Panini Introduces The Goat Of Swaps
Panini has unveiled its latest campaign – The GOAT of Swaps.
Created in collaboration with UK agency Dark Horses, the campaign continues to champion the tagline, ‘Got Got Need’, but introduces a new character to the story – a real living breathing goat.
In last season’s campaign for Premier League Adrenalyn XL trading cards, Panini began anointing anyone who got all their needs and completed their collection as ‘The GOAT of Swaps’. In this latest campaign for the cards’ 23/24 season the figurative concept has found form as a literal goat (resplendent in a phat gold chain) who hands the prestigious honour to the top collectors.
Adam Burns, Creative Director at Dark Horses, said, “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.”
Kate Gritt, Head of Marketing – Sport, at Panini, added, “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!”
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