Pelé – P&G

Client Challenge

Excellence, innovation and superiority are major attributes of P&G and its brands. As country hosting two of the world’s biggest sporting events in the space of 4 years, P&G Brazil wanted to elevate and reinforce its position as leading FMCG brand in the eyes of its consumers. The main target was to increase the awareness in the suburbs of Brazil and take it close to 100% ahead of 2016 RIO Olympics

Our Solution

Given that the key focus was on Brazil and P&G wanted to leverage the spotlight of both, FIFA World Cup and The Olympic Games, we couldn’t think of anyone more appropriate to align the brand with than the most iconic Brazilian in the world, Pelé. Named FIFA Player of the Century, and IOC Athlete of the Century, Pelé, is an embodiment of P&G’s brand values, the same values which made him one of the greatest athletes of all time.

We brought Pelé and P&G together in a long term partnership, providing the client with one of the most unique and valuable assets that any brand can associate with.


Activating the partnership across multiple channels, including personal appearances, digital content, social media, point of sale, and senior stakeholder engagement, P&G were able to drive significant value across the business. The awareness and consideration saw an increase during the partnership, delivering against all set out objectives for the client.