After the Euro 2020 tournament was postponed for a year, what happened to all the sponsors’ cardboard displays? Thanks to close monitoring and a smart overarching approach, POP Solutions ensured that biscuit and chocolate giant Mondelēz International could use their displays this year, as if they had just come out of production.
In March 2020, POP Solutions’ Cardboard team delivered over 3,700 displays and 1,500 standees and photocalls for the Côte d’Or and TUC brands of Mondelēz International, the new sponsor of Belgium’s national football team. When the announcement was made a few days later that Euro 2020 had been postponed, POP reacted quickly: all the display materials were carefully stored with the client’s logistics partner. On POP’s advice, all materials were thoroughly checked in the presence of all parties in February 2021 to ensure that they were in perfect condition for the official campaign launch in April/May.
For Côte d’Or, who had waited a long time for the chance to work with Belgium’s Red Devils, it was especially important that the launch went off without a hitch. “Côte d’Or had wanted to partner with the Belgian national team for some time,” confirms Kelly Usewils, Shopper Activation Manager at Mondelēz International. “But we were waiting for the opportunity to become the main sponsor.”
The popular chocolate brand and Belgium’s favourite team have joined forces under the slogan ‘We Go For Gold’. This is a huge honour for Côte d’Or, whose name literally translates as ‘Gold Coast’. “Like the Red Devils, Côte d’Or has long had a place in Belgium’s heart,” says Kelly. “And just like football, chocolate offers intense moments that bring people together. That’s why, like all Belgians, including the players, we are more focused on going for gold than ever before!” Behind this aim is an impressive promotional machine: the displays produced by POP Solutions are part of a broad 360° media campaign that also encompasses TV and online marketing actions, social media marketing, promotions, limited edition packaging, competitions and much more. The campaign started just after Easter and will continue until the end of the Euros on 11 July.
Thanks to POP’s close monitoring of each display and transparent communication between TMS, Mondelēz International and POP, all the original communication materials can now be seen in all their glory at cora, Carrefour, Intermarché and AD Delhaize supermarkets, as well as some petrol stations. And they are already proving popular! “POP’s display materials are incredibly stylish – it’s a pleasure to work with this type of material,” says Kenzo Putteneers, Field Promoter at Mondelēz International. “I love installing this kind of striking display. They definitely have the wow factor, and that helps Côte d’Or stand out with consumers.”
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