The brand was present at Tusca 2023 and featured several activities created by Tech and Soul in partnership with Feel Alive
Clear announced its entry into the world of university games and was present at one of the most traditional games in the country, Tusca, which took place in São Carlos last week.
The brand promoted several actions throughout the four days of the event, including a “Clear Shower”, which is in line with the latest campaign launched by the company and starred by the player Richarlison, “Clear in the head, my friend” and aimed to promote the Clear Ice Cool Menthol shampoo.
“Clear is a scalp expert brand and in our portfolio we have refreshment as one of the main benefits. With this in mind, we created this fun activation that playfully shows the brand’s differences to the more than 150,000 students who will participate in activities in So Carlos”, explained Carla Forte, marketing manager at Unilever.
In addition to this, the brand also had a roulette of gifts such as sunglasses, straps and card holders, delivery of products with more than four thousand samples of the brand, delivery of media kits to artists who performed at the event, production of content in partnership with several republics, a court stickered with the Clear logo and pre- and post-event coverage with university influencers.
“The university public likes to connect with brands that produce relevant content in a creative way. Clear’s presence at Tusca was designed exactly in this way, reinforced with partnerships with several influencers to make the best things that happen at this event go viral in a single environment. sports competitions and parties”, explained Ricardo Andres, creative director at Tech and Soul, the agency that was responsible for the actions, layouts, validation of materials, creative briefing and visual consistency of the campaign. The activations were also in partnership with Feel Alive.
Clear’s arrival at the Games is part of its new communication platform with the university public, which included its presence at the Legal Games, held in October, also with activations and distribution of products and gifts.
“The university territory has proven to be extremely relevant, and Clear’s arrival reinforces our strategy of getting closer to the university public to create long-term connections, making us present in students’ lives with the proposal to accompany them in the next stages of life”, added Carla Forte, the brand’s marketing manager.
