Events like the World Cup prove that packaging is much more than protection. It’s a vessel and a vehicle for celebration.
Limited edition event-orientated packaging doesn’t just ride the hype, it generates it. The brands that associate themselves with the World Cup are creating a reverberating echo of excitement that builds the event up from expectation to kick off. The high-running emotion, passion and aspiration associated with the World Cup present brands with the ultimate opportunity to connect with billions.
Assembled below are the celebratory packaging design efforts of four of FIFA World Cup Brazil 2014's official partners.
McDonald’s
Art & football combine in McDonald’s FIRST EVER redesign of its french fry packs as a reminder that the World Cup isn’t just about sport, it’s a global festival of culture. Who better to bear this message than international arbiters of the ‘something for everyone’ aesthetic?
Designed by international street artists, the packs feature an added interactive element. The downloadable app, "McDonald's GOL!" uses augmented reality that allows customers who hold the packs in front of their mobile devices to play a football obstacle course.
Coca-Cola
Coca-Cola and FIFA have been in partnership since 1950 and the lovers are still going strong for Brazil 2014. Street Art is huge in Brazil and Coca-Cola's World Cup can design joins McDonald's fries (above) in celebration of painted cities. A result of a collaboration with Sao Paulo street artists Speto and BGO, the designs feature the faces of four young Brazilians.
Budweiser
In tandem with its World Cup positioning ‘Rise As One’, official sponsors of the 2014 tournament Budweiser unveiled this limited edition beer bottle. No matter which team emerge victorious, everyone holding a Budweiser will feel like a winner.
Castrol
Castrol's lubricant range is looking better than ever for Brazil 2014. Using a unique sleeve design the packs are literally 'dressed' in the colours of Brazil. The optical illusion-like pattern was created by another true-blue Brazilian artist: Cristiano Siqueira.
