Marcos Vinicios, aka Smile, will be the only member of the team to have the brand stamped on the shirt
Toothpaste brand Sorriso has teamed up with Red Bull Bragantino in support of player Marcos Vinicios, known as Sorriso. In the action, conceived by VMLY&R, the striker will be the only member of the team to have the Sorriso brand stamped on the shirt instead of his registered name – during matches in the Brazilian Championship.
The partnership between Sorriso, Red Bul Bragantino and the star Sorriso is part of the Refresca e Borah! campaign, created by VMLY&R and launched in April this year. The initiative presents an unpublished film with the beat of funk, to reinforce the brand’s Brazilian DNA, in the voice of Mc Don Juan.
Placing a brand in the space of the shirt dedicated to the player’s name is a unique media opportunity, which we were able to take advantage of using all the lightness and relaxation of the Sorriso brand, comments Rafael Pitanguy, CCO of VMLY&R.
As a digital media strategy, the campaign will feature video ads on Instagram, TikTok, Twitter and Youtube. Offline, by having merchandising in sports programs on TV Band, SBT and Rdio Bandeirantes.
