The Overview

Basketball is one of the most popular sports in Spain, ranking number one for female following and number two for male following, behind football.

This countrywide passion for the game was bolstered by the growing success of the national basketball teams, who won both the Men’s FIBA Basketball World Cup and the Women’s European Basketball Championship respectively, in 2019.

The Spanish Basketball Federation (FEB) is responsible for appointing the management of the men’s, women’s and youth national basketball teams. As of May 2019, the federation has 3,619 registered clubs and 385,110 federated basketball players, being the second biggest federation after the Football Federation.

The Brief

2020 saw Kellogg’s — already highly immersed within this sporting phenomenon, sponsoring events such as basketball summer camps, Gigantes (the leading basketball publication), and the Mini Basketball League — partner with the Spanish Basketball Federation (FEB) to develop the “win prizes every day” promotion mechanic, with each pack featuring a unique code that could be scanned into a promotional landing site, for a chance win basketball themed prizes, including signed caps and jerseys.

Targeted at a family audience, it was vital that this promotion was communicated in-store with the energy and dynamism of a competitive basketball match.

As adaptive athletes, Aire stepped in to slam-dunk this promotion, by developing a fun, family-friendly packaging and point of sale (POS) campaign that would jump-shot out at shoppers.

The Result

More than 85% of Aire’s work is for international/non-UK markets and learning all about Spain’s obsession with basketball was a fantastic experience for our creative team.

Bringing our packaging design and POS design expertise into play, we first created a master design, introducing the basketball icons and developing a lively arena backdrop which captured the movement and pace of the game. Then, we adapted the approved master design across 9 different cereal brands, 8 pack formats and POS design variants, including aisle fins, wobblers and free-standing display units (FSDU), further elevating the promotion and creating maximum impact in-store.

This vibrant promotion was elevated by a full suite of consumer engagement activations: in stadiums and social media, together with exclusive customer experiences such as VIP tickets, meet and greets and signed memorabilia.

By working with FEB and its players, not only are Kellogg’s collaborating with one of the biggest sporting organisations in Spain, they are championing diversity by partnering with both male and female teams, while also promoting active and healthy lifestyles.

“Aire did an excellent job of managing my expectations and pushed the project through with time to spare. They were quick to reply to emails/calls and I felt completely in the loop with progress. They raised queries throughout which is always great (never assume anything) and their keen eye for detail was a wonderful support to the process.”

– Tayler Regan, Innovations & POS Manager

To find out more about our transformative packaging design and POS design services, book your Aire time today!