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EsportsVirtus.Pro announces Halls partnership
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Virtus.Pro announces Halls partnership

April 26, 2021

Russian esports organisation Virtus.Pro has partnered with Mondelez International-owned cough drop brand Halls .

As a result of the partnership, Halls will release a promotional video in collaboration with Virtus.Pro’s Dota 2 roster.The video will be released on the esports organisation’s official Youtube channel.Image credit: Virtus.Pro

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Halls’ branding will also be integrated into Virtus.Pro’s accounts.This includes, among other activations, logo placement and producing articles on the esports organisation’s site.

Anna Semchuk, Halls’ Senior Brand Development Manager, commented: “For more than 120 years, the Halls brand’s mission has been to help the world breathe better.A charge of menthol in each pack is a crisp breath of air, an opportunity to focus on the moments that matter.

“Halls gives you a boost of concentration so you can get the most out of the game.The creative idea is ”Nothing will distract you from winning if you are charged with concentration with Halls” – perfectly reflects the new brand positioning”.

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Halls joins the likes of bookmaker Parimatch, peripherals firm HyperX, and automotive manufacturer Haval, among others, as partners of the esports organisation.

Sergey Glamazda, Virtus.Pro’s General Manager, added: “ESforce Holding (Virtus.Pro’s partner company) has been cooperating with the Mondelez brands for a long time.

Joint projects have repeatedly shown their effectiveness and this time Halls brand becomes a Virtus.pro partner.

I am pleased to welcome Halls and I am confident that our collaboration will resonate with the esports audience.” According to the release, ESforce Holding collaborated with agencies VMLY&R, Carat , and The Story Lab when brokering Virtus.Pro’s partnership with Halls.Halls becomes the latest brand to try and utilise esports to target a younger demographic.It’ll be interesting to see how both entities market this collaboration, with answers likely to be revealed when the promotional video is released..