World 01.02.2024

OIKOS® Returns to Football's Biggest Stage with New Spot 'Hold My OIKOS'

Source: The DairyNews
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As the top teams demonstrate their strength on the gridiron during this year's Big Game, OIKOS is showing up for its fifth year in a row reinforcing strength through its protein-packed snacking choices.
OIKOS® Returns to Football's Biggest Stage with New Spot 'Hold My OIKOS'
In partnership with Hollywood leading actor and comedian Martin Lawrence and football Hall of Famer and media personality Shannon Sharpe, OIKOS is refreshing the age-old punchline 'Hold my beer' with its own take –" Hold My OIKOS"–that puts strength at the center. The dynamic duo helps convey OIKOS' key truth that while athletes require strength for peak performance, everyday individuals also need strength for their lives.

In the brand's latest spot, directed by the widely acclaimed Wayne McClammy, Lawrence and Sharpe are out for a friendly game of golf—that is until they submerge their cart in a hazard. But have no fear, OIKOS' lineup of protein-packed snacks is there to help fuel their strength and save the day. With OIKOS Pro's 20g of high-quality protein and OIKOS Triple Zero's 15g of high-quality protein, along for the ride, we see how strong snacking choices can help unleash the duo's strength and demonstrate that STRONGER MAKES EVERYTHING BETTER®.

"Making my Big Game debut with OIKOS is exciting. I like being able to show America how high protein snack options can support the strength needed for any moment that may come your way," said Martin Lawrence. "While our game of golf takes an unexpected turn, you'll see that I'm not worried. Thanks to great-tasting options like OIKOS Pro and OIKOS Triple Zero I'm able to save the day."

To help celebrate the Big Game, Oikos is taking an integrated approach as part of the "Hold my OIKOS" campaign, leveraging in-store displays, widespread paid and earned media, and the "Snack Strong OIKOS" sweepstakes. Now through February 29, 2024, OIKOS is offering fans a chance to instantly win $25 and $50 Fanatics gift cards, and to enter for a chance to win a Grand Prize Home Theater.***.

"We are proud to display our strength by launching a wholly integrated campaign in our fifth straight Game Day appearance, with our entertaining and hilarious 'Hold My OIKOS' ad creative, point-of-sale display, sweepstakes, and digital media. Through our star-studded talent of Martin and Shannon, we're showcasing how our delicious snacking choices help everyone support their strength," said Rafael Acevedo, President/GM at Danone North America. "While our spot is airing during the Big Game, this isn't just about Game Day strength for us. OIKOS is committed to elevating pathways to strength for all and helping increase more equitable access to nutrition resources in underserved communities to ensure everyone can get the strength they crave."

"I'm personally thrilled to work with OIKOS, not just because it was fun to play a different type of role on Game Day, but also because I'm personally passionate about their mission of tackling nutrition inequities through their work with HBCUs," said Shannon Sharpe. "With strength at the core of OIKOS and of this ad, it's been a perfect match for me. So, be sure to grab your favorite OIKOS flavor, sit back and have a laugh with us during the Big Game."
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