Overview
- A partnership announced Tuesday between Gustavo Gusto and Sky lets buyers scan a box QR code to stream Sky’s film Ein Sommer in Italien – Die WM 1990 at no cost.
- The limited packaging reaches stores on Friday, May 15, and the offer applies only to the Margherita and New York Style variants.
- The documentary, usually behind Sky and Wow paywalls, features archival footage and new interviews with 1990 players such as Jürgen Klinsmann and Rudi Völler.
- Packaging art shows a younger Lothar Matthäus created with AI, and the former captain publicly backed the campaign as a way to revisit 1990.
- Gustavo Gusto’s CMO says the project leans on nostalgia rather than the current tournament, which could drive freezer‑aisle trial for the brand and sample viewing for Sky.