Pelé: How to Rebrand a Timeless Icon
We worked with Pelé, one of the world's most iconic figures, on shaping his brand, building relevance with today's youth, and bringing his story to life through social and digital channels.
For a generation, soccer was one man: Pelé. But even for legends, memories can fade over time. Our challenge was to refresh the world's recollection, and help reintroduce Pelé's brand to modern audiences, opening up new partnership opportunities.
The key was to ensure that Pelé wasn't seen as one-dimensional. For that reason, we wanted to highlight his depth of character and values to round out his modern brand. Leveraging this new messaging DNA, we moved on to tell his stories and employ a clear, compelling, and consistent analytics-driven social strategy.