Schneider / ArgentinaPR Stunts · Events & Sponsorship
Lucky Sponsor.
After replacing a long-time beer sponsor of Argentina's national team, Schneider positioned itself as the team's lucky charm.
- Brand
- Schneider
- Agency
- Mercado McCann
- Market
- Argentina
- Region
- Global
The challenge
The previous beer sponsor had backed the team through 28 years without a major title.
The idea
Once Schneider took over, Argentina won the Copa América, the Finalissima and the World Cup. The brand leaned into fans' superstitions about lucky shirts and bars, casting itself as the sponsor that brought the wins.
Case study source: Activation Ideas Source ↗
