the team member nescau and Olympic medalist, Rayssa Leal, debuts the chocolate milk campaign alongside his mother, Lilian mendes. The film’s narrative shows the 14-year-old skater’s secret to staying active and strong: the “Grow Factor”.
The commercial shows the phases of Rayssa’s growth, from her beginnings in the sport, to her most recent achievements. The role of the mother, Lilian, is to detail Nescau’s differentials for other maternal figures, such as the “Grow Factor”, a mix of vitamins and minerals that help children grow.
For over 90 years in the home of Brazilians, chocolate milk reinforces the incentive for young people to lead a more active life, in partnership with the agency Ogilvy Brazil. “Energy to grow while playing” consolidates elements such as fun, energy, persistence and talent, as well as support for the healthy growth of children.
“Nescau has always been present at the family table, so we brought a campaign that not only reinforces our nutritional differentials, but explores other values”, explains Abner Bezerra, Head of Marketing for Nescau and Beverages at Nestlé Brazil. “We shared the role of the campaign between mother and daughter because we understand the role of parents in the development of children. We tell a real story of Rayssa and Lilian’s relationship with the brand to show this strong bond with the public”, highlights the executive.
Energy to grow playing
A movie “To grow”, of 30 seconds, is being broadcast on open TV, YouTube, Instagram and Facebook, and the POSs will have personalized communication with the new cans and packaging of Nescau.
For Marcio Fritzen, executive creative director at Ogilvy Brasil, the essence of the campaign is to show how genuine the relationship between mother and daughter is with the brand, and to spread it to all Brazilians.
“When people really like and consume the product, that’s another story, isn’t it? This is the case with Rayssa Leal and NESCAU. Nothing better than asking Lilian Mendes, for the first time in the media, to tell all mothers on a journey through time where Rayssa’s energy comes from”, highlights the creative.
This is Rayssa’s first campaign for Nescau, since they established the partnership in September 2021.
“I was very happy when I found out that I was going to have this support during my journey to Paris 2024, because I take Nescau every day! All! I’m sure we’re going to have a lot of fun”, highlights the skater.
Watch the movie:
Datasheet | nescau
Agency: Ogilvy Brazil
Client: nescau
Campaign: Nescau with Grow Factor
Qualification: To grow
Creative Director: Felix del Valle
Executive Creative Director: Marcio Fritzen
Head of Art: Ricardo Leme Lopes
Associate Creative Director: Diego Wortmann
Art director: Diego Wortmann and Diego Canhisares
Editor: Marcio Fritzen and James Doring
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