Football is one of the most disputed media environments in Brazil and the fact that there is a World Cup taking place in the same year means that brands have to rush to make a much higher investment than average.

We found a unique opportunity to appear in one of the most disputed Brazilian media environments, fighting with traditional brands that invest millions.

With no tradition in the sport and with low investment, Sorriso managed to draw attention during the Brazilian premier championship, in our prime time, in an unusual way by creating a new media space using the name of only two players as no other brand has ever done before.

Sorriso is a fun brand with the Brazilian soul. There was no other way to get into football if not through a fun and unusual idea. And that's what we did when we found a coincidence: a football player from a well-known team in the country who uses the same name as our brand in his jersey.

We developed an unprecedented sponsorship with the club and the player to, for the first time, use the space intended for the player's name as media.

In addition to all the impact achieved by the idea due to the originality of the action, obtaining spontaneous mention of the main sports vehicles in the country, Sorriso managed to position itself as one of the only brands in the country to invest in football in an equity way, drawing attention for the sponsorship signed with the same values for male and female players with support from social listening.

Reach: +90 MM

Earned Media: +9 MM

Impact: 200 MM

The highest brand lift in Colgate’s history.

Spontaneous mention in practically 100% of the vehicles that broadcast the matches live, such as Band, Radio Bandeirantes, Band News, Sportv, SBT, Energia 97 FM, Transamérica e Jovem Pan.