To launch Messi’s hydration drink Más+ By Messi, we tapped into culture and created an ownable experience: Más+ By Messi 1v1. More than a campaign, the 1v1 series became a global movement that brought together ballers and Messi fans across cities, turning streets, courts and small pitches into stages for ballers brags and community celebration.
We placed Más+ at the intersection of football skill, street culture and fandom—spaces where authenticity matters more than a 30 sec ad spot.
Partnering with the Baller league, local hosts and partner crews ran qualifiers that felt organic to each city’s scene, while a consistent global format connected the dots into a recognizable movement.
Product sampling, event-branded kit and on-site hydration zones made Más+ part of the game rather than a separate message, supporting trial at the moment of relevance.
Simultaneous and staggered 1v1s across key markets— America & Europe —each tailored with local DJs, street artists and commentators to reflect the neighborhood vibe.
Matches featured local street legends, academy prospects and superfans invited through social channels, plus surprise appearances from Messi-affiliated talent to drive credibility and excitement.
Short-form clips of defining moments—nutmegs, last-second goals, emotional reactions—were produced on-site, optimized for social distribution and shared by players, amplifying reach organically.
Digital registration, match uploads and social tags created a data layer for tracking participation, impressions and conversion from trial to repeat purchase.
Cultural resonance: Más+ secured a position within street football culture rather than just consumer mindshare, establishing long-term authenticity.
User-generated content and influencer shares multiplied reach beyond paid media, lowering acquisition cost per engaged fan.
Brand loyalty foundation: The 1v1 format cultivated repeated interaction—players and spectators returned to compete or watch—converting event attendees into brand advocates.