“Torcida Que Não Abandona” encourages Brazilians to support the team during the Copa América.
Ronaldinho Gaúcho attracted public attention in recent days by saying that he would stop supporting Brazil during the CONMEBOL Copa América USA 2024. At the invitation of Rexona, the “Bruxo” reproduced speeches published on social networks by Brazilian fans, who have been showing less interest in Brazilian football. The movement was promoted by the brand to call Brazilians to the ‘Torcida Que Não Abandona’, encouraging fans to bring confidence in Brazilian football during the CONMEBOL Copa América, an event which the brand sponsors.
“I would never abandon supporting Brazil. These words of abandonment of mine, in fact, were reproductions of real posts from fans on social media. Imagine hearing these reviews before playing? It’s not possible, motivation goes down. The support of the fans makes a huge difference for the players and what they need is support at this time. Therefore, I joined Rexona in this movement to encourage Torcida Que Não Abandon and I want to call on all fans to bring confidence during the CONMEBOL Copa América, because, like Rexona, I will never abandon our football”, explains Ronaldinho.
According to data from a Datafolha survey carried out in 2022, in the last two decades fans have lost connection with Brazilian football, and Rexona reproduced real publications on fans’ social networks to build a movement that proposes rescuing Brazil’s fans.
The action
To bring fans closer to Brazilian football, it was necessary to generate reflection. In this sense, the deodorant brand, which sponsors the CONMEBOL Copa América USA 2024, approached Gaúcho with the challenge of generating collective concern about a possible “abandonment” of its fans for Brazil in the championship. The action was created by Speakeasy Strategy and Communication.
In an interview on Cartolouco’s social media, Bruxo generated controversy when he announced that he would not watch the games or support because he “no longer had confidence” in the performance of Brazilian football. A day later, Ronaldinho used his social network to confirm his speech that he would “abandon” supporting Brazil in the CONMEBOL Copa América.
The topic of “Ronaldinho’s abandonment” was on the internet and became even more amplified with several publications on social media reacting to the fact that the former player had abandoned his fans.
Surprised by Ronaldinho’s statement, influencer and presenter Fred invited the Wizard to understand better. After the controversy went viral, it was time for revelation: in an interview, Ronaldinho tells Fred that it was all just an action by Rexona to show the importance of support from Brazilian fans during the CONMEBOL Copa América.
In the conversation with Fred, Ronaldinho asks Brazilian fans to join him in this movement, sending messages of support with the hashtag #TrazAConfianca.
“We created an action with Ronaldinho to draw attention to the importance of the fans’ trust, an energy that leaves the stands and turns into race on the field. Therefore, as sponsors of CONMEBOL Copa América 2024, we created the Torcida Que Não Abandona movement”, explains Poliana Sousa, general manager of Personal Care at Unilever Brasil.
Rexona’s presence at the tournament expands its journey into football territory, creating a greater emotional connection with consumers who are fanatical about the sport. In recent years, the brand has sponsored major football competitions such as the CONMEBOL Men’s Copa Libertadores, from 2020 to 2022, and the Women’s World Cup of FIFAem 2023.
“We created 360º communication for our CONMEBOL Copa América 2024 sponsorship to reconnect Brazilian football fans. Rexona, based on “Não te Abandona”, a brand positioning already known by consumers, expands its emotional connection with Brazilians based on a national passion: football. And we are present in the competition with the aim of promoting trust, whether through the functional benefit of the product, or through the stories that show the determination of Brazilians, who break barriers on and off the field”, concludes Poliana.
*Cover photo: Disclosure/Rexona
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