Argentina – Mascherano Scores against the “Pachorra” for Yogurísimo

What: FC Barcelona striker Javier Mascherano replaces Carlos Tévez on offense for Danone.
Why it matters: Because this Young & Rubicam campaign with TV, digital, outdoor, and social network ads, features the emblematic player of the Albiceleste who becomes a hero and makes a call to leave behind the pachorra, or indolence and listlessness that can get in the way of reaching goals and victories.

After the great Carlos Tévez's departure to China, Javier Mascherano takes over on offense for Yogurísimo against the pachorra, in a play on the famous phrase he said to goalie Sergio Romero during the 2014 World Cup in Brazil, right before the penalty shootout in the semifinal match between Argentina and Holland: "Hoy te convertís en héroe" (Today you become a hero).

In the Young & Rubicam campaign, the Argentina National Soccer Team star and FC Barcelona striker not only invites us to leave behind our listlessness in life, but also goes on to rescue friends who’ve become discouraged.

Subscribe to Portada Sports Marketing Updates!

The pachorra is no match for the Albiceleste star, who gives his all on the pitch and is now the new face of the Yogurísimo brand.

"With this campaign, Yogurísimo Energía Total invites young people to become their friends’ influencers, so that they can shake off any listlessness or indolence and not miss out on life’s best experiences. The campaign tells a story through the hashtags #sebuscaheroe and #convertiteenheroe on digital platforms", says Paola Valverde, Senior Brand Manager, Yogurísimo.

The campaign kicked off in February with TV, digital, and outdoor ads, along with a social media pachorra invasion on Yogurísimo’s Facebook page, and will continue developing with Yogurísimo and Mascherano updates throughout the year.

Fact Sheet:

Agency: Young & Rubicam
Client: Danone Argentina
Product: Yogurísimo Energía Total
Copywriter: Alejandro Álvarez – Santiago Ledesma
Producer: Castadiva
Director: Fatty Iastrebner
Sound Producer: Animal Music
Post-production: Lemon Drop


Join us at PORTADA New York!


Editorial Staff

Portada Staff

MORE FROM PORTADA

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.


Loyalty, Brand Preference and the Economy Segment Traveler  

Loyalty, Brand Preference and the Economy Segment Traveler  

With the tremendous growth of economy segment hotels and low-cost air carriers, hotel and travel companies as well as the airlines, have begun to take notice and adapt to this expanding segment of travelers. To ensure that their brands stand out and become the best choice for these travelers, players in the travel industry are delving deeper into loyalty, personalization and brand preference in the economy travel segment.


Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Jill Leccia, Gatorade Sr. Director of PepsiCo Latin America Beverages, talked to Portada about the process of creating a global marketing campaign that's also aware of consumer's individual needs. Today it is more important than ever for brands to connect with consumers at a personal level while keeping local idiosyncrasies in mind but within a global context.