Weber World Cup Promotion

Overview

Weber Mexico was preparing a special promotion connected to its FMF (Mexican Football Federation) grills, where customers could participate for major prizes, including double passes to the stadium, a 98" screen, instant rewards, and guaranteed gifts with purchase.

The promotion already had a commercial mechanic, but it needed a stronger campaign idea: a name, a visual identity, and a creative concept capable of turning a purchase-driven activation into an emotional football experience.

Blanco Magenta stepped in to provide creative and visual direction, developing naming routes, conceptual sketches, and campaign ideas that could connect Weber's grilling culture with the passion of Mexican football. From there, we worked alongside the talented Figment design team to bring the chosen direction to life through a powerful master graphic and a flexible campaign system.

The selected concept, Pasión al Carbón, transformed the act of grilling into a match-day ritual. The visual world placed the Weber grill at the center of the stadium experience, creating a direct link between the backyard, the game, and the dream of being there in person.

From the master graphic, the campaign expanded into multiple promotional touchpoints, including the campaign website, social media ads, and digital materials designed to drive participation and clearly communicate the steps: buy your FMF grill, register your purchase, and choose your reward.

"Pasión al Carbón turned a retail promotion into a football moment—connecting the fire of the grill with the emotion of the stadium."

Result

The result was a complete promotional campaign identity that gave Weber Mexico's activation a clear name, a memorable visual concept, and a strong communication platform. What began as a prize mechanic became a campaign experience with emotional appeal, retail clarity, and enough flexibility to live across digital ads, promotional landing pages, and consumer-facing materials.