Molto COOL series ft Euroleague Stars
“Molto” croissant, that you probably all know, is one of the main sponsors of EuroLeague. Maybe that’s one of the reasons why some of their ads have to do with athletes.
For example, in one of their commercials, basketball players are the protagonists who try to exchange their basketball (with their autograph on it) for Molto. They ask a little kid to do the trade, but the boy doesn’t accept this. Their latest campaign, that we’re going to discuss below, also falls under that category.
Other than that, a previous commercial depicts an Eskimo eating a Molto croissant and becoming friends with animals: “To be with friends is cool” he says. Lastly, there is another very innovative campaign, which shows a young “cool” boy who turns on his radio and it starts playing a traditional Greek song. A man in a suit stands up and starts dancing to the music, linking, this commercial to Greek heritage and traditions.
“Molto” is a croissant that gives you the energy to go and do cool things. That is the motto of the company. It makes people act cool and that is the message of the spots above.
This year, “Molto” croissant — being one of EuroLeague’s premium partners — decided to create an advertisement hiring star basketball players to participate in it, like Vasilis Spanoulis, Nick Calathes, Juan Carlos Navarro and Brad Wanamaker.
The video depicts these basketball stars in a very different way. They are dressed as rappers, singing for the big trophy, which couldn’t be anything else but the delicious “Molto” croissant. All the basketball players seem to desire the victory, in order to enjoy that epic treat and it the end of the spot, a young boy seems to challenge them, saying that only the best one deserves the croissant.
One very interesting fact about this advertisement is that it first aired during the commercial break of “Survivor 2”. In case you’ve never heard of it, “Survivor” is the most popular entertainment show in Greek television with its general viewing ratings reaching over 30%. You can find it at “Skai” channel, from Sunday to Thursday, at 9.30 p.m. and it is certain that you will stumble upon the “Molto” commercial more than once during the breaks.
This is a very well thought strategic move for the brand, since the majority of Greek viewers are bound to see this commercial in between the broadcasting of their beloved show. Their entire target group is there at that specific time. Everyone from teenagers to adults is religiously watching the games, maybe even children like the young boy we see in the commercial.
It is clear that “Molto” has given this a lot of thought and has invested a great amount of money, not only in order to hire some of the most famous basketball players, but also to have their advertisement air during peak hours. A move that resembles the commercials that air during Superbowl in the United States.
All in all, it is clear that “Molto” is aiming to set focus on their desired target group and they do so successfully. It’s not the first time that “Molto” introduces a commercial about basketball, which could mean that this was a rather safe strategic step for them. They make sure that anyone who likes sports and especially watches EuroLeague basketball will get the hint. Each and every one of the basketball players wants to win the unique trophy, the croissant “Molto”. Thus, the idea that they want to convey is that, if you want to be as cool as these players, all you need to do is simply try their favourite croissant!
Team Viral Vixens: Marina Karvouni, Eirini Tsv, Elena Tsakiridou, georgia flaouna
