The pharmaceutical company is in competition with Lavitan and will count on Bia Zaneratto, Debinha, Formiga, Al Xavier and Luana Maluff as ambassadors
Cimed announced the launch of its campaign focused on the Women’s World Cup, which will be hosted in Australia and New Zealand and will start on the 20th of July. Just as it happened at the Men’s World Cup in Qatar, the company developed a series of activations for the competition with Lavitan, Cimed’s vitamin complex.
With the motto “Champions by Nature”, the action includes the hiring of players Debinha and Bia Zaneratto, who work for the Brazilian National Team, along with former player Formiga, as ambassadors for Cimed and Lavitan in the Cup.
While Formiga will be the brand ambassador in Brazil, Debinha and Bia Zaneratto, who will be in Australia, will be responsible for showing the backstage of the competition and the day-to-day preparation for the World Cup through their social networks. In addition to them, the influencers Luana Maluf and Al Xavier are also part of the Cimed squad and will show how they are getting ready to watch the games and cheer for the National Team.
“Cimed is a great supporter of national sport. We strongly believe in the Brazilian National Team and in the power it has to unite the country through the love of football. As in the men’s Cup, we want our athletes to have the same prominence and prestige as the men. and therefore, in addition to being present cheering in Australia, we will also have a robust plan of activations during the competition to encourage the Brazilian crowd”, said Karla Felmanas, Vice-President of Cimed.
The pharmaceutical company is investing around BRL 40 million throughout the four-year cycle of the World Cup – men’s and women’s -, considering the sponsorship of the Brazilian Football Confederation (CBF) and activations. In addition, Cimed will also be present in the pre-Cup, counting from the preparation of the players in Granja Comary, to the friendly match in Brasilia and finally, on the flight to Australia, with a special Cimed kit for the athletes of the National Team.
As in the 2022 World Cup, the company’s partnership with the official supporters of the Brazilian National Team, the MVA (Movimento Verde Amarelo) will also be present, with various physical actions in loco and also on digital channels. Among the planned internal activities are a structure for employees at the offices in So Paulo to watch the games with breakfast and the preparation of a video series, telling four inspiring stories of women who work at Cimed.
In addition, the pharmaceutical company is also supporting the Meninas Em Campo project, which helps in the development of girls from 9 to 17 years old through soccer. Today there are more than 230 young people assisted by the program in So Paulo – 12 of them already play in the Brazilian Under 17 team.
