The Puma Sutra by ninety9cents

PUMA 2010 World Cup advertising campaign by ninety9cents

Things are gearing up for the World Cup, and we’re seeing more and more 2010 designs. Here’s one that advertising agency ninety9cents produced for client PUMA:

Sports lifestyle brand Puma prides themselves as zigging while other sports brands zag, a strategy that’s all the more important this year since they are not an official sponsor of the Fifa World Cup 2010. The sports life style brand approached ninety9cents to create a campaign that would give their 2010 messaging, Love = Football as much exposure as possible. The aim? To create talkability and further recognition of and affinity for their brand.

Valentine’s Day was the perfect springboard to bring Love = Football to life in an original and unexpected way. It was essential that the campaign not only cut through the clutter but to also give the traditionally romantic Valentine’s Day a sexy edge, all the while bringing the idea of love back to the love of football.

Puma’s Valentine’s Day campaign, including The Puma Sutra booklet, launched on the 12 February 2010, to make as much use of the days preceding Valentine’s Day as possible, while still remaining relevant.

By replacing the word love in various lines with Puma’s iconic football sketch, Puma hijacked Valentine’s Day through restroom branding and table talkers in Primi Piatti’s and News Cafés nationwide. In addition, hotel room door hangers were inserted into The Puma Sutra booklet and were handed out at University Campuses, at Melrose Arch Shopping Centre and Long Street in Cape Town CBD and Camps Bay.

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