsey, Alex Morgan and Omar Gonzalez to create a consumer movement where soccer enthusiasts across the country unite to #PassTheLove of the sport.
This bold, integrated campaign – the company's largest multi-brand program to date – was designed to be sharable at its core and utilize real-time content, adaptive advertising, experiential events and ongoing consumer engagement to empower and reward consumers when they help celebrate the cheers, anthems, pageantry, rituals and all other elements that feed the spirit of soccer.
"Passion for soccer is reaching a fever pitch across the country, and #PassTheLove is a true call to action for people to share the special connection they have to the world's most popular sport," said Stephen Chriss, Senior Director, North America Consumer Engagement and Marketing Services at Mondelez International.Igniting a Consumer Movement The campaign will encourage people to share what they love about soccer using #PassTheLove. These individual expressions of fandom from consumers will collectively tell a rich story about the ways people are drawn to the sport. "This isn't about the X's and O's of the games, it's about inspiring people to #PassTheLove by sharing the personal connection they have with the sport, whether they're cheering from the stands, watching at home or playing the sport themselves," said Chriss.