More than any other physical activity, the race has been serving as a platform for various industry brands to be cool, modern, correct, healthy; To exude, by association, the positive image of the sport.
There are proper races of clothing; of bread manufacturers; Chocolate, although the traditional ten miles has emerged not as a marketing tool, but by strict initiative of gravel -loving employees.
It was another time and perhaps the tobacco industry itself was behind evidence, offering material sponsorship or support to event organizers and athletes.
A tour, by the way: in the book “The Emperor of all ills – a cancer biography”, oncologist and writer Siddhartha Mukherjee lists several Ardis of this industry at the time when the causal relationship between smoking and lung cancer is evidenced.
Book Pança A Banal Example: The “More Doctors Fumam Camels” campaign, with the announcement of the fourth cover of Cigarette Cigarette in the US weekly magazine Life in 1952 – noble, massive, equivalent to the commercial space of Jornal Nacional in the 1990s.
But for a particular sector, beverage, notably for beer manufacturers, the pro-corridor movement is strategic, considering that alcohol products, immediately associated with the healthy life that is the “face” of race, are already the subject of greater commercial ambition.
Indeed, Heineken held its first 5km race in Sao Paulo for days to promote the “0.0”, the alcohol brand of the Dutch transnational.
In response by e-mail to the column, Eduardo Picarelli, director of Heineken’s business unit in Brazil, said this “owner race reflects the brand’s position to support a balanced lifestyle, different occasions of consumption and adapt to the new moment of Brazilian consumers regarding the search for this more balanced lifestyle.”
Interestingly, Heineken has failed to sponsor Ironman Brazil’s major triathlon events, making room in this environment for a young woman – and a small – exclusive manufacturer of alcohol -free beers, ETAPP, whose brand positioning is umbilically linked to the sport.
Before co -firing the ETAPP, the advertiser and amateur corridor Eduardo Andrade was bothered to be identified as the “face of zero beer, the water guy with gas” by celebrating the end of a race, as this columnist once said. The discomfort would not be the only reason, nor sufficient reason, so that he would launch himself in a harvest dominated by large fish, but the story is, anyway, well “Trovata”.
ETAPP is not alone among the exclusive manufacturers of “Zero”, but it is the only one that makes a point of associating with the sport, following a successful International Benchmark, the US Athletic.
In Brazil, they also make exclusively beers without alcohol yes! And Luci, but it was in a conventional brasseria, the paulistana trail, that this reporter consumed the best alcohol IPA of his life, Melonrise Zero.
It is true that this columnist’s birogostronomic critic credentials are not to be desired: I must admit that at some point in my life Malt 90 has already come down as Guinness.
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