Created in partnership with Speakeasy Estilo e Comunicação, the brand wanted to generate reflection through the action “Torcida Que Não Abandon”
Among several topics, one of the most talked about on the networks in the last week was the statement by Ronaldinho Gaúcho, where the former player said that he would stop supporting the Brazilian team in this year’s Copa América.
After the repercussion, it was announced that the speech was an action by Rexona, sponsor of the competition that begins this Thursday (20). The brand invited “Bruxo” to reproduce the speeches published on social media by Brazilian fans who have shown some dissatisfaction with national football.
With the aim of bringing fans closer to football, Rexona wanted to generate reflection through the action “Torcida Que Não Abandona”, created by Speakeasy Estilo e Comunicação.
To this end, the brand called on Gaúcho to create the “controversy”, which was dispelled with an interview led by Fred, from Canal Desimpedidos, where the former player reveals that everything was nothing more than activation by Rexona to show the importance of the fans, in addition to asking Brazilians to join him and send messages of support with the hashtag #TrazAConfianca.
“We created a 360º communication for our sponsorship of Conmebol Copa América 2024 to reconnect Brazilian football fans. Rexona, through ‘Não te Abandona’, expands its emotional connection with Brazilians based on a national passion: football. And we are present in the competition with the aim of promoting trust, whether through the functional benefit of the product, or through the stories that show the determination of Brazilians, who break barriers on and off the field”, explained Poliana Sousa, General Manager of Personal Care at Unilever Brazil.
Rexona’s presence at the tournament expands the brand’s journey into football, creating a greater emotional connection with consumers who are fanatic about the sport.
In recent years, the brand has sponsored football competitions such as the Men’s Copa Libertadores Conmebol from 2020 to 2022 and the FIFA Women’s World Cup in 2023.
