The fans of NBA they gained good reasons and a special place to gather the gang to watch the NBA playoffs. Hellmann’s, the No. 1 mayonnaise in Brazil, opened Boteco da Hora H, a temporary activation created by the brand for those who want to play in the exciting and decisive moments of the NBA. The space, launched on April 30th, brings together Hellmann’s activations, games, music and, of course, lots of flavor and creaminess of “Real Mayonnaise”. Boteco da Hora H is taking place in Vila Madalena, a neighborhood in the capital of São Paulo, from 7:30 pm, on the 7th, 9th, 14th and 16th of May (dates subject to change according to the NBA calendar).
“This is another action by the brand, along with the partnership with the NBA, dedicated to fans of basketball and our products, and which is in line with our commitment to always elevate the consumer experience. It’s a Hellmann’s space with the aim of uniting the Brazilian culture of celebration with the entire universe of entertainment that takes place on the NBA courts during between matches”, explains Carolina Riotto, Marketing Director for the Food category at Unilever in Brazil.
For the days of Boteco da Hora H, Hellmann’s prepared an environment that welcomes fans and is full of experiences. The public can enjoy live broadcasts of the games on a big screen, DJs during the game breaks, and enjoy rhyming battles with true stars of the sport.
And, of course, all of this is accompanied by free rounds of food accompanied by a variety of sauces. Currently, the brand’s portfolio consists of Hellmann’s Churrasco, Hellmann’s Alho, Hellmann’s Apimentada, Hellmann’s Verde, Hellmann’s Supreme, Hellmann’s Tradicional and Ketchup. Furthermore, at Boteco da Hora H there is also no shortage of games with basket throwing and a beautiful Instagrammable space, so that the public can record their best moments. The activation is in partnership with Budweiser.
Spaces at Boteco da Hora H are limited. NBA fans over the age of 18 can sign up to have access to the space on their preferred day, depending on availability. The person can also register a companion. Access is via the link.
To follow the opening of vacancies for each day at Boteco, simply access the Instagram and the TikTok officials from Hellmann’s Brasil.
With a creative idea made in partnership with Euphoria Creative, Boteco da Hora H is another action that is part of the “Se Play na Hora H da NBA” campaign, which continues Hellmann’s narrative started in 2023 with the biggest league of basketball in the world. With it, the brand invites the public to play in the main moments of basketball, such as a decisive point, dunks, passes or the clock blowing, along with its line of limited products in partnership with the NBA, bringing the irresistible flavor from real mayonnaise to games.
“We are creating more than an experience for the consumer. There will be different activations that will increasingly insert Hellmann’s into NBA culture, showing that the consumption of mayonnaise in games is very relevant and makes the experience even better. The Concept ‘If you play at the right time’ encourages consumers to enjoy the best moments of the NBA with Hellmann’s”, adds Marcelo Rizério, Co-founder and CCO of Euphoria Creative.
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