World Cup year. All brands want to be in football. It's a game where whoever spends more, shows up more. But how to draw attention in one of the most disputed environments of Brazilian advertising with a much smaller budget than other brands and without ever having invested in football before?
Sorriso, a Colgate brand, invented a new type of sponsorship by sponsoring a single player's jersey in a space where no other brand has been: exactly where the athlete's name goes. Yes, that's right. We sponsored the name of Sorriso, striker for Red Bull Bragantino, putting our brand in place of his name.
