Carla Forte, marketing manager, talks about the strategy that announced athletes as brand ambassadors
Clear announced its two new ambassadors with an activation that took place on Copacabana beach in Rio de Janeiro in the second week of June. Through a projection, the brand announced the arrival of players Vinicius Jr. and Erling Haaland to its team.
With a global campaign and even a film, Carla Forte, Clear’s Marketing Manager, explained the strategy behind the launch and talked about how the names to star in the communication were chosen.
According to the executive, the brand has been investing in the sports world to reinforce its positioning for some years and is always looking to renew, bring new things and create, in a proprietary way, its space. “This is a territory that is very popular with brands and has a very large audience, so everything starts from this place,” she explained.
Regarding the ambassadors, Carla says that Clear wanted to have two names that reflected its positioning and that spoke to the public in a global way, so the conversations about who would star in the campaign began at the end of 2023.
“When we started contacting the athletes, they were super receptive and open to working with the brand, and I think this happened because of the legacy we have in building all the ambassadors who have been here. We wanted to ensure that it was a unique moment, even though the two are from different teams and compete against each other on the field,” said Carla.
For the official launch of the campaign, the brand relied on an anticipation strategy, carried out in partnership with Speakeasy, which took place one day before the announcement and which placed both the image of the Real Madrid player and that of the Manchester City center forward with the message “we will reveal a secret to you tomorrow”. Clear then made the official announcement both at the screening that took place in Rio de Janeiro and when the video was published on the athletes’ networks and on YouTube.
“We wanted to create a buzz, so the activation was divided into two parts and, qualitatively speaking, it was very well received. We know that when a brand announces new ambassadors, people can have different reactions, but it was really cool to see that they were received with a lot of affection. In addition, our consumers’ perception of the brand is really cool, so they trust our decisions. It’s an ecosystem and a long-term construction for us to get where we are,” highlighted the executive.
As ambassadors, the athletes will have the mission of representing and becoming the face of the brand throughout the campaign, as is the case with Cristiano Ronaldo, together with Clear’s squad of influencers, who are responsible for actively maintaining conversations about the brand.
The campaign will have further developments throughout the year, but Carla has already told us propmark that the brand will be present in the EuroCopa and Copa América broadcasts on CazéTV, repeating the feat during this year’s Campeonato Paulista, with activations and branded content.
