Ferrero promotes its own sticker album for the 2018 FIFA World Cup. Stickers are given to shoppers who collect enough products of the ‘LOVEBRANDS WM 2018’ special edition. Photo: Ferrero

Ferrero promotes its own sticker album for the 2018 FIFA World Cup. Stickers are given to shoppers who collect enough products of the ‘LOVEBRANDS WM 2018’ special edition. Photo: Ferrero

Packaging World stricken with Football Fever

Renamed

A football rather than a rum barrel features in the logo of Captain Morgan’s rum for the FIFA World Cup 2018. Photo: DIAGEO Germany GmbH

A football rather than a rum barrel features in the logo of Captain Morgan’s rum for the FIFA World Cup 2018. Photo: DIAGEO Germany GmbH

Rewarding marketing

“We are Belgium” reads the World Cup claim of Belgian beer brand Jupiter, which renamed itself “Belgium” for five months. Photo: AB-InBev

“We are Belgium” reads the World Cup claim of Belgian beer brand Jupiter, which renamed itself “Belgium” for five months. Photo: AB-InBev

As early as 2016 for the Summer Olympics in Rio the AB-InBev group had already renamed a beer. Back then Budweiser became “America” – definitely clever timing for product placement before the US Presi

As early as 2016 for the Summer Olympics in Rio the AB-InBev group had already renamed a beer. Back then Budweiser became “America” – definitely clever timing for product placement before the US Presidential Elections in autumn 2016. Photo: AB-InBev

Tic Tac in black-red-gold with pictures of the German national team players on the sweet candies.  Photo: Ferrero

Tic Tac in black-red-gold with pictures of the German national team players on the sweet candies. Photo: Ferrero

TIGHTLY PACKED