Tag: puma

Meat Pack Hijack

Meat Pack is the trendiest shoe store in Guatemala that is known for its edgy and irreverent style. For their new discount promotion they created Hijack, a GPS based tracking enhancement of their official Meat Pack smartphone app.

Every time a customer entered the official store of one of the brands sold at Meat Pack, the app would trigger a special promotional message that gave the customer a chance to earn a discount that started at 99% and then decreased by 1% every second. The countdown stopped when the customer reached the store. šŸ˜Ž

As a result more than 600 costumers were hijacked from the competitors and all discounted merchandise were sold in record time. For generating more word of mouth, the app also automatically posted the customers successful discount redemption on their Facebook profile.

Puma Fastest Purchase

Puma Faas 500 are supposedly the fastest sneakers in the world. So Puma Mexico created an in store initiative where they increased their store sales by rewarding their fastest customers.

Customers were made to take a ticket when they entered the store and another one when they checked out. Depending on how much time it took them to purchase the shoe, they got a discount! šŸ˜Ž

Puma: HardChorus for Valentineā€™s Match Day

When Valentineā€™s Day lands on match day

This year 14 February, Valentineā€™s Day, fell on a Sunday. For men everywhere this presented a dilemma. Love or football. Atletico Madrid vs Barcelona, Manchester City vs Liverpool, Napoli vs Inter, or romance with a loved one?

A love song delivered like a terrace chant

Puma recognized this dilemma as ā€œThey want to be in your arms. You want to be in the standsā€, and so with Droga5 created the Puma HardChorus.

A crowd of football supporting men, assembled in a pub to sing Savage Gardenā€™s Truly Madly Deeply, which then football fans could send to their loved ones while enjoying the game. An Italian version was also created where a similar group sang Umberto Tozziā€™s 1977 hit Ti Amo.

In European football culture, match day is a ritual with its own language, loyalty, and emotion.

Puma HardChorus English version:

Puma HardChorus Italian version:

Why it works: it turns the conflict into a gesture

The genius is the tone swap. It takes the toughest-coded environment in the brief and makes it do something unexpectedly tender. That contrast creates surprise, and surprise creates shareability.

It also gives the viewer control over the trade-off. You are not choosing between football and your partner. You are converting match-day energy into a message that says, ā€œIā€™m here, Iā€™m thinking of you, and yes, Iā€™m still going to the gameā€.

What Puma is really selling in the background

This is not about listing product benefits. It is about aligning the brand with a lived tension and resolving it in a way that feels culturally fluent. Puma borrows the credibility of the stands, then uses it to deliver romance without embarrassment.

What to steal for your next ā€œtwo audiences, one momentā€ problem

  • Name the real conflict. This works because the tension is true, not manufactured.
  • Use a familiar cultural code. Stadium chanting is instantly recognisable and instantly readable.
  • Flip the code without mocking it. The humour is in the contrast, not in making fans look stupid.
  • Make it easy to pass along. If the output is meant to be sent, it needs to stand on its own.

A few fast answers before you act

What is Puma HardChorus?

A Valentineā€™s match-day idea where football supporters sing romantic songs like stadium chants, which fans can send to their loved ones while they watch the game.

What is the core mechanism in one line?

Turn terrace energy into a love message, then make it easy to share directly with the person who feels ā€œsecond placeā€ to football.

Why does the idea feel funny and effective?

Because it flips a tough-coded cultural setting into a tender gesture. The contrast creates surprise, and surprise creates shareability.

What is the audience ā€œproblemā€ it solves?

It resolves a real conflict between two priorities by converting match-day behaviour into a signal of care, rather than forcing a binary choice.

What is the most transferable takeaway?

If you have two audiences competing for the same moment, design a simple action that transforms the conflict into a gesture one person can send to the other.