Bimbo ‘Make a Flag and Show Your Spirit’ Soccer promotion.

As the World Cup enthralls millions of viewers, Bimbo bread is helping fans show their pride. From now until the end of the tournament, popular wristbands are included inside all packages of marked Bimbo bread. Over 2.5 million bracelets come in three colors: red for passion, green for faith and white for purity. Consumers can collect all three to make the Mexican flag and show support for one of the World’s greatest soccer team.

“This promotion combines two of our passions, pleasing our customers and soccer. For the same everyday low price, you can buy your favorite Bimbo bread AND show your spirit for the Mexican national soccer team.” said Juan Esaa, Bimbo brand manager. “Collect all three wristbands to make a flag and show your spirit!”

Additionally, Jorge Campos, a symbol of Mexican soccer and one of the World’s best goalkeepers, is teaming up with Mexico’s leading baking company in this promotional program aimed to coincide with the World Cup.

Campos’ picture is featured on point-of-purchase displays throughout the U.S. during the promotional program. The displays include six-foot-tall cutouts of Campos and feature the slogan “Solo necesitas pasion.” Over a million loaves of Bimbo bread will feature new packaging showing five different images Campos, current mentor of Mexican team, relevant information and his signature. Bimbo is also releasing a new :15 and :30 second Spanish-language television spot to air on major Hispanic stations. Also, Bimbo is releasing a :60 second promotional radio spot featuring Enrique “El Perro” Bermudez, one of most well known soccer announcers among Hispanics, and Jorge Campos. This spot will air on major Hispanic radio stations across the country.

“Just as Campos’ passion made him a world class champion, Bimbo’s passion for creating the highest quality products has made us a world class leader in the baking industry,” said Esaa. “This program links our passion for our work with our customers’ passion for soccer.”