A Consul, a Whirlpool household appliances brand that has been present in the lives of Brazilians for more than seven decades, has created a very strong bond with football fans. At the beginning of this year, the brand joined forces with one of the most classic clubs in São Paulo, the Juventus, and launched the clean sponsorship on the Mooca team’s centenary shirt. After the great success of this activation, created by DM9the brand decided to gift fans with the new ‘Cervejeira Consul Juventus’, the well-designed brewery for fans.
The new edition of the brand’s beloved product brings the centenary shirt printed on the brewery and with all the personality of Garoto Travesso da Mooca to consumers’ homes.
“Juventus is the favorite team of many fans, and as we are a proudly Brazilian brand, there is nothing like creating a unique product that pays homage to Brazilians’ great passion, which is football”, says Bertha Fernandes, head of Brand and Communication at Whirlpool .
This partnership, which began at the beginning of 2024, took place through clean sponsorship on Juventus’ centenary shirt, where Consul delivered to fans a shirt without any sponsorship logo printed on it, leaving the shine and value of the team’s badge to be the highlight of the shirt. Something that only Consul, who takes such good care of all clothes, could deliver, effective cleaning that makes everything more beautiful.
To promote this new launch, the brand is working with 360º communication, with a huge difference, which is bringing real and important people to the Mooca neighborhood and to Juventus, as the influencers of this campaign.
Juventus is a football club with a passionate fan base, created in a neighborhood with a huge influence from the Italian colony in the east of São Paulo, and nothing better to represent these fans than Roberto Brida, former player, physical trainer and coach at Juventus, as well as Rubão and his daughter Priscila, an icon of the Juventus fans. The film produced by DM9 aired last June 5th, on the brand’s official social networks. Check out.
“Juventus is a team that has an immense history, just like Consul. The construction of this partnership was designed to deliver the best to our fans and consumers of the brand, only Consul could deliver something as special as our centenary shirt clean of sponsorships and on top of that bring the brewer wearing our mantle, it is a well thought out product for those who support it”, says Dilson Tadeu Deradeli, president of Juventus da Mooca.
The Consul Juventus Brewery is well thought out for fans, after all, it’s not every day that a brewer wears a shirt. The product has an exclusive design, limited edition, with adjustable shelves, glass door for better internal viewing, digital panel to control all functions, Frost Free system, internal LED lights, 5 temperature levels that reach – 4ºC without freezing and a super internal space with a total capacity of up to 82 Liters, that is, 75 cans of 350 ml, 37 bottles of 600 ml and up to 5 barrels, in an ideal size for you to place in your living room, barbecue, kitchen or wherever prefer (48 cm wide, 87 cm high, 58 cm deep and only 28 kg).
“Consul is a completely Brazilian brand, just like Juventus, which is a traditional and beloved team, which is part of the history of football. Our union combines the passion for football and its traditional culture, which is intrinsic to the Brazilian people, with a brand that is present in most homes. A genuine emotional connection with the audience, through a special and functional delivery to all football and Consul fans.”, concludes Bertha.
Datasheet
Agency: DM9
Campaign: Juventus Brewery
Advertiser: Whirlpool – Consul
Agency: DM9
CEO: Pipo Calazans
CCO: Icaro Doria
COO: Thomas Tagliaferro
CSO: Sthepanie Campbell
VP OF CREATION: Laura Esteves
Creative direction: Felipe Revite, Filipe Rosado
CREATION: Alessa Santos, Arthur Mourão, Gustavo Morais, Lucas Lima, Victor Souza
EXECUTIVE BUSINESS DIRECTOR: Dani Glicenstajn
SERVICE: Camila Braga, Bruna Ferreira
PROJECTS: Flavio Abrahao, Ana Eliza Abdalla and Thais Arrais
VP OF MEDIA: Renata Valio
MEDIA: Elisa Lustosa, Bruno Simoes, Joao Vale, Felipe Silva, Bruna Raissa
PLANNING: Alexandre Savio, Tamires Youssef
CREATIVE PRODUCTION: Anna Ferraz, Isabela Ximenes
CLIENT APPROVAL: Bertha Fernandes, Bianca Guardia, Bruno Faria and José Filho
Image Producer: Phono Filmes
Director: Tom Castello
Executive Production / Coordination Director: Vagner Barbosa/Tom Castello
Production Coordinator: Jr Moreira
Director of Photography: Tize Salati
Art Director: Lari Infante
1st Assistant Director: Flávia Ventura
Head of Electrical: Marcelo Marujo (Melon)
Electrical assistant: Danilo Soncela
Head of Machinery: Flor
Machinery assistant: Edvaldo (Grandão)
1st Camera Assistant: Carina Barros
2nd Camera Assistant: Ana Machado
Still photographer: Bruno Sabongi
Assist still: Takayama / Italo
Direct sound technician: Paulo Boavista
Assistant Art Director: Luiza Cativo
Object Producer: Gustavo Gomes
Object Assistants: Ednilson do Nascimento / Daniel Santos
Production Assistant: Gabi Piserni / Maju Gonçalves
Stagehand: Dornelles
Costume Producer: Carol Veríssimo
Costume Assistants: Larissa Freitas
Make e Hair: Pedro Simi
Transport: Melk / Binho / Alexandre
Catering: Arca
Characters: Vera / Brida / Rubão
Sound Producer: Shuffle Audio
Musical Direction: Henrique Ruiz Nicolau
Service: Renata Prado
Musical Production: Henrique Ruiz Nicolau
Finishing: Emilio Daccorone, Daniel Bolda
Production Coordination: Alexandre Marcondes
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