Chapeau! 🎩
Stanley’s latest campaign with Lionel Messi is nothing short of brilliant. Think about it: not only are they teaming up with arguably the greatest “fútbol” player of all time, but they’re also tapping into a cultural phenomenon that’s been gaining momentum in the CPG world, Mate.
This partnership feels like a masterstroke. Who better to associate with Mate than the most famous Mate drinker in the world? It’s not just authentic; it’s aspirational, relatable, and incredibly smart from a brand positioning perspective.
The implications for Stanley are huge. This move introduces the brand to an entirely new demographic (dudes), one that’s rapidly growing in the U.S. as fútbol continues to cement itself in mainstream culture and one that they didn’t have.
Beyond that, it’s a massive boost for brand awareness, recognition, and search volume (because let’s face it, people are Googling “Stanley Mate” right now)
Then there’s the ripple effect:
• The content marketing potential here is endless. Imagine the storytelling opportunities around how Messi integrates Mate into his life.
• Ad campaigns practically write themselves. Pairing the discipline and focus of an athlete with a product that’s part of their daily routine? That’s gold.
• It’s a chance to connect on a deeper level with consumers who view Mate not just as a drink, but as a ritual.
I love seeing brands make moves like this where authenticity meets strategy in such a seamless way.
Could crash (just like Solo Stove’s campaign with the good Snoop Dogg), but still seems like a brilliant move.
PD: all my argentinian friends are sending me the post through IG and will be buying 100%
"The Messi x Stanley 1913 partnership is a lifetime in the making. Stanley 1913 has been a part of Leo's family and life since he was a kid growing up in Argentina. His authentic use of Stanley 1913 products in his daily life, including our Originals mate collection, makes this a perfect fit. We are excited and proud to introduce iconic and innovative products that are built for performance and with functional design across our Originals and hydration categories that reflect Messi's connection to his culture and sport." - Matt Navarro, Global President, Stanley 1913.
For Leo Messi, mate is more than a beverage, it is a connection to his family, culture, and sport community:
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