A Wee Gift For A Historical Moment

To celebrate Scotland’s 23-year wait for an international football tournament, team captain, Andy Robertson, wanted to surprise the squad and backroom staff ahead of the start of the EURO 2020/21 with a unique money-can’t-buy gift.

We worked closely with eight brands and packaging specialists to create a special gift box that paid homage to the team’s Scottish roots. Each gift box was bespoke to the team, with multiple layers of product and personalisation, all visually showcasing the Scottish heritage brands.

Products included:
– A personalised inscribed Johnnie Walker Blue Label
– Lyle & Scott Scotland polo shirts
– Bespoke Scotland Tennent’s Lager
– Bespoke Scotland BrewDog Dead Pony Club Beer IPA
– Walkers Shortbread
– One off glass bottle of IRN-BRU
– Special Scotland Edition FIFA 21
– Bang & Olufsen special Scotland E8 Earphones

We chose to wait for Andy Robertson himself to post his gift box across his social channels to drive traction organically from sports press, as well as utilising his social post in media pitching – this also resulted in 11 of the players from the team posting the gift boxes to their channels. We then distributed a top-line media alert that outlined all gifting content to a targeted list of national sports publications which resulted in 73 pieces of earned media coverage both online and print. The gift boxes sparked widespread conversation across national, sport, and even broadcast titles such as Sky Sports, SPORTbible and Mail Online.

It’s funny how a little gifting can go a long way!