For the brand, the essential thing is that its consumers enjoy life in a truly delicious way and live each event with “More Vigor”. This is its new positioning for 2022 and, to communicate this moment in the most vigorous way possible, the brand has just promoted Gil do Vigor to be the official ambassador of all its categories. After starring in Vigor Grego’s campaigns in 2021, this year he returns with the challenge of inviting Brazilians to act in different day-to-day situations.
In 2021, after thousands of requests on the Internet, economist Gilberto Nogueira, who became famous as Gil do Vigor, was introduced as co-creator of the brand’s content. He starred in Vigor Grego campaigns, following the motto “This Moment is Mine, Brazil”. The combination of the brand with Gil was a real success: the campaign had almost 500 publications in the press and brought a great stir on social networks – as soon as the partnership was announced, it entered the trending topics on Twitter with more than 109 thousand mentions and, in the first few hours, the action reached 5.3 million impressions on the same network, generating 83 thousand new followers for the brand’s Instagram. Artists, influencers and celebrities celebrated Vigor and Gil’s vigorous partnership.
“When we saw the great movement of fans asking for this moment, we knew that we had to transform Gil do Vigor into Gil da Vigor. In fact, he brings wonderful energy to everything he does, so this year we’re bringing him back, and this time as our official ambassador. We want to see our consumers really active with our products. We have a complete portfolio, perfect for different times of the day, and we are prepared to be effective”, comments Vigor Alimentos Marketing Director, Eduardo Jakus.
Since the beginning of last year, the expressions “vigorar” and “vigore” have become popular among Brazilians: during the period from February 2021 to January 2022, the terms had more than 111,600 mentions on Instagram, Facebook and on twitter. In addition, in the week in which the partnership between Gil and Vigor was announced, the terms reached more than 5,000 mentions, reaching a great peak of citations in a single week.
With all this scenario, the brand observed that there was, once again, an opportunity to add to its campaigns something that has the face of Vigor. “We took this concept in our own name, so appropriating these terms was a natural thing. We want to see people not only consuming our products, but seeing life with more vigor; this is our commitment”, emphasizes Jakus about the new phase of the brand.
Gil do Vigor also comments on the happiness of resuming the partnership with Vigor through such a special campaign: “My life has always been a force, and being able to express this through such a vigorous brand makes me very happy. Vigor makes me see moments differently, inspires us to live them with full intensity, whether on days of pure joy, but also on the most challenging ones. I strongly believe in the positioning of the brand and how it prints truth in its campaigns, the truth of the Brazilian people, who are warriors and persevering. 2022 is a call for more vigor as we will deserve it and fight day by day.”
Created by Sunset DDB, the new campaign brings a pop culture approach, with a colorful look and fun tone, including different categories of the brand’s products. With the theme #BoraVigorar, the first film of the campaign will present different everyday situations, showing how all of them can gain a good dose of animation.
The film begins with Gil having a happy hour with friends at home, all bored, looking at their smartphones, around an unprepared snack table. At the same moment, Gil looks at the camera and says: “Let’s get strong”. The situation is reversed with new lighting, music, a trendy atmosphere, the brand’s cheese board and, after that, the commercial develops in a sequence of occasions – training at home, working at home office -, all of which transform when Vigor products enter the scene.
The film is packed with a fun and dancing soundtrack, created especially for this moment. In a rhythm that mixes pop and electronic, the hit is inspired by music that is successful on digital platforms and plays with various ways to call listeners to be in force. In addition to PayTV, digital media and out home, in the coming months the campaign will expand in the most diverse formats and platforms, solidifying the storytelling of this new positioning.
“With all the buzz we generated together last year, we understood that it would be an excellent time to rescue the strength of the word Vigor, in all its inflections. The verb vigorar is the flagship of this narrative and establishes synergy with the moments of consumption of Vigor products, capable of intensifying the routine and giving light, color, vivacity and joy to the daily lives of consumers”, Pipo Calazans, CEO of SunsetDDB .
With the new concept, the brand wants to invite people to be active on different occasions: during the break from the home office with the category leader Vigor Grego, during exercises with the deliciously healthy yogurts of Vigor Viv or enjoying a happy hour with the different types of special Vigor cheeses.
“This is a movement to encourage our consumers to enjoy even the simplest moments with more vigor. We have gone through a critical period in recent years and we want to bring more color, happiness and flavor to the routine of Brazilians through our campaigns and, mainly, through our products”, concludes Jakus.
Mynd, the largest influencer and entertainment marketing agency in the country, was responsible for uniting the artist with the brand.
Vigor and Gil in Rio de Janeiro
To mark the beginning of the campaign, Vigor promoted a special screening at Arcos da Lapa, in Rio de Janeiro, on March 18th. For two hours, the animated projection showed Gil next to the brand’s products and a loop of different phrases inviting cariocas to take action. This action and other campaign content can be accessed through the brand’s profile on Instagram.
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