Russian esports organisation Virtus.Pro has partnered with Mondelez International-owned cough drop brand Halls.
As a result of the partnership, Halls will release a promotional video in collaboration with Virtus.Pro’s Dota 2 roster. The video will be released on the esports organisation’s official Youtube channel.
Halls’ branding will also be integrated into Virtus.Pro’s accounts. This includes, among other activations, logo placement and producing articles on the esports organisation’s site.
Anna Semchuk, Halls’ Senior Brand Development Manager, commented: “For more than 120 years, the Halls brand’s mission has been to help the world breathe better. A charge of menthol in each pack is a crisp breath of air, an opportunity to focus on the moments that matter.
“Halls gives you a boost of concentration so you can get the most out of the game. The creative idea is ”Nothing will distract you from winning if you are charged with concentration with Halls” – perfectly reflects the new brand positioning”.
Halls joins the likes of bookmaker Parimatch, peripherals firm HyperX, and automotive manufacturer Haval, among others, as partners of the esports organisation.
Sergey Glamazda, Virtus.Pro’s General Manager, added: “ESforce Holding (Virtus.Pro’s partner company) has been cooperating with the Mondelez brands for a long time. Joint projects have repeatedly shown their effectiveness and this time Halls brand becomes a Virtus.pro partner. I am pleased to welcome Halls and I am confident that our collaboration will resonate with the esports audience.”
According to the release, ESforce Holding collaborated with agencies VMLY&R, Carat, and The Story Lab when brokering Virtus.Pro’s partnership with Halls.
Esports Insider says: Halls becomes the latest brand to try and utilise esports to target a younger demographic. It’ll be interesting to see how both entities market this collaboration, with answers likely to be revealed when the promotional video is released.