Wolfi

Wolfi — Brand Activation | Copa América

BRIEF

During the Copa América, KASER identified a clear opportunity for an emerging brand like Wolfi: to generate real impact within a conversation driven by the emotion surrounding the Argentina National Team.
We understood that this emotion does not happen only inside the stadium, but mainly in the build-up: in the streets, in shared rituals, and in the spontaneous encounters between fans.
Based on this insight, we proposed working the brand from that genuine territory. The challenge was not to “communicate” the Copa América, but to integrate Wolfi into the real experience, without forcing messages or disrupting the atmosphere of the event.
It was not about talking about the match. It was about being there, where the emotion truly happens.

SOLUCIÓN

Based on this strategic approach, KASER proposed a territory-based activation. The team traveled to Miami to accompany the build-up to Argentina’s matches and build a brand presence rooted in cultural immersion, direct contact with fans, and real-time content creation.
The execution followed a documentary-style approach, prioritizing spontaneous moments and genuine emotions, with the brand organically integrated into the experience. Wolfi did not speak from the outside or impose a narrative: it was present, accompanying the anticipation, the ritual, and the collective emotion.
The result was a credible and close brand presence, aligned with the real pulse of the Copa América, strengthening Wolfi’s connection with the Argentine community abroad and positioning the brand as authentic and culturally sensitive.