Project Summary
Giannis Antetokounmpo has been competing for being the best basketball player in the NBA for a while now. And one thing people love about him, is his humour. He was born and raised in Greece, until he was 18 and Milwaukee Bucks NBA team drafted him in 2011.
He has always been known as 'the Greek Freak', since his rookie season in 2013. And has been a stable for branding himself and advertising when collaborating with other brands. One thing he loves is ketchup, and he loves it with nuggets and hotdogs. Deciding to parter this love for the sauce and his nickname, creating Freak Sauce, collaborated with Heinz.
My goal was to create packaging that was a representation of Giannis and that one people could recognise. Using the deep green from Milwaukee and the basketball texture as the background to enhance that immersion, and the name FREAK SAUCE, as the name pairing that with having it coloured green, which Hienz have previously done in the past.
BRIEF
To create a variant bottle of Heinz ketchup in partnership with Giannis Antetokounmpo. Creating a competition campaign to help promote the product.
Deliverables
-Label Design, suitable for glass and plastic bottle.
-Jersey Design
-Basketball Design
-Promotion for the competition on social media
STRATEGY
Giannis Antetokounmpo also known as the ‘Greek Freak’ is a Nigerian Greek basketball player for the Milwaukee Bucks in the NBA.
His personality revolves around broken English, naughty innuendo jokes and being silly.
His love for ketchup had me envisioning a collaboration between himself and Heinz in order to create a campaign to promote Heinz latest ketchup, ‘Freak Sauce’.
Using the bucks app and typing in your 12 digit code found on the cap of the Freak Sauce bottle you can enter a chance to win a bundle of Heinz x Bucks prizes, including a Heinz x Bucks Giannis Antetokounmpo jersey.
The label design has a subtle design in which by having the type in the middle being roughly similar to normal Heinz products but removing the word Ketchup would have people drawn to it. Paired with the background in which is a textured dark green basketball leather and the black rubber that you would usually find on a basketball. The choice of having the ketchup green was because they had executed it previously and also to have that colour link to Giannis from his team Milwaukee Bucks.
Label development, ending with the textured green basketball in the Bucks green, the team colour.