The blitz for everything from banks to brewers comes on top of industry executives' estimate of $500 million spent in Brazil before and during the games.
Shoe marketer Grendere SA is introducing a sandal in Brazil's team colors, yellow and green, backed by a TV campaign from W/Brasil, Sao Paulo. Cervejanas Kaiser Brasil introduced a limited edition beer called Kaiser Copa '94, as rival Companhia Antarctica Paulista's Antarctica comes out with a celebratory can.
"It wasn't until Friday the 15th that we believed we could really win the World Cup," said Carlos Chiesa, VP-creative at Salles DMB&B, Sao Paulo. Two days later, the team beat Italy in a Pasadena, Calif., shoot-out.
Mr. Chiesa's agency responded with a TV commercial for Bradesco Bank that began airing last week. The spot mingles images of rolling fields with high tech industry and compares success on the soccer field with success in other fields, such as agriculture, when Bradesco is called on for financial help.
Top Brazilian brewer Cervejaria Brahma also responded quickly, undeterred by an earlier World Cup conflict in which it was censured by the Brazil Self-Regulatory Council for ambush marketing.
Brahma spent $23 million on World Cup-related marketing.
That included the July 17 tele- cast of a new 90-second version of its spot showing soccer players Romario de Souza Farias Filho and Jose Roberto Gama de Oliveira Bebeto celebrating goals. The campaign, from Fischer Justus Comunicacoes, Sao Paulo, is running in print through July.
Kaiser, which spent $18 million on World Cup marketing, in June introduced a limited edition World Cup beer called Kaiser Copa '94. TV and print ads from DPZ Propaganda, Sao Paulo, support.
No. 2 Antarctica, after spending $13 million on World Cup marketing, introduced a can designed by its agency, DM9, Sao Paulo. A page newspaper ad highlights the can.
After the victory DM9 picked up $3 million in new World Cup billings from clients including Antarctica, dairy foods marketer Yolat Industria & Comercio de Laticinios Parmalat and Sharp distributor Grupo Empresarial Machline.