Iconic sports collectables brand Panini, famous for its seminal World Cup sticker albums stretching all the way back to 1970, is introducing a new brand character – ‘The GOAT of Swaps’.
Launched ahead of the upcoming Premier League season, the ‘real, living breathing goat’ will appear throughout an integrated promotional campaign created by London agency Dark Horses for Panini’s ‘Adrenalyn XL’ trading cards.
Running from August 10, the creative will break across social and digital channels throughout the coming weeks and will anoint anyone who manages to complete their full Premier League Adrenalyn XL trading card collection as ‘The GOAT of Swaps’.
“To create a new character for such an iconic brand like Panini has been the dream brief. Swapping stickers outside the newsagents and on the playground got me hooked on football, so we set out to capture that pure joy of completing your collection, with a little help from our four-legged friend,” Dark Horses creative director, Adam Burns, said.
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This year’s campaign will build upon last year’s GOAT concept with an added twist – in that a physical goat (resplendent in a ‘phat’ gold chain) will now bestow the honour upon the worthy collector.
Panini head of marketing – sport, Katie Gritt, added: “There is no better way to start a Premier League season than by collecting Panini Premier League Adrenalyn X 2024 Trading cards and swapping with your friends on a mission to add all your favourite players to your collection.
“This campaign captures the thrill of those all-important swaps in a fun and relevant way. The GOAT debate has cemented itself in football culture and this campaign is the perfect way to celebrate our collectors, giving them the opportunity for GOAT of Swaps status!”
