Mango partners with Antoine Griezmann for another innovative marketing campaign
Roberta HERRERA
Mango
On the occasion of the launch, the Atlético de Madrid footballer stated that “Move Forward is an expression that represents my life and connects me with the brand’s values, style, and garments.” Griezmann also talked about his resilience, saying, “When I fall, I always pick myself up, try again, and have the determination to look forward and pursue my next goal.”
Without a doubt, this philosophy has served as inspiration for Mango’s men’s line. In its latest campaign, the Barcelona-based label aimed to highlight motivational messages such as “the importance of never giving up” or “pushing oneself to achieve the set goals.” According to the company, criticism seems to have become “a constant in our society, even during moments of triumph.”
“Antoine Griezmann is a prominent figure in the sports field and an example of resilience who has overcome numerous difficulties and criticisms throughout his career. He is the perfect ambassador to represent the self-improvement spirit of Move Forward,” stated Pilar Riaño, director of communications and institutional relations at Mango, about the 2018 World Cup
Throughout his career, the athlete has been involved in numerous philanthropic activities, including supporting the NGO Un Rien C’est Tout and advocating for LGBTQ+ rights and gender equality in sports. In addition, his French nationality and media influence in the market reinforce Mango’s strategic expansion plans in the country.
Criticism inspires guerrilla street campaign
In regards to the “new brand concept,” the manager emphasised that it embodies “the essence of Mango Man in accompanying the contemporary man in his daily challenges, so that he can be the best version of himself and achieve whatever he sets out to do ” by providing “garments made of technical materials with special fabrics.” Therefore, the new collection comprises versatile and comfortable linen and knit garments. Tailored to the “man on the go,” the collection includes relaxed suits, knits, summer shirts, as well as travel backpacks, bags, sandals, and espadrilles.
To promote this launch, the company headed by Toni Ruiz launched a guerrilla marketing campaign in the cities of Madrid and Barcelona. Banners were displayed on some of the most important streets, and advertisements have been placed on public transport anonymously over the past weekend, featuring some negative comments directed at the footballer from real press or social media publications, such as “Griezmann is worse than a toothache” or “What’s wrong with Griezmann? No goals, no shots on target, no assists…”
Additionally, on Monday, April 24, Mango will project the campaign video in iconic locations such as Paseo del Born and Josep Tarradellas in Barcelona, as well as on Paseo de la Castellana and the streets of Segovia and San Millán in Madrid.
Founded in 2008, the Mango Man line has a commercial network of over 650 points of sale across 90 countries, and an online presence in over 75 markets. In its previous campaigns, Mango Man has collaborated with prominent personalities from the worlds of sports, cinema, and fashion including Gerard Piqué, Zinedine Zidane
The company, founded in Barcelona in 1984, closed the last financial year with a 20.3% surge in revenue, generating its highest sales ever of 2.688 billion euros. 36% of this figure came from the online channel. Today, the brand has a presence in 115 countries.
