Hitting to the Opposite Field to Win Against Category Leaders
Spitball transformed Cholula from a challenger to a mega-brand, skyrocketing from 7th to 2nd in market share and overtaking legacy leader Tabasco by choosing sponsorships over traditional television.
the spitball idea
Gain national brand awareness by disrupting America’s Pastime with a unique branded takeover.
Cholula had to make a splash and steal attention from Franks and Tabasco with a fraction of their budgets. The major league baseball “Flamethrower” concept, a unique on-air radar gun graphic, was the start of an immersive sponsorship that helped Cholula become the fastest growing hot sauce.
Spitball stretched the budget by going direct to individual teams rather than MLB corporate. This key decision led to more flexibility and control of hand-picked and custom-created placements to specifically be seen by both stadium-goers and TV fans.
“Spitball identified and created a platform to increase brand awareness through partnering with regional MLB teams. Not only did they expertly negotiate all deals but their hands-on approach to maximizing the programs aided in increasing brand recognition and trial.”
Putting Product in their Mitts
Getting product in people’s hands was a key objective of the idea to increase trial and usage. Spitball worked with stadium food service to create custom, branded menu items and condiment station takeovers.
TV Without the Big Ticket Price
With lean budgets, Spitball sought in-stadium placements that had big time TV camera visibility during games, including behind home plate, scoreboard bookends, outfield fences and bullpen signs. It also helped reach two teams for the price of one by having visibility with both home and away team fans.
All-Star Placements
To surround fans with unique brand impressions, Spitball worked with individual teams and MLB.com to create experiences and placements that reinforced the program.
Caps Off to Our Cholula Wall
A custom 15,000 cap mural wall was the centerpiece of the “Cholula Porch” at the Texas Rangers’ stadium, a complete brand domination that had visibility both inside and outside the stadium.
The sponsorship program resulted in
800% ROI
compared to a traditional TV spend.
Source: Repucom