Challenge:
Más+ challenged us with launching the brand in Canada and making sure it was launched in front of the right people: passionate sports fans. The goal was to capture attention, drive awareness, and create meaningful engagement that would make Más+ top of mind for Canadian consumers. The challenge was to design an activation that felt authentic to soccer culture while encouraging trial, conversation, and digital amplification.
Strategy:
We launched at Toronto’s Café Diplomatico, a well-known hub for soccer fans in the city. At the activation, four tasting bars at the entrance successfully captured attendee attention and created opportunities for 1-on-1 engagement with BAs to communicate key messages. We upped the ante and excitement by offering a chance to win a signed Messi jersey and had Toronto FC players in attendance to further connect the brand to Canadian soccer fans. 23 influencers participated in the event and produced branded content, further amplifying awareness across their channels.
An OOH campaign extended visibility across the city, delivering 2.6M+ impressions through outdoor screens and placements in high-traffic areas. Nationally, we developed a mass-awareness digital campaign with the goal of impressions and clicks. With a combined reach of 811K+ on Instagram and 5.4M+ on TikTok, the event and campaign not only built brand recognition but also drove users to the masbymessi.com store locator to find nearby purchase locations.
