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Mondelez Uses First-Of-Its-Kind Holographic Display To Promote Soccer Campaign


Coupon publisher News America Marketing (NAM) is rolling out a new in-store vehicle that will support a nationwide campaign around soccer from Mondelēz International.

Holographic Display is a high-definition image projection that creates the illusion of a three-dimensional moving object, with an optional audio component. This in-store vehicle is the first of its kind to be displayed in U.S. grocery stores, and Mondelēz International is the first company to make use of it in the U.S. grocery market by leveraging the displays for its multi-brand 2015 soccer campaign, #PassTheLove.

Holographic Display creates the illusion of a floating advertisement and can be seen in the aisle, allowing brands to break through the clutter, according to NAM. Mondelēz International brands Ritz, Trident and Chips Ahoy are the official snacks of U.S. Soccer, and these interactive displays are being used to reinforce the authentic connection between snacks and the sport of soccer. The Holographic Display for Mondelēz International will consist of a rotating, three-dimensional soccer ball that introduces consumers to the iconic snack brands with the help of a superstar U.S. Soccer athlete.

The technology represents a first for Mondelēz International in store, and the company says it sees it as a seamless fit with the #PassTheLove campaign. The program is the company’s largest multi-brand effort to date and one that is grounded in engaging with consumers through interactive digital and social media activations. During June and July, consumers and fans everywhere are invited to share a message of support for the U.S. Women’s National Team at PassTheLove.com, where submissions are gathered on a digital fan wall of support and consumers can win instant prizes for participating.

“Our snack brands are leaders in finding creative ways to interact with consumers in real time through digital technologies, and we’re excited to bring our #PassTheLove campaign to life in such an engaging way at retail during a time when the entire country is buzzing about the sport of soccer,” said Stephen Chriss, senior director, North America consumer engagement and marketing services, Mondelēz International.

Added NAM CEO Marty Garofalo, “Our goal is always to provide the most creative, innovative solutions for our clients. “We are delighted to generate some excitement in grocery store aisles by making Holographic Display available to our clients.”

Holographic Display program for Mondelēz is currently running in select Price Chopper, K-Mart and Food Lion stores.

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