A new company is breaking into the Canadian market with a drink launched by soccer icon Lionel Messi.
Soccer icon Lionel Messi is launching his own drink to break into a market where most athlete hydration drinks sacrifice their preferred flavour.
The captain of the Argentine national team is unveiling Más+ by Messi in Canada, following its U.S. debut in June. Más+ Next Generation Beverage Canada, a new company founded by Messi, is behind the launch of the product, which comes in four different flavors.
Más+ Next Generation Beverage Canada general manager David Giancoulos tells strategy that the company wants to position the drink as a brand that is not just for elite athletes, and that goes beyond a single sporting event.
“We’re showing Canadians that they don’t need to sacrifice on quality for great taste. Más+ by Messi has natural flavours, no artificial sweetners or colours and no caffeine. Delivering what Messi describes as “positive hydration” to Canadians,” Giancoulos says.
The name Más+ was chosen because it resonates with Messi’s career and the way he lives his life, always finding more to give, the company says. The symbol represents an extra boost of positivity, encouraging consumers to enjoy more of their friends, family and life.
The four flavors are also named after inspirational milestones in Messi’s life to appeal to the public. Miami Punch is inspired by the city where he lives with their family, Orange d’Or is based on his eight Golden Ball wins, Berry Copa Crush represents his seven Copa del Rey titles with Barcelona, as well as his Copa America and World Cup victories with Argentina, and Limón Lime League celebrates his three UEFA Champions League wins.
Giancoulos says Canada is a key market for the drink, as Canadians are constantly looking for better products to help them stay healthy, and because soccer is a booming sport in the country. Partnering with Messi gives the company an opportunity to reach an engaged fan base and offer them something new and exciting, Giancoulos says. The drink’s target audience is Canadians who want to move, play and live more, including soccer fans.
The company shared initial details of the drink on Instagram to encourage Canadians to pre-register for a chance to be the first in the country to get it. These posts also led consumers to an official website to learn more about the product. The brand will also host an event at Toronto restaurant Café Diplomatico, where visitors will be able to sample all the flavors and take home a bottle of their favourite. To support the event, there will be posts around the city, as well as owned and paid content on Instagram.
VCCP handles strategy and creative for the drink, Edelman is in charge of PR, Whaler and Junction 37 of the influencer support, XM of the experiential, and T&PM of the paid media.
The Canadian retail launch of the beverage will begin in late August at 7-Eleven stores across Canada. In September, Ontario residents will be able to purchase it at Circle K stores. Additional retail partners will be announced by the brand in the coming months.
