Market Intelligence: Skater Rayssa Leal rescues childhood and evolution in a campaign with her mother

After the Tokyo Olympics, skater Rayssa Leal conquered the advertising market and starred in several sponsorship campaigns such as Nike, MRV, HStern and Nescau.

For Nestlé’s new chocolate milk campaign, in addition to the Olympic medalist, the brand hired her mother, Lilian Mendes, who narrated the video.

The project directed by the Ogilvy agency rescues the phases of the 14-year-old teenager’s development, whose commitment to the brand began last year and will extend at least until the Paris Olympics in 2024.

The two appear in the same campaign for the first time, in a video that deals with the stages of growth of the young skater, showing her first steps in the sport and recent achievements.

“Nescau has always been present at the family table, so we brought a campaign that not only reinforces our nutritional differentials, but explores other values”, explains Abner Bezerra, head of marketing for Nescau and beverages at Nestlé Brazil.

“We shared the role of the campaign between mother and daughter because we understand the role of parents in the development of children. We tell a real story of Rayssa and Lilian’s relationship with the brand to show this strong bond with the public”, highlights the executive. .