“Again within the ’90s, [the mantra] was, ‘larger is best.’ In the present day, larger shouldn’t be all the time higher,” he mentioned. “Customers are literally in search of smaller packaging to get pleasure from their cola in numerous methods—particularly throughout these snackable moments in these massive group gatherings.”
The model additionally celebrated a few of its different notable celeb partnerships—equivalent to Britney Spears, Ray Charles, Tina Turner and Madonna—with a nostalgic diner pop-up earlier this yr. Nonetheless, O’Neal’s legacy made him a simple alternative for the brand new marketing campaign.
“If ‘massive’ was Shaq’s factor within the ’90s, now that he’s somewhat bit older and within the fashionable period right here, he actually appreciates that good issues are available small packages,” mentioned Kaplan.
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