Nestlé chocolate drink brand highlights seven sports values linked to the names of renowned Brazilian athletes.
Courage. Autonomy. Confidence. Discipline. Persistence. Responsibility. Overcoming. These are the seven values chosen to stamp the cans of Nescau and the ready-to-drink Nescau cartons, available on the market since early August.
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A marketing campaign is aligned with the philosophy of the chocolate milk brand of Nestlé in her journey to help children's development through physical activity, turning everyday slogans like 'Sport teaches' and 'Here everyone plays' into reality.
To reinforce these values, the cans and boxes also feature the image of a Brazilian athlete. There are seven figures from Brazilian sports who already have a close connection to the brand because they are the Nescau League Ambassadors, one of the largest student competitions in Brazil.
They are: the gymnast Flávia Saraiva (Discipline); the volleyball player Tandara (Courage); the judoka Mayra Aguiar (Autonomy); the futsal idol Falcão (Confidence); the former swimmer Thiago Pereira (Persistence), the parathlete Verônica Hipólito (Overcoming) and the basketball player Yago (Responsibility).
When deciding how to participate, each athlete chose a value related to what they believe the sport teaches. They all explained their reasons, which are summarized in a message on the cans and boxes.
Falcão said: "Confidence has been important ever since I was 12 and played against 15-year-old boys. I’ve never been afraid of pressure or big teams." Tandara said: "Courage has always been a part of my life. It was only by facing every challenge head-on that I was able to make my dreams come true." Flávia Saraiva, meanwhile, argued that "Discipline is essential for any competition. Only with intense focus can I perform at my best."
"Nescau believes that there are things only sports can teach. By bringing the values of sports to Nescau cans and cartons, we want to raise parents" awareness about the importance of sports in building the character, personality, and confidence that children will carry with them for life. By showing stories about how Thiago Pereira built his persistence and Yago developed responsibility, for example, we are able to bring more and more children to the practice of sports, explains Rodrigo Lopes, head of Nestlé Beverage Marketing.
Source: Promoview
