Clear | Paulistão 2024 / Vini Jr.
Client: Clear – Year: april/2024
In 2024, LIGA had the honor of building a successful journey with Clear Men in Brazil, marked by three high-impact moments.
The first took place in the opening quarter of the year, when Clear debuted as an official sponsor of the Paulistão. From the announcement of the partnership, the brand set out to innovate through bold activations and a strong presence throughout the tournament. Highlights included on-field performances and special awards for goalkeepers. During the competition, LIGA’s corporate team worked intensively to deliver outstanding communication results. Leveraging our expertise in the football ecosystem, we helped Clear connect with fans in an authentic way, creating narratives that aligned the brand’s purpose with the sport — such as awarding the best goalkeeper saves of each round, a direct reference to the “defense” Clear offers against dandruff. This analogy made the campaign more engaging and reinforced the brand’s presence in a meaningful way. The campaign was further amplified through exclusive interviews, strategic activations and a robust PR effort.
The second major moment came in June, when Clear announced its new global ambassadors to the world: Vinícius Junior and Erling Haaland, two of the biggest names in world football today. The initiative kicked off in Rio de Janeiro with a large-scale projection in Copacabana and quickly made headlines, gaining global reach and prominent coverage in Brazilian and international sports media, including Spain’s Diario AS.
In September, the partnership gained even more momentum with the launch of a new shampoo variant in Brazil, starring Vini Jr., a global icon of the Brazilian national team and Real Madrid. Known worldwide for associating its campaigns with sports legends, Clear introduced a hydration-focused product led by an ambassador who embodies the strength and charisma of both the brand and the Brazilian people.
Together, these three moments reinforce the importance of strategic communication. Alongside Speakeasy Knowledge Brokers, we worked to ensure Clear’s presence resonated far and wide, expanding its reach and strengthening its market positioning.
