Más+
It’s January. Messi has been developing a drink with one of our clients.
The name, logo and packaging has been decided, but there’s no ink on a deal or liquid in a bottle yet. Retailers haven’t been pitched to but a launch date is set for June.
It was at this point I was asked to come in and CD the project.
We had 5 months to make shit happen and 2 hours with Messi to make shoot happen.
Everything from retailer sell-in decks to employee announcement films,
influencer packs to instagram reels.
We sold out everywhere within an hour of launching.
Then it got restocked and sold out in under an hour again.
Billions of impressions, millions of likes, and a fair few late nights.
We teased his followers with a mysterious factory visit, a shake of hands and a date.
Then we saw Leo taste-testing alongside his wife.
Then we revealed the name and logo.
Messi reported for training with the product.
We interviewed him about football, family and his new chapter as founder of Más+.
We used it as episodic content to grow our brand channel organically.
An Assist from Messi(s) as his kids gave the very first product reviews.
We sent out influencer packs and had some of his famous friends unbox.
We launched in the city Messi now calls home: Miami.
And then we went state to state.
A Snapchat filter introduced people to the product. Messi then surprised them with a photobomb. If you snapped a pic toasting, you were in with the chance of a trip to Miami to meet him IRL.
We sold out online within an hour. Twice.
