In an unprecedented partnership, Pilão and Neymar Jr. are running a promotion featuring the star player's official jerseys
At the end of 2017, Pilão Coffee, a brand traditionally recognized for its unique aromas and flavors since 1978, announced soccer player Neymar Jr. as its new brand ambassador to celebrate its 40th anniversary. The No. 10 for the Brazilian national team and PSG will serve as the brand’s spokesperson in 2018 and, in an unprecedented partnership, will be involved in two promotional campaigns developed by the brand.
Starting in March, supermarkets across the country are already participating in the “Neymar Jr. Jerseys”, which features four exclusive designs. To get the jerseys, consumers simply need to purchase the promotional pack—which contains two 500g packages of Pilão Tradicional coffee and one official Neymar Jr. collectible jersey. In this pack, the jersey is priced at R$ 15.90.
These collectible jerseys tell the story of the Brazilian athlete through the jersey numbers he wore throughout his career. The white jersey with the number 18 marks his professional soccer debut, the blue No. 7 his first goal, the green No. 11 his arrival in Europe, and the yellow No. 10—the star player’s current number.
“Pilão wants to honor the Brazilians who make the world take notice, and to that end, it has teamed up with Neymar Jr. for an exclusive promotion. The athlete’s collectible jerseys offer more than just his story; they unite Brazil’s best at an important moment, both for the star player and for Brazilians,” explains Débora Bertolozzi, Marketing Manager at JDE Brasil.
Another new feature is the “You in Russia with Pilão” promotion, which will give consumers the chance to win one of 10 trips for two. To participate, simply purchase any Pilão product between April 1 and May 31, 2018, and register on the promotion’s website—that’s all it takes to enter. Purchasing products from the capsule line doubles your chances of winning. The drawing will take place on June 2. For more details on the rules, visit (www.pilao.com.br/promocao).
Both promotions are being run by the BFerraz agency. “Our challenge was to create a brand experience that was truly relevant to consumers and to prepare them for one of the most important moments on the global calendar. We’re talking about two of Brazilians’ greatest passions—coffee and soccer—and to that end, we created one of the largest promotional campaigns on the market,” explains Mariana Fleury, vice president of Business at BFerraz.
