TRANFORM THE Pelé brand FROM LEGEND TO LEGACY

Services

Audience Intelligence, Brand Identity, Style Guide, Digital Media, Social Media, Creative, Content, Production, Pelé, Futbol, Soccer, Case Study

Summary

Objective

Our challenge was to reintroduce Pelé to modern audiences around the world and build relevance with today's youth. The opportunity required us to transform this legendary icon into a brand that could, then, build a formidable legacy for his family.

Insight

Objective

For a generation, soccer was one man, Pelé. Once the best-paid athlete in the world, Guinness World Record of 1,279 goals; Athlete of the Century (IOC); and credited for "beautiful game" phrase. But, even for legends, memories can fade over time.

Strategy

Our answer was to give Pelé a relevant voice, in-synch with current social chatter. Our strategy focused on interacting with young star players and joining trending conversations. Open new partnership opportunities (i.e., Hublot, Mastercard, P&G).

Approach

Strategy

We started by defining Pelé in a brand book and style guide. Our social strategy was threefold: (a) show the icon as a force for social good; (b) make Pele relevant with current futbol fans by engaging with high-profile players; and (c) join trending topics.