We had a brand challenge to expand the market segment of Vick VapoRub, while keeping the focus on nasal congestion and extending beyond just colds and flu, into the realm of sports. We looked towards football, given the ongoing Brazilian Championship in the country, which holds great importance. We had the insight to delve deeper into a scene from the World Cup qualifiers that caught the attention of fans when Neymar Jr. entered the field applying Vick VapoRub to his chest over his shirt. This action quickly became a subject of speculation and sparked lengthy conversations on social media. Upon researching, we found that several other players also have this same habit. Our objective now was to leverage this practice to our advantage, highlighting the various functionalities and correct ways to use Vick VapoRub.

We know that everything that happens before, during and after a match becomes news. The spark for this idea happened in a match between Brazil and Peru in the World Cup qualifiers: the public saw one of the main players smear his shirt with Vick VapoRub, but what they didn't know is that players have been smearing their shirts with Vicks for some time. to breathe better.

Our idea was to make this official: we developed a shield on the players' shirts that released VapoRub nanoparticles. We chose for our action a team that was the leader of the championship at that time, considered “unstoppable” by the press, Botafogo. We brought the VapoSports territory to life, putting Vick VapoRub in a new perspective, transforming the concept of “breathing well” into that extra boost in sports. An idea that happened in the field, but definitely didn’t stay in the field.

Brazilians are fans of sports and are always aware of products that help performance. Added to this, football shirts, which are not limited to advertising products and brands, have long been media spaces used to “sell” ideas and approach new audiences.

The insight stemmed from a scene during the World Cup qualifiers that caught the attention of fans: Neymar Jr. entered the field applying Vick VapoRub to his chest over his shirt. This action sparked immense speculation among the public. What they didn't know is that players have long been smearing their shirts with Vick to breathe better. Our goal now was to leverage this to our advantage, highlighting the various functionalities and ways to use Vick VapoRub.

We developed a shield on the players' shirts that released VapoRub nanoparticles throughout the match. We chose for our action a team that was the leader of the championship at that time, considered “unstoppable” by the press, Botafogo.

We did a pre-game speech on the main sports channels, warming up the topic. On the way to the game, fans interacted through OOH on the way to the stadium, with 1190 screens.

During the broadcast, a speech by narrator Luiz Carlos Jr and commentator Grafite presenting the new shirt. In scenes captured in the locker room, goalkeeper Gatito showed the Vick Shield and talked about this new habit among athletes and all the benefits of the product.

During the game, calls on TV and social media influencers from that territory interacting. Afterwards, we activated PR and supported it on social media.

We brought the VapoSports territory to life, putting Vick VapoRub in a new perspective, transforming the concept of “breathing well” into that extra boost in sports. We chose Botafogo, leader and sensation of the championship, and a decisive match to activate the brand, the fifth largest audience in the entire championship (more than 165% of people impacted beyond Vick's target).

News of the action caught the interest of websites. Globo.com, one of the largest in the country, usually has an average of 2 minutes of reading per article, Vick VapoRub shield's story increased this average to 3 minutes and 52 seconds. The brand also recorded a 15% increase in sales, the best month out of the flu season.

In addition to the action in the field, on the way to the game, fans interacted with the campaign through OOH on the way to the stadium: 1190 screens generating 14,390,634 impacts.