200 million habitants, continental dimensions and one great passion: football. Club championships always hold the focal point of public and media. With over 86 years in this multiracial and contrasting society, Nestlé delivers products that promote a healthier lifestyle, nutrition and well-being. As important as brand communication, this message has been transmitted since 2005, in Nestlé's Torcer Faz Bem campaign, which offers unique conditions for families to attend 80 matches in the country's main championship. Consumers trade products (which vary regionally) for subsided tickets, at ¼ the price of regular tickets. The products are donated to a social entity.

An action integrating relationship and multimedia, in different contact points. Content and exposition administered regionally to adjust consumer interest according to the schedule and standings of the most popular clubs. Mass media (Radio, TV, Newspapers, SMS), Internet, trading posts, P.O.S., speaker cars and billboards in stadiums guarantee customer satisfaction. For Nestlé clients, cooperated ads are developed, VIP areas reserved in stadiums and contact situations arranged between clients, the sales team, clubs and players. Shows at half time help entertain consumers. Clubs, athletes and media were awarded prizes through popular vote and were kept aware about the promotion through informative materials.