The brand will feature a campaign, activations in different parts of the country and a team of influencers made up of Vini Jr., Anitta and Ronaldinho Gaúcho
After the action led by Ronaldinho Gaúcho, Rexona, official sponsor of the Copa América, announced the launch of the “Team da Confiança” campaign, which aims to encourage Brazilian fans to support the team throughout the competition.
The team’s captain is ambassador and player Vini Jr., who will be alongside names such as Anitta, Chico Pedrotti, Fernanda Colombo, Braune, Raquel Freestyle, John Bin, Pedro Certezas and Ronaldinho Gaúcho.
The communication, which is part of the “Torcida Que Não Abandona” movement, created by the brand and which brings together a series of initiatives, is expected to impact 165 million people through an emotional connection with consumers who are fans of the sport.
“When the fans play together, this energy turns into race on the field. We want to recover the strength coming from the stands and that’s why we put together a team with the potential to mobilize millions of Brazilians to support this Copa América with confidence”, explained Poliana Sousa, General Manager of Personal Care at Unilever Brazil.
The campaign features a video developed globally by Wasserman and starring Vini Jr. The piece reinforces the brand’s movement to encourage Brazilian fans and will be present during halftime of the competition’s games.
“Based on ‘Não Te Abandona’, a brand positioning already known by consumers, the brand is expanding its emotional connection with Brazilians through football. We are present at the Copa América 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”, added the executive.
In addition to the video, Rexona is also promoting an interactive dynamic with TikTok fans, where platform users can perform a “duet” of embaixadinhas with Vini Jr. and the best ones will be shown on more than three thousand Out Of screens. Home (urban furniture) spread across strategic locations in São Paulo and Rio de Janeiro.
For the football tournament, in addition to TV and Out Of Home, the brand will also invest in digital advertising on YouTube, TikTok, Instagram and on websites focused on football territory.
Other actions
The competition will be broadcast in a montane Fan Zone on Copacabana Beach, in Rio de Janeiro, and the brand will also be present on site providing experiences for the public.
In a two-story stand, Rexona will receive 100 guests for the Brazilian team’s debut game, which takes place this Monday (24), and will have a privileged area for fans to watch the games.
In addition, the brand’s campaign will also give consumers the taste of being “Vini Jr at Conmebol Copa América for a day” through an activation at points of sale across the country, with prizes for participants.
Consumers will have the right to take two shots on goal in a scenario that recreates a competition game and will aim to score with a shot that comes close to the average speed of a professional shot.
The activation, which will be carried out at different points of sale across the country, is connected to the “Torça Com Confiança” Promotion, which will take two consumers with companions to meet Vini Jr. in Europe, in addition to distributing dozens of prizes, including TVs and brewers.