Gilberto Nogueira, better known as Gil do Vigor, was announced as Vigor’s ambassador. The former BBB, after his departure from reality in 2021, had already been hired for an action and became Gil da Vigor, with his photo stamped on the brand’s Greek yogurt packaging.
“When we saw the great movement of fans asking for this moment, we knew that we had to transform Gil do Vigor into Gil da Vigor”, says the marketing director of Vigor Alimentos, Eduardo Jakus. “Indeed, he brings wonderful energy to everything he does, so this year we’re going to bring him back and this time as our official ambassador.”
In the new phase, Gil invites consumers to live life with “more vigor”.
“My life has always been a force, and being able to express this through such a vigorous brand makes me very happy”, says the economist from Pernambuco, who was hired by Globo and is a success in the advertising market. “I strongly believe in the brand’s positioning and how it prints truth in its campaigns, the truth of the Brazilian people, who are warriors and persevering. 2022 is a request for more vigor, as we will deserve and fight day by day.”
The origin of the nickname, said the former BBB during his participation in the reality, was when he was a student, given by a friend thanks to the vigorous and lively way in which he dedicated himself to his studies and treated his colleagues.
“I arrive at [sic] college, I don’t even say ‘good morning’ to the people. I say: ‘How is this vigor?'”, explained the brother, who was also known for the “Tchaki Tchaki” dance, for the catchphrase “Ai, Brasil” and for being “indignant” sometimes.
The first partnership between Gil and Vigor was a real success, in the evaluation of the brand. According to the company, the campaign had almost 500 publications in the press and brought a great stir on social networks, reaching the trending topics on Twitter.
The expressions “vigor” and “vigore” gained strength in the daily conversations of the Brazilian, with strong appeal on social networks.
“We take this concept in our own name, so appropriating these terms was something natural. We want to see people not only consuming our products, but seeing life with More Vigor; this is our commitment”, emphasizes Jakus about the new phase of brand.
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