How BIS, a Mondelez Chocolate Brand, Came Through Such a Cheeky Pun for Sponsoring a Stadium

Mar. 01, 2024

Recently, BIS, a chocolate brand of Mondelez, announced one of the most significant naming rights contracts for a stadium in Brazil. The famous Morumbi Stadium, which hosts football matches and large concerts, is now called MorumBIS, a play on the brand's name. This deal, which involves millions, was one of the most talked-about by the Brazilian press and even became one of the top trending topics of the moment.

The great differentiator of this partnership is precisely the pun that gave the Morumbi Stadium its new name, MorumBIS. Globally, what we see in naming right actions are brands erasing the stadium's original name, the way it has been known for years by fans, and imposing their brands on that history. That's different from what BIS did.

Now, it was time to celebrate this successful partnership. That's why the agency DAVID São Paulo, which works with various Mondelez brands, created a campaign full of puns. And, of course, it did not lack humor.

The spot, with national covers, explains how BIS came through such a cheeky pun for sponsoring a stadium. The answer is simple: from the Corporate Department of Cheeky Puns an ensemble of experts with the goal of stuffing BIS into everything.

However, finding the perfect pun is no easy task. And our professionals went through many possibilities, says the spot created by DAVID.

And continues. Such as buying rental bikes, painting them blue and launching the... BIS-cycles. Opening up a BIS-tro. Sponsoring O-BIS-tetricians. Still, every pun requires the Department's boss approval. Director RoBISon BISmarck. And thus, came to be the... Morum-BIS. This is not only the smallest naming rights deal ever. But also, the largest pun in history, spanning dozens of meters. And we're not even done. In there, we'll have the Referee-BIS. The BIS-ne up. The su-BIS-titution. And even the ticket BIS-calper. Oops, not this one. All of this might seem a bit absurd. But we assure you, it's not. It's an a-BIS-urd.

Alvaro Garcia, VP of Marketing at Mondelez Brasil commented:

"'The Origin of MorumBIS" campaign is here to emphasize that everything involving BIS is fantastic: the game with friends, a concert of your favorite band, dessert time, a movie with your significant other, gaming with buddies, everything alongside the snack becomes absolutely A-BIS-urd. The main goal of the campaign is to reinforce to the audience all the spectacular and grand moments that can be experienced with BIS; after all, the snack is present in the most fun and memorable moments, always alongside family and friends."

 

Fabrício Pretto, Executive Creative Director, at DAVID Sao Paulo explained:

"Many might think that MorumBIS is a random pun, but our campaign came to show all the seriousness behind this process."