Ceres presents the “Uncork a Ceres, light a candle” campaign and is giving away lucky candles dedicated to five “Saints” protectors of sport, whose names are inspired by the crucial moments in which the fate of a match is decided. For Ceres the important thing is to always be there and live authentic experiences, such as sincere and loyal fans, linked to the team beyond the type of sport or category, who speak in the plural because they feel part of something and who would never give up their rituals linked to one’s sporting faith.
Ceres dedicates this competition to those who follow sport with passion: by uncorking a Ceres it is possible to win one of the five candles designed for football, rugby, basketball, volleyball and handball. Each of them will help the fans to invoke those who can really save the game when hope is fading, like the “Holy Penalty of Salvation” for football or the “Santa Table Semper Fedele” for basketball.
The candles, made with real cut Ceres bottles, present on the front the cartoons created in collaboration with Enrico Macchiavello, a historic illustrator who has drawn the Ceres animated commercials since 1999. On the back of the candle it is also possible to read a fun hagiography designed for each saint.
The “Uncork a Ceres, light a candle” competition was presented with a launch video available on the brand’s social channels and broadcast on the main national and local television networks. The candles will also be visible with a product placement within the program “Qui Studio a Voi Stadio”.
The campaign was born from an idea by We Are Social, communications partner of the Royal Unibrew Group, which oversaw its strategy, creativity and production. The media planning of the campaign is by Media Club, while the candles and their packaging were produced in collaboration with the 2night agency.