The brand is one of the official sponsors of Copa América and allocated all of the month’s investment to activations aimed at the competition
Rexona has been guided by the act of moving since 1908 and found in football a new way to continue with its brand purpose. Involved with the sport since mid-2016, this year the company decided to become one of the official sponsors of Copa América 2024 and join the global list formed by Betano, Latam Adelta, Mastercard, Mercado Livre and Michelob Ultra.
According to Viviane Ramos, deodorant marketing director at Unilever Brasil, Rexona chose to allocate all its investments to the championship, which began on June 20th and ends on July 14th.
To heat up conversations about the games, the brand is betting on a series of activations that feature the presence of important names in football such as Ronaldinho Gaúcho and Vinícius Jr, as well as industry influencers such as Braune, Fernanda Colombo, Luana Zucoloto and others.
According to the executive, all communication was planned in three phases, the first being pre-championship, which was starred by “Bruxo” and which caused a certain stir on the internet due to the statement that the former player would not support the Seleção — a statement that even became the subject of national and international sports newspapers.
The following day, the public discovered that the statement was an action made up of statements published on social media by Brazilian fans who had shown some dissatisfaction with national football and which aimed to generate reflection on the part of fans, driven by the movement. “Fans that don’t give up”.
The second phase is happening right now, during the competition, where Rexona is counting on its team of influencers to give visibility and show the importance of fans at the games.
The latter will depend on the performance of the Canarinho team, but even so, Viviane assured that the brand is already prepared for both possible scenarios.
“We trust that it won’t happen, but if Brazil is eliminated, the brand will recognize its confidence in the process and focus on preparing for the World Cup, but if the team wins, we will celebrate with great success,” he added.
In total, the executive pointed out that the company expects to impact more than 160 million people with its activations, which has a robust media plan including digital, TV and OOH.
As part of the strategy, Rexona also promoted the launch of the play “#TrazAConfiança”, starring Vini Jr and developed globally by Wasserman.
“Our Copa América campaign was designed through research carried out with Datafolha, which showed this distance between Brazilian fans and football based on the latest results we had. The idea was to generate a reflection that showed the importance of supporting”, explained Viviane Ramos, deodorant marketing director at Unilever Brazil.
Brazil at Copa América
The Brazilian team made its debut in the Copa América this Monday (24), in the game against Costa Rica, which ended in a draw, in Los Angeles. Now, it will be the turn of the Brazilian team to face Paraguay in Las Vegas, this Friday (28) and, for this game, Rexona brought together some names from its team of influencers and journalists to closely follow the match and the actions .
In addition to the on-site activations, it is worth mentioning that the Copa América is a championship closely watched by everyone and, therefore, Rexona will also have a space at Faz Zone, which was set up on Copacabana Beach, in Rio de Janeiro.
On social media, a challenge is being promoted on TikTok, where people can duet a Vini Jr. video and have the content displayed in some OOH spots around the city.
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 ‘Cheer with Confidence’ 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.
During an event held on Wednesday night (26), the executive not only broke down the brand’s strategies, but also stated that the company is planning to be increasingly present in major competitions, such as the men’s World Cup, in 2026, and women’s in 2027 — which will be held in Brazil. It is worth mentioning that the brand was already present at the last women’s world cup, held in 2023.
