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NFL Player Alvin Kamara's Love for Airheads Candy Takes Centre Stage in New Campaign

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Video series gives fans a peek behind the plays that make Kamara the most exciting offensive superhero in today’s football

NFL Player Alvin Kamara's Love for Airheads Candy Takes Centre Stage in New Campaign

Airheads and Huge are launching its latest brand campaign. 

In an episodic content series called 'Play by Play', Huge created four hero spots and a variety of GIFs featuring Kamara's most iconic plays, depicting his uncanny athleticism. The content is being served in real-time during this season’s NFL games, and is slated to run throughout the Saints’ football season. 

New Orleans Saints running back Alvin Kamara, named NFL 2018 Offensive Rookie of the Year, really loves Airheads. From passing out Airheads to his team after a touchdown and sitting on a throne of Airheads, to fans creating Airheads-themed fan art of Kamara, the love is real. 

The catch? The candy brand didn’t know about this love until late October 2017, when the rookie sensation randomly mentioned Airheads in a tweet. By allowing word of Kamara’s love for Airheads to grow organically, the love affair between Kamara and Airheads took on a life of its own for the duration of the 2017-2018 NFL season. 

Although the relationship between Airheads and Kamara began organically, the two have joined forces for the 2018-2019 season and created a new brand campaign starring Kamara. The campaign will run right up to playoff season.

And, it’s not stopping there. In partnership with Kamara, Airheads has developed a special  Airheads Watermelon Zoom!, inspired by Kamara’s favourite flavor, watermelon. While the Airheads Watermelon Zoom! is available only to Kamara, it doesn’t mean he won’t share. This season, as Kamara passes out his post-touchdown Airheads to teammates and fans, the Airheads Watermelon Zoom! will bear his name and likeness.

Stephanie Creech, communications manager at Airheads said, “We’ve been working with Kamara for nearly a year now, and it’s amazing to see how this partnership has grown organically. Since we’ve begun interacting with Kamara, Saints players have even started referring to Airheads as their ‘voodoo magic’ on the field, and we’re happy to be a part of the team in a fun way.”  The Kamara work follows a campaign launched by Huge and Airheads earlier this year, titled “Airheaded,” which played on nostalgia to reintroduce the famed candy brand to an older audience.

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Client

Brand: Airheads

Creative Agency

Creative Agency: Huge

Genres: Comedy, People

Categories: Food, Confectionery

HUGE USA, Tue, 13 Nov 2018 17:47:39 GMT