Viral Brasileirão moment turns into a Stadium Billboard

Chocolate brand BIS capitalized on global viral coverage featuring a Coritiba defender to execute a clever venue marketing activation.

During the August 8 fixture against Chapecoense, defender Jacy jumped over the advertising LED board to celebrate a goal, unaware that the drop-off leading to the locker room tunnel sat directly behind it. Although the goal was ultimately ruled out by VAR, footage of the fall circulated globally across social media.

BIS stepped in to install a custom billboard in that exact spot bearing the pun "Cuidado aBISmo" ("Beware of the AbysBISm"), publishing a joint promotional campaign alongside the player. The activation strengthens the brand's local football footprint, adding to its high-profile stadium naming rights agreement for São Paulo FC's home ground, MorumBIS.