You’ve seen the TikToks. You’ve probably scrolled past the frantic tweets of people running around local convenience stores in the middle of a rainy Tuesday. For a minute there, it felt like the entire country was looking for one thing. And no, it wasn’t a rare Prime flavor or a limited-edition sneaker. It was a golden cap. Specifically, a bottle of Más+ by Messi.
The Lionel Messi UK scavenger hunt basically turned the UK into a giant board game for a few weeks in early 2025. It wasn't just some corporate PR stunt—well, it was, but it was the kind that actually got people off their sofas.
If you missed the chaos or you’re still trying to figure out if it’s still going on, let's break down the reality of what happened when the GOAT decided to hide treasure in Wrexham, Edinburgh, and London.
The Hunt That Took Over the High Street
It started with a simple challenge from Leo himself. He launched his new hydration drink, Más+, and instead of just sticking it on the shelves and calling it a day, he decided to make us work for it. He hid 10 special bottles across the UK.
These weren't your average plastic bottles. They had golden caps and were signed by Messi.
The deal was pretty straightforward. If you found one of these 10 bottles, you didn't just get a sugary drink; you got a "money-can't-buy" prize bundle. We're talking a year’s supply of the drink, exclusive merch, and the big one: a trip for two to Miami.
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Imagine walking into a SPAR in Wrexham to buy a pint of milk and walking out with tickets to see Inter Miami. That’s essentially what was on the table.
Where Were They Hiding?
People were losing their minds trying to guess the locations. The brand chose ten specific SPAR stores across the mainland—spanning England, Wales, and Scotland.
- Wrexham was a massive focal point. Thanks to the whole Ryan Reynolds and Rob McElhenney "Welcome to Wrexham" effect, the town is basically a footballing pilgrimage site now.
- Edinburgh saw its own local SPAR get a "special drop."
- London was obviously in the mix, with fans scouring city locations.
What made it clever was the "First 100" rule. At each of the ten participating stores, the first 100 people through the door got a free bottle of Más+. Only one of those 100 bottles had the golden cap. It was basically Willy Wonka's Golden Ticket, but with electrolytes instead of chocolate.
The Flavors That Fueled the Search
If you were part of the Lionel Messi UK scavenger hunt, you weren't just looking for any old bottle. You were looking for specific names that sounded like a career highlights reel:
- Orange d’Or: A nod to his record-breaking eight Ballon d’Or awards.
- Miami Punch: Celebrating his current chapter in Florida.
- Berry Copa Crush: Honoring those Copa del Rey and World Cup wins.
- Limón Lime League: A tribute to his dominance in the UEFA Champions League.
Honestly, the names are a bit "marketing-heavy," but fans didn't care. They wanted the signature.
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Why the UK?
Messi doesn't play here. He never played in the Premier League (much to the disappointment of basically every football fan). So why launch a massive interactive event in Britain?
It’s about the "beautiful game" connection. Jeremy Kanter, the Global CMO for the brand, mentioned they wanted "big energy" for the UK launch. By tapping into the local culture of the "high street" and the community feel of local shops, they managed to create a buzz that a standard TV ad just couldn't touch.
Plus, Messi has a weirdly specific history with random UK spots. Remember ten years ago when he just casually showed up in a helicopter at Hackney Marshes? The man knows how to do a surprise entry.
What Most People Got Wrong
There was a lot of misinformation flying around during the peak of the hunt. People thought you could find the bottles in any shop that stocked the drink. Wrong. It was limited to ten specific locations at a very specific time (starting March 17, 2025, at 4 pm). If you were looking in a corner shop in Bristol three days late, you were out of luck.
Another misconception? That it was only for the "hardcore" collectors. While the signed bottles are worth a fortune on the secondary market (check eBay if you want a shock), the event was designed for the average shopper. The fact that SPAR—a brand synonymous with "nipping out for bread"—was the partner made it accessible.
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The 2026 Connection: Is More Coming?
As we move through 2026, everyone is looking toward the World Cup in North America. Messi is now 38, turning 39 soon. There's constant talk about whether he’ll lead Argentina one last time.
During the UK hunt, Messi actually addressed his fans, saying he hoped the excitement of the scavenger hunt mirrored the "motivation to achieve goals" in football. It’s clear he’s using these brand activations to stay connected to fans outside of the US and Argentina while he weighs up his physical fitness for the summer of '26.
Actionable Steps for the "Next" Drop
While the original golden bottle hunt has wrapped up its main UK phase, Messi's brand is far from finished. If you want to actually win something next time, here’s how to prepare:
- Follow the Right Accounts: Don't just follow Messi. Follow @masbymessi on TikTok and Instagram. That’s where the "Bottle Drops" are usually announced first.
- Listen to Local Radio: During the Ireland leg of the hunt (Dublin and Belfast), they used radio stations like SPIN 1038 to drop hints. If a hunt returns to the UK, expect Capital or Heart to have the inside track.
- Check the Caps: Even if there isn't a massive "scavenger hunt" live, the brand often runs smaller "under the cap" promotions. Always check before you bin the bottle.
- Know Your SPARs: If you live near a major SPAR, keep a mental note. They seem to be the preferred partner for these types of grassroots activations in the UK.
The Lionel Messi UK scavenger hunt proved that even in the digital age, people will still run down the street for a piece of history. It wasn't just about a drink; it was about the slim, 1-in-100 chance of connecting with a legend.