Instead of traditional adverts 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 personal showcase and community celebration.
Cultural activation: We placed Más+ at the intersection of football skill, street culture and fandom—spaces where authenticity matters more than polished advertising.
Grassroots reach: 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.
Seamless brand integration: 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.
Execution highlights
Global localized events: Simultaneous and staggered 1v1s across key markets— America & Europe —each tailored with local DJs, street artists and commentators to reflect the neighborhood vibe.
Talent and community mix: 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.
Content-first approach: 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.
Sampling at scale: Branded hydration booths and player handoffs ensured product trials were embedded in the experience, with QR-enabled activations for instant sign-ups and follow-up offers.
Measurable engagement: Digital registration, match uploads and social tags created a data layer for tracking participation, impressions and conversion from trial to repeat purchase.
Results and impact
Cultural resonance: Más+ secured a position within street football culture rather than just consumer mindshare, establishing long-term authenticity.
High trial rates: On-site sampling at moments of exertion drove immediate product trials and favorable first impressions.
Organic amplification: 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.
Why it worked
Relevance over interruption: By inserting Más+ into what fans already care about—skill, competition and culture—we achieved attention without interrupting it.
Experience-led sampling: Product was experienced in context (after a hard match), enhancing perceived benefit and recall.
Local authenticity with global scale: A replicable format allowed local flavor to flourish while maintaining an identifiable global identity for the brand.
The Más+ By Messi 1v1 transformed a product launch into a cultural moment—driving trial, building credibility and creating a sustainable platform for ongoing community engagement.