Lionel Messi’s Más+ Next brand has unveiled is first campaign in Canada to promote the Argentine star’s one-on-one street soccer tournament, which will be making a stop in Toronto. Más+ Next Generation Beverage Canada, a company co-founded by Messi last year and owned by The Mark Anthony Group of Companies, is behind the work.
“This is our first truly global campaign and an ambitious initiative to put us at the centre of all-day baller culture, a crucial demographic for the brand to grow,” says Dan Cunningham, global head of brand at the Mark Anthony Group of Companies.
Cunningham tells strategy that Más+ by Messi is a “brand on the march.”
The drink was officially launched in Canada last August, with a celebration at Café Diplomatico in Toronto. Since then, Más+ has been focused on building brand awareness through national distribution, starting with the convenience channel and expanding to health and wellness retailers. Currently, the product is available at 7-Eleven, Couche-Tard, Circle K, Petro-Canada, Parkland Fuel, Walmart, Healthy Planet, Popeyes and Supplement King.
“The core script of the campaign is one of celebrating an evolving baller culture. The tournament is an initiative which fits firmly in this world and brings credibility to Más+ by Messi’s role as a product and a brand for this audience,” Cunningham says.
The 1v1 World Crown tournament celebrates grassroots soccer talent in a fast-paced style, with women’s and men’s players competing in front of Messi in the final for a $5,000 reward. It kicked off Saturday in Los Angeles, with the first of four regional qualifiers. Over the next six weeks, the competition will make stops in Toronto, at Central Tech Stadium on Aug. 16, as well as London and Dublin.
The Central Tech Stadium, according to the brand, will host about 200 participants and attendees, “transforming into a mini football festival for everyone onsite.”
The promotional campaign is supported by social, digital and influencer partnerships. Creators are highlighting the product to generate buzz and increase organic reach. Furthermore, a sampling program is being implemented across Canada, including pop-up events and surprise debuts to get the product into consumers’ hands and stimulate social-media sharing.
UM is handling media buy, while Mekanism and Talk Shop are overseeing PR and Community is responsible for launching the tournament.
Cunningham says that the launch of the campaign and the tournament are timely, as soccer is becoming increasingly popular in Canada, especially among women.
“Canada is a critical market for the brand on a global level,” he adds. “It was the second market we launched the drink after the U.S. And Toronto was seen as a cultural hub to amplify the 1v1 World Crown narrative out to the rest of the Canadian market.”
Unlike other Messi campaigns and tournaments, Cunningham says this summer’s event is differentiated by Messi’s active role in selecting competitors and overseeing the final rounds. The campaign has already garnered 31 million views on Messi’s Instagram channel.
The company plans to make the tournament annual to create a consistent platform for emerging soccer talent to showcase their skills.
