“Back in the ’90s, [the mantra] was, ‘bigger is better.’ Today, bigger is not always better,” he said. “Consumers are actually looking for smaller packaging to enjoy their cola in different ways—especially during these snackable moments in these big group gatherings.”
The brand also celebrated some of its other notable celebrity partnerships—such as Britney Spears, Ray Charles, Tina Turner and Madonna—with a nostalgic diner pop-up earlier this year. However, O’Neal’s legacy made him an easy choice for the new campaign.
“If ‘big’ was Shaq’s thing in the ’90s, now that he’s a little bit older and in the modern era here, he really appreciates that good things come in small packages,” said Kaplan.
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