Children’s Day campaign uses stadium signs
Penalty has announced a special campaign for Children’s Day, using stadium signs to reinforce its historical connection with Brazilian football and conveying the brand’s football boots as the ideal gift choice for young stars. The campaign will have three phases.
“Our campaign is more than a tribute to the legacy of Brazilian football; it is an invitation for parents and children to live their passion for the sport together. This concept is part of Penalty’s DNA,” says Alexandre Lobo, executive manager of marketing and sports relations at Penalty.
In the first phase, stadium signs will focus on a message that connects generations: “Every future star wears Penalty.” The message reminds parents that their idols and teams from the past wore the brand, while for children, Penalty conveys the desire and possibility of them being athletes in the future. The ad highlights the brand and ends with a display of five models of children’s football boots, emphasizing the variety of colors and styles available.
In the two weeks following the first phase, Penalty will reinforce the message that it is a brand for all players. The new communication will maintain the association with the stars, presenting the boots followed by reinforcing that Penalty is a choice for both adults and children. In the last three weekends, which include Children’s Day, the campaign enters its final phase, consolidating Penalty as the right choice for gift giving.
Credit: Photo by Mariana Fernandes on Unsplash
