NESCAU Champions Youth Sports in 'Energy That Gives Game' campaign

NESCAU, the leader in the Brazilian chocolate drink market, announces its strategic repositioning with the concept 'Energy that gives game'. In this new moment, the brand renews historical elements such as sports and energy to establish a new connection with young audiences. The campaign created by Ogilvy is based on the idea that sports are always calling, but without the energy of NESCAU, there is no game. The new positioning connects the product with the brand's role as an important ally in encouraging children and young people to have a more active life through sports.

"This repositioning is a big step for NESCAU, an iconic brand that has been present in Brazilian homes for nine decades and that has sports as part of its DNA. NESCAU reminds us of that friend who invites the kids to go out and play ball, ride a bike or skateboard. Our goal is to continue being agents of change, reinforcing the importance of sports for the physical, mental, emotional and social development of young people", said Tatiany Ernesto, marketing director for the Beverages division of Nestlé Brazil.

In a scenario where excessive screen time competes with time dedicated to physical activities, NESCAU positions itself as the energy that moves children and adolescents towards sports. The campaign's main objective is to ensure that children are included in the world of sports and to show that it is fun to make friends, learn, make mistakes, fall and get up again, and that this environment is of utmost importance for physical and social development.

"The concept 'Energy that gives play' also pays homage to the iconic 1980s campaign, 'Energy that gives taste'. We were thus able to rescue the strength of this emotional memory while updating its message for today, maintaining the essence of the brand", commented Rafael Donato, CCO of Ogilvy.

Produced by O2, the films will be shown on digital and streaming platforms. With audio and soundtrack by Loud, the campaign features sound elements, such as whistling, skidding and clapping, that call for sports. Post-production is by Oddy and highlights the product and the appetite for the main occasions when NESCAU is consumed.

The campaign also has an out -of -home (OOH) presence in communities across Brazil and will be amplified by a branded mission with creators on TikTok and content with NESCAU ambassadors, reinforcing the positioning in the sports universe and connecting with digital entertainment.

Lasting two months, the campaign seeks high visibility among young people and their guardians, reinforcing NESCAU® as the energy that moves towards sport .