Earning a trip to play in the Super Bowl has its perks, and for Ravens quarterback Joe Flacco, it means becoming more marketable.
While much of the discussion within the media right now relates to Flacco’s market value and the worthiness of a massive new contract next season, one company has already signed Flacco to a different contract – an endorsement deal.
Haribo, the popular candy company and original manufacturer of the popular gummi bear, has signed Flacco to be the new face of their various marketing campaigns.
Flacco, known around the locker room for his sweet tooth, was photographed snacking on pineapple flavored Gold-Bears, his favorite flavor, prior to attending Baltimore’s Super Bowl send off in the Inner Harbor.
While in New Orleans, Flacco will be on the NFL’s grandest stage and Haribo will immediately begin to spread their message that, Flacco will be snacking on Gold-Bears, much like he has on playoff opponents, while planning to take on the San Francisco 49ers. Throughout the week, Flacco will be the focus of multiple advertising campaigns including social media, sales promotions and grass roots marketing according to a spokesman from TBC, Haribo’s advertising agency.
Connecting with Flacco makes perfect sense for Haribo, which has their United States corporate office based in Woodlawn, MD. In addition, their creative direction comes from their agency, TBC, which is based in the historic Baltimore neighborhood of Fells Point.
As Flacco’s success has grown, so has his marketability around the Baltimore area. He is already predominantly seen on coffee cups at Dunkin’ Donuts, and on billboards along major highways urging Baltimore residents to adopt a pet from the Baltimore Humane Society or bank locally with 1st Mariner Bank.
Given that Haribo will go with more grass roots approaches to market their product, how great would it be if Flacco takes a page out Seattle Seahawks running back Marshawn Lynch’s playbook and wears cleats bearing (no pun intended) the pattern of his favorite candy. Flacco doesn’t seem like a guy to pull such a stunt but it would get the media talking.
Lynch was fined $10,000 by the NFL for a uniform violation, but with the attention and publicity Flacco and Haribo would gain during a time when 30-second ads for the Super Bowl are nearing $4 million, that fine may be money well spent.
What is your favorite way to eat gummi bears? Are you a traditional person eating them straight out of the bag or like my old college roommate who used to freeze the gummi bears and then suck on them for minutes instead. If you haven’t tried it, I highly recommend it.