Packaging and the World Cup

Packaging and the World Cup

The well-known Argentinean packaging designer Adrián Pierini, writes about how his specialty revolutionizes during mega sport events. He also shows the graphic resources the top brands use when they look for fidelity.  


It is not something new that top brands make use of popular events as a way of connecting with people. But there are few so lucrative as the World Cup.

Passion, drive, union and, above all, the hope of victory are positive qualities which the ones brands want to identify with.

To be out of such an event is like not to exist. That is why it so important for leader companies not only to create a specific thematic product but to provide it with underlying messages which strengthen the traditional search for emotional empathy as well.  

Packaging, a vehicle of feelings

Packaging has been defined many times as the skin of a product, and that definition is perfect during these mega sport events. During the World Cup, skin, mind, and even the consumer’s soul tinges with extreme nationalism. The companies will use, then, the design as a way of stimulating the senses and to establish an affective bond able to break preferences and consume habits. “I’ve always bought this brand but if the competence interprets better my feelings, then it will be the one of my preference”.

Fidelity, in such convulsioned times as the ones during the World Cup, teeters and the non written agreements between manufacturer and consumer can be altered if the product is not able to understand my love for the game or my passion.

In this context, the competition between brands becomes more intense and packaging has to show different strategies to reaffirm the brand leadership: the packagings wear the colors of the country where they are launched; they are used in promotional actions where football is the main character; and to establish a bond with the target which goes further the functional aspect, through innovating formants and ground-breaking layouts, that invite to be kept as a memory of the event.

A global strategic for a global event

The globalization has followers (who see a possibility of coherence and strategic union) and detractors (who feel its implementation will provoke a progressive reduction of local codes). But the World Cup, in spite of its intentionality, does not open those debates. 

It actually seems that it has been created for the globalization.

The nationalism, the thirst for glory and the valuation of physical skill do not recognize frontiers. In this global philosophy, packagings are wanted by everybody and they are an ideal synthesis of all the positive qualities of this event.  

Packaging surprises everyone during the World Cup

Local, regional, global, all the packagings have an innovating style. Special editions use all the resources that help to construct the football imaginary in the consumers: dynamic logos that show joy and action, intense colors which emulate the chromatic variety of the teams T-shirts, technologic textures linked to sports clothes and the backboards, and images representing literal game situations that make us live in advance the hope of victory. These visual stimuli have been gaining quality; they are a clear reflection of how design is becoming one of the most important parts in the strategic mechanism during these mega events.       

Conclusion: The World Cup, great unifier

The wonderful thing about this event is not only the possibility of a country of being superior to the others in football. The emotional union between its participants is definitely more important and positive.

The chances of consumption increase and the companies take this new context very seriously. I prefer to see the marketing actions as a logic manifestation of a positive reality where every one of us, firms and different publics, even for a short period of time, gives free rein to our joy and happiness. The World Cup gives designers an excellent opportunity to “dress” packagings for the party, and it also gives the consumer the chance of benefit himself with a great number of creative offers. So… why don’t we enjoy this together?      

-Adrián Pierini 

About Pierini Partners:

Pierini Partners is a prestigious Argentinean design Studio, which specializes in strategic branding and packaging. Currently, the studio is working with brands like Unilever (USA, England, Brazil, Thailand and Argentina), International Beverages/Inbev (Bolivia, Paraguay, USA, England, Belgium and Argentina), Cadbury Stani Adams (Brazil, Peru, Colombia, Ecuador and Argentina), General Mills (USA and Argentina), Patagonian Waters (USA and Argentina), Sherwin Williams (Argentina), Montepaz (Uruguay), Azucarera Riopaila (Colombia), Moet Hennesy Argentina, and many more.

About Adrián Pierini

He is a graphic designer, graduated from Universidad de Buenos Aires (UBA), where he worked as a teacher. He had worked in Mexico, USA and in Argentina, directing creative teams in the most important Argentinean design studios. He has been offering workshops and lectures in companies and universities in Latin America for over seven years.

Adrián Pierini is currently Pierini Partners´s CEO, also his founder, and has been working for over 18 years. His portfolio includes more than 420 projects, and many of them have been implemented in global scale. He is the author of “Designers Go!”, in which he wrote about different subjects linked to applied methodology and many articles about strategic branding and packaging.

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