FMCG

Just as its acronym states, FMCG is a fasting moving and aggressively competitive category. Increasing price sensitivity and the rise of supermarket ‘own-brands’, brand managers have tackled this by focusing on building strong brands through sponsorship. Sponsorship has the power for these brands to generate desire and consideration either though use of IP at the point of purchase or experientially as consumers enjoy the match or as players re-hydrate on the field of play.

2004 – 2017 our team consulted and activated the Coca-Cola portfolio of global sponsorships advising on the sponsorship strategy, sponsorship negotiation and development and implementation of the brand’s core creative idea from the Men’s UEFA Euros to the Olympic Games in 2004, 2008 and 2012.