To set the Topper brand aside from the other sports brands that invest heavily in sponsorships and advertising, we decided to sponsor and promote a sport that practically did not exist in Brazil: rugby.

Topper became the first sponsor of Brazil’s men’s rugby squad. Three films were aired on TV making fun of the then situation of rugby in Brazil. The concept: "Everything has a beginning". Advertisements using the language of investment banks were published in newspapers, demonstrating the evolution of the sport in the country. Later, 3 more films were aired on TV, analysing, from a positive vantage point, the timid evolution achieved by the Brazilian rugby squad.

Following the campaign, rugby started to exist in Brazil. The Ministry of Sports passed a US$4 million grant for that sport. For the first time, the Brazilian squad beat Argentina. Thousands of comments spread on social networks, blogs, newspapers and websites, creating approximately US$ 4 million’s worth of consumer-generated media. And, for the first time in history, a game of the Brazilian rugby squad was broadcast live on TV.