Once you see it, you can’t unsee it. PumaDive is one of the classical campaign you can never forget. As a marketer it is one of my favorite marketing campaign and you can agree if you are also marketer.
Before I explain the campaign and do it’s AD Review in details, let’s watch AD;
As per their marketing manager;
We all know that we (PUMA) were not official sponsors for the Cricket World Cup, but once we coin the term PUMADive, we didn’t just hi-jacked the world cup, we changed the game forever.
Be it international cricket, Premier League Cricket, women’s cricket or even street cricket for that mater.
Now whenever you see a dive, it will be a PUMA Dive in any game because “ONCE YOU SEE IT, YOU CAN’T UNSEE IT”
So what was the campaign and how they did without doing it?
They introduced hash tag #pumadive on X (formerly known as Twitter), take a picture, use the #tag, the algo of PUMA will analyze the picture on how much % it matches with puma logo and you will get that % of discount & everone just started talking about it.
Many are saying that PUMA just copied the same marketing strategy which was used by Pepsi back in 1983 when Pepsi was not official sponsor but it made confused people.
Pepsi ran a campaign “nothing official about it” (will write more detailed blog on this soon & share here)
So PUMA did same coming up with idea, saying everyone knows we are not official sponsors but we owned it with puma dive.
End result is that PUMA was mentioned on twitter more than Adidas who were official sponsor of the world cup.
PumaDive Campaign Review;
- The perfect marketing is when someone remembers and after you see this ad, you will always resemble each dive with puma dive
- The thought process behind the concept is amazing, a true marketer
- Delivered the message gracefully, owned the whole sports not just the world cup
- I would give 10/10 (very campaigns I give full numbers, this is 1 of those campaigns)
Which is you favorite campaign? Comment below!
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