In order not to be left out of the conversation, Sorriso needed to appear in football in 2022, a World Cup year.

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.

On the other hand, Sorriso is a traditional Brazilian brand that has been away from the mainstream media for some time.

That's when we found a big challenge: how to make the public notice us with little investment, competing with brands that invest millions, without ever having worked the brand in football 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, print the logo of a brand in place of the name of a single player.

The announcement of this sponsorship took on another proportion when Casimiro, the biggest Brazilian streamer, found out in his live that there was a player called Sorriso, as well as the Sorriso brand of toothpaste, days before our announcement.

On game days, Red Bull Bragantino reinforced the campaign by stamping the Sorriso logo in place of the player's name, also in the official team lineup released to fans and the press, which made reporters comment on the action even before the game started.

The player entered with the shirt in the games of the second stage of the Brazilian championship. Then, we also sponsored a female player who is also called Sorriso using her name on her jersey as media during the 2 games of the finals of the Brazilian women's soccer championship.

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 and Jovem Pan.