World Cup Fever Hits Packaging

Published on Monday, Jun 09 2014

With only a couple of days left till the start of FIFA’s 2014 World Cup, football fever is starting to set in across the country.

Many brands are kicking off their football inspired promotional campaigns with TV, print and social media adverts going live that latch on to the sporting event to increase exposure.

One brand however has gone above and beyond the rest and has actually changed its packaging in line with the games.

Food giant McDonalds has taken its World Cup drive to the next level by redesigning its iconic red ‘French fry’ packaging to coincide with the games. The company has commissioned twelve artists from across the world to design football inspired artwork for their packets to celebrate the event and it is the first time the company has undertaken a global overhaul of its packaging to this extent.

McDonalds is also bringing a digital element to its new packaging with the fry box working alongside an app they are introducing. The app has built in augmented reality technology, allowing consumers in essence to scan their smartphone across the box to start the reality game.

Steve Easterbrook who is the Senior Executive Vice President and Global Chief Brand Officer at McDonalds has stated that:

“This is the first time in brand history we’re changing the packaging design of one of our customers’ most favourite menu items on a global scale, and what better reason than to share in the excitement of one of the most prestigious sporting events in the world. This is about bringing fun, innovative programming to our customers and celebrating our shared love of football. We’re excited to be able to do that through an engaging, interactive mobile experience, and of course with our World-Famous Fries.”

Time will only tell how successful the campaign will be, but with the hook of the World Cup and the advertising budget at McDonald’s disposal we are sure it will score well!

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