Case Study: 2018 FIFA World Cup Merchandising Experience
An exclusive merchandise collection for soccer fans to "celebrate the beautiful game with the world"Held every four years, FIFA World Cup is a football (soccer) tournament that brings together the planet’s best teams and players to determine the sport’s world champion. According to Vox, it’s the world’s most-watched event. While a long-time supporter of soccer, in 2017, Constellation Brands’ Modelo brand family joined CONCACAF (Confederation of North, Central American and Caribbean Association Football) as an official sponsorship partner and was designated the “Official Beer of the CONCACAF Gold Cup”. CONCACAF is one of FIFA’s 6 continental governing bodies for association football.
Leveraging its partnership with the confederation, Modelo annually releases special-edition products and promotions using soccer-inspired designs. As Design Lead on the Constellation Brands account, I was asked to design exclusive Modelo-branded retail and promotional merchandise aimed to drive awareness of the Modelo “Official Beer of the Beautiful Game” / “Celebrate the Beautiful Game with the World” campaign for the globally anticipated 2018 FIFA World Cup.
Discovery + Strategy
The project kicked off with consultation meetings and stakeholder discussions where we identified, clarified and prioritized project and campaign requirements. After agreeing on project objectives and brief, I began strategizing by defining target consumers, project goals and opportunities.
Leverage Modelo and CONCACAF brand partnership assets to design a World Cup themed product collection. The series of items should include hard and soft goods fit for Modelo consumers and channel partners.
- D2C: Modelo beer and World Cup/soccer fans over 21 years of age. Sold through retail outlets and modelousastore.com
- B2B: Channel and distribution partners. Sold through constellationbeergear.com
- Create awareness of brand's partnership with CONCACAF during FIFA World Cup 2018
- Activate fan engagement, drive consideration, sales and brand advocacy through merchandise experiences
- Develop custom, premium products that are memorable, meaningful, of collectible-quality and not generic; keeping the look-and-feel consistent with the event campaign theme
Customer Segment Profiles
Direct-to-Consumer
Business-to-Business
Creative Approach
I created trend direction and moodboards as conceptual guides to ensure design solutions are customer-centric and aligned with objectives.
*Trend forecasts sourced through WGSN and other sites throughout the internet*
Design Execution
Cinch Sports Sack
Sketch & Ideation
Product Renders
Final Production & Release
Replica Soccer Jersey
Sketch & Product Render
Final Iteration
Final Production & Release
promotional merchandise
2 Color print Graphic Tee
Other Novelty items
