Torontonians Attend Cafe Diplomatico Event to Secure Exclusive First Taste of Messi’s Hydration Drink
Soccer legend Lionel Messi’s new brand, Más+ by Messi, yesterday hosted a Canadian launch event at a beloved Toronto Cafe and locally known soccer headquarters, Cafe Diplomatico.
Hundreds of Torontonians and fans lined up outside of Café Dip’s doors to secure an exclusive first taste of Messi’s new hydration drink and for their chance to win a signed jersey from the soccer star.
This was a truly exciting moment to top off the summer of soccer. The drinks are now available in Canada for purchase online and will be coming to 7-Eleven stores nationally as well as Healthy Planet stores in Ontario later this month. Following this, the product will later be available in Circle K stores across Ontario in September.
In addition to the Canadian launch event, this product launch campaign also included the following components:
- Exclusive tasting bar for fans to sample all four delicious flavours of Más+ by Messi and took home a full bottle of their favourite flavour.
- Contest for attendees to win a signed Messi jersey by signing up on the brand’s website
- Digital amplification of event and contest across social media, wild posting, and OOH postings
- Sponsored social media series with local outlets to further drive foot traffic
- Café Diplomatico was chosen to be the location for Lionel Messi’s Más+ by Messi Canadian launch due to its rich history and notability amongst locals as being the go-to place for soccer fans and for the sports community to gather and come together.
Agencies involved include VCCP for strategy and creative, Community for XM and influencer, and Edelman for earned media.
