Brands, often awkwardly, got in on U.S. World Cup fever

We may still call it soccer, but the United States appears to finally be falling for the world’s most popular sport. A feisty national team doesn’t hurt. Yesterday’s U.S.-Portugal game — OK, match — was a rollercoaster ride for fans, with an early deficit erased and then followed by a thrilling go-ahead goal, only to have a gut punch in the final minute with an equalizer by Portugal. Brands came along for the ride.

Not all brands were bummed by Portugal’s early goal.

Still, many got excited when the U.S. came back.

Count on Charmin to find a new angle, taking advantage of excitement after Clint “Deuce” Dempsey’s goal that put the U.S. up 2-1.

OK, let’s not get cocky here now, minty mouth rinse.

Oh dear. Hamburger Helper had no assistance on offer after Portugal’s tying goal in the last minute of extra time.

Wait, Listerine, I thought you were on our side — and what’s with the spelling? Traitor.

McDonald’s looked on the bright side — and get in a product plug along the way.

Chips Ahoy saw an opportunity for an Oreo moment — and promptly flubbed it like U.S. defenseman Geoff Cameron’s clearing kick that gave Portugal its first goal.

Well, at least we might get free pizza for the deciding game versus Germany.

https://digiday.com/?p=79084

More in Marketing

esports gamers

How Ubisoft’s measured approach to esports paid off at Six Invitational 2024

With the success of last weekend’s Six Invitational competition, video game publisher Ubisoft may have finally cracked the code to make esports a genuinely profitable venture for all involved.

As competition stiffens in digital marketing, Orangetheory Fitness reconsiders performance spend

It’s been a debate for years: How can performance and brand marketing co-exist to push sales and boost brand awareness or affinity simultaneously? It’s a question that Orangetheory Fitness is now asking itself after 14 years in business. 

How esports company Blast is claiming it’s officially profitable

Blast’s expansion is an encouraging sign for the broader competitive gaming industry, particularly given the ongoing “esports winter.”