Gillette is celebrating its 100th anniversary in Brazil with the launch of a new marketing campaign titled #CaraDeCampeão, featuring former football star Cafu as the face of the initiative.
Campaign Tied to Football Culture
The campaign aims to reconnect the brand with football by linking personal grooming habits to fan rituals and superstition. It plays on the idea that being clean-shaven has historically been associated with success in iconic moments of Brazilian football.
By tapping into this cultural narrative, Gillette seeks to position shaving as part of the pre-match routine for fans—similar to a lucky ritual before supporting their teams.
Multichannel Activation Across Platforms
The #CaraDeCampeão campaign is being distributed across multiple channels, including:
- Broadcast integrations during Campeonato Brasileiro Série A coverage via YouTube platform CazéTV
- Social media activations featuring influencers and former athletes
- Fan participation through the campaign hashtag #CaraDeCampeão
The initiative also includes appearances by digital creators such as Matheus Costa and Diego Defante, expanding the campaign’s reach beyond traditional sports audiences.
Activation During Key Matches
The campaign has been activated during major football moments, including the Brazil vs France friendly held at the Gillette Stadium in Boston, reinforcing the brand’s global association with football.
Blending Marketing, Emotion, and Ritual
According to Gillette Brazil leadership, the campaign builds on the company’s long-standing heritage in sports marketing. The objective is to integrate grooming into the emotional and cultural fabric of football fandom in Brazil, where superstition and rituals play a significant role in how fans engage with the game.
Outlook
With its centennial milestone, Gillette is leveraging football as a core platform to reinforce brand relevance, combining nostalgia, cultural insight, and digital engagement to connect with Brazilian consumers across generations.