Euro 2024: brands which ‘football came home’ for (and one which stayed at home).
Another UEFA European Football Championships has drawn to a close, predictably with England coming up short in the final and Spain securing their fourth title after looking like the best team from start to finish.
With a roster of official partners and a whole host of unofficial activity taking place at the same time, we’re going to hone in on some of the best campaigns that focused on old foes, England and Scotland, as well as looking at one that went the same way as England’s fortunes in the final…
Set to the iconic Beatles’ anthem “Hey Jude”, Adidas’ latest campaign focused on the emergence of a new generation of football stars, with a spotlight on Jude Bellingham.
The campaign narrates the journey of national aspirations, driven by a fresh wave of talent aiming for triumph in the 2024 Euros in Germany. At its core, Bellingham embodies the resilience and passion of his supporters, overcoming past setbacks to lead the charge.
This initiative aligns with reports indicating Adidas may introduce a Bellingham logo, inspired by his signature goal celebration, echoing the success of Nike’s “Jumpman” emblem with Michael Jordan.
Adidas brilliantly intertwines the timeless track, “Hey Jude”, with compelling visuals of football legends and rising stars, crafting an emotional and inspiring narrative. The campaign effectively captures the spirit of hope and unity among fans, while the potential launch of a Bellingham logo reflects the brand’s tradition of honoring individual excellence.
The presence of cherished figures like Beckham and Lampard, alongside the rising star power of Bellingham, ensures widespread appeal and deep emotional connection with audiences of all ages.
IRN BRU – “Optimism & Mannschaft Campaign”
IRN BRU scored a marketing hat trick with their three videos that cleverly built on the pre-tournament excitement of Scotland fans ahead of Euro 2024. For those that don’t know, IRN-BRU is an orange fizzy drink that’s known across the UK for being extremely popular in Scotland, making it the perfect vehicle to connect with Scottish fans around the tournament.
In the first video, titled ‘Doctor’s,’ a concerned patient visits her GP to discuss some unusual symptoms: excessive smiling, butterflies in her stomach, a spring in her step, and cheering arms. The doctor diagnoses her as a Scotland fan experiencing a case of something he thought was long gone… optimism. His prescription? A ticket to the Scotland vs. Germany game, to be enjoyed with a can of IRN BRU.
The second video, ‘Cafe,’ features two ladies gossiping in a café about friends who have caught something quickly spreading across the nation. They use innuendos like “that Carol caught it after that night with Georgia, I’ve never known it so wet.” This refers to the Scotland vs. Georgia qualifying round back in November when the pitch was flooded from heavy rain.
As we see Scotland fans celebrate outside the café, the women remark, “Looks like this optimism is really spreading, eh?”
IRN BRU’s latest video, ‘Mannschaft,’ played on the German word for ‘football team’ in a rather cheeky way. The risqué innuendos and Scottish humor proved to be a hit, gaining traction across social media. Unfortunately, the Scots lost their opening game with Germany 5-0.
IRN BRU masterfully crafted engaging narratives in all three videos, captivating viewers from start to finish. The authentic Scottish humor not only stays true to their brand’s roots but also taps into the collective mindset of football supporters, making the content relatable and enjoyable for all fans.
British Heart Foundation – “Til I died”
The British Heart Foundation unveiled a powerful new campaign during Euro 2024 that commemorated the lives of 12 young football fans who tragically lost their lives to heart disease.
Murals were installed in various locations throughout the UK, each one bearing the emotional message “England/Scotland ‘Til I Died,” accompanied by the individual’s story and alarming statistics about heart disease. These murals aim to raise awareness and encourage donations to support lifesaving research, with the ultimate goal of preventing such tragedies.
The campaign leveraged the emotional connection football fans have with the sport to deliver its message playing on the “England/Scotland ‘til I die” football fan chant. By sharing the stories of these young fans, the murals humanize the statistics and highlight the critical importance of heart health.
The campaign successfully harnesses the emotional power of storytelling and the communal spirit of football to raise awareness of Sudden Cardiac Death, encouraging donations and supporting vital research efforts to prevent future tragedies.
And one for the bench…Hellmann’s “Up Your Game”
Famous mayonnaise brand Hellmann’s kicked off its promotional efforts early by positioning itself as the Official BBQ Partner ahead of Euro 2024. Partnering with popular footballer Jack Grealish, the brand aimed to leverage his stardom to boost engagement and drive sales.
The Campaign
The marketing strategy featured a variety of promotional materials, including social media content, posters, and videos centered around the slogan “Up your game.” One of the highlights was the creation of a new ‘Grealish Burger’ as part of the partnership. Hellmann’s hoped to create a buzz among football fans and BBQ enthusiasts alike through the partnership.
The Unexpected Twist
However, things took an unexpected turn when the final squad for Euro 2024 was announced, and Jack Grealish was not included. This unforeseen development led to a wave of mockery across social media, with users ridiculing Hellmann’s for their unfortunate choice of ambassador.
What Went Wrong?
While Hellmann’s couldn’t have predicted Grealish’s exclusion from the squad (a shock to football fans as well), they missed an opportunity to turn the situation around with humor and relatability.
Instead, the brand continued to post their pre-prepared marketing materials, failing to address the situation creatively.
As a result, the campaign lost its momentum, with social media engagement plummeting. A recent video of the brand ‘grilling’ Grealish on his ideal BBQ guests received only 3 likes on X and 52 likes on Instagram, a stark contrast to their expectations.
3 Lessons Learned
So, what can we take from this unfortunate and slightly awkward marketing faux-pas….
#1 – Brands need to be flexible and ready to pivot their strategies when unexpected events occur. Embracing the twist with humor or a clever response could have mitigated the backlash.
#2 – Continuously monitor and engage with your audience, especially during high-profile campaigns. Acknowledging and responding to real-time developments can keep the audience engaged and maintain campaign relevance.
#3 – While celebrity partnerships can be powerful, they also carry risks. Having a contingency plan for unexpected scenarios can help navigate potential pitfalls.
Hellmann’s Euro 2024 campaign serves as a reminder that even well-planned marketing efforts can encounter unforeseen challenges. By staying adaptable and responsive, brands can turn potential setbacks into opportunities for engagement and growth.