Coca-Cola Brazil launched the first doll of a soccer player
The 1998 World Cup of France will not only be remembered by the South Americans for having been a tournament full of figures of the likes of Ronaldo, Ronaldinho, Romario, Sebastián Verón, Ariel Ortega, Ivan Zamorano, José Luis Chilavert, among others, but for the great brand activation of Coca-Cola with the launch of "Cabezones". These dolls were collectable and caused such a big furore, that 21 years after that launch, today they are collectibles. With the aim of continuing to support women's football, Coca-Cola Brasil decided to launch the first soccer player's doll: Debinha.
The Brazilian midfielder had a World Cup highlighted in France and was chosen by the company over the historic Marta. This action was made in the context of the #TeamCocaCola campaign, started with six players from different countries Sara Däbritz (Germany), Abby Dahlkemper (United States), Grace Geyoro (France), Saki Kumagai (Japan) and Desire Oparanozie (Nigeria). The edition of the Debinha doll was limited and the strategy chosen by the company was to distribute it among different influencers who, in turn, drew raffles among their followers.