Continuing the communication strategy to get ever closer to the public across the world gamer a brand of painkillers Dorflexfrom the consumption unit of the Sanofi (Consumer Healthcare at Sanofi), announces the partnership with paiN Gaming, one of the biggest electronic sports teams in Brazil. The action aims to publicize the new DORFLEX MAX product and be a strategic partner in the players’ health journey.
The partnership involves displaying the Dorflex brand on all line-up uniforms (Free Fire, CS2 and League of Legends), and the creation of exclusive content with the organization’s talents. The sponsorship also provides for the dissemination of a campaign designed by the agency DRUID with production by paiN Studios, paiN’s in-house producer, with the motto ‘Where there is paiN, Dorflex Max tanks with 2x more’.
It was also part of the strategy to cause a buzz on social media about the supposed end of paiN Gaming. Now, the matter is clarified among the team’s thousands of fans with the launch of the campaign and the explanation that the organization will not end, and that it is stronger than ever with Dorflex Max joining the team.
“The union between Dorflex and paiN Gaming has synergy with the mission of joining the gaming public by showing that Dorflex Max, which brings 2x more muscle relaxant and analgesic, came to add strength so that the team can move forward in the fight against intense pain that may arise during the gaming season. Uniting a team responsible for building the careers of several esports legends with a brand that celebrates these stories at the center of its communication. To compose the storytelling strategically, there will be a buzz on social media about the supposed end of the team, but highlighting the partnership as a solution, said Marlia Zanoli, director of Consumer Healthcare Marketing at Sanofi.
The initiative also reinforces that Dorflex is always present to tank (slang that means “endure” in electronic sports) muscle pain and difficulties that may arise in the game throughout this journey.
The entry of a health market sponsor in paiN demonstrates the power and credibility that the esports organization has built over more than a decade in the non-endemic market. Bringing mainstream brands to our portfolio demonstrates the ability that sports and, in particular, our organization, have to communicate and engage a niche audience through the production of content. Our role is to create an authentic connection, through endemic behavior for a non-endemic brand, says Thomas Hamence, CEO of paiN Gaming.
The agency’s plan came into action with the aim of maintaining the brand’s line of communication in terms of building perception within the electronic sports scene.
This partnership represents the union of a team responsible for building the careers of several Brazilian sports legends, and a brand that celebrates these stories. a continuation of what we are building with Dorflex in gamescomments Rafael Hessel, general director of Creation at DRUID.
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