O Boticário Enlists Kaká and Fábio Cannavaro to Elevate Malbec Into Legend Status
In a year marked by narratives about excellence, with the eyes of the world turning to football, O Boticário, a Brazilian cosmetics company, has launched a campaign around Malbec Black Legend: a new, limited-edition fragrance celebrating a new era in the long-beloved Malbec line, a legend in the perfume world itself. The blockbuster launch film, created by AlmapBBDO, features two icons of the sport – starring Kaká, with narration by Fábio Cannavaro – and embodies the campaign’s central concept: “it takes a legend to recognise a legend.”
With an epic tone, shot in black and white and set to the classic aria from Puccini’s ‘Nessun Dorma’, the film is far more than the meeting of two sports celebrities. Rather, it suggests a deeper reflection about excellence, personal journeys, and recognition. Kaká, a Malbec ambassador and the last Brazilian to be named the best player in the world – while playing in Italy – is the protagonist. He represents a legacy solidified by remarkable achievements in all areas of life. Cannavaro’s narration provides a finishing touch, serving as a form of external validation. As one of Kaká’s most notorious opponents – a formidable defender who could tackle just about anyone except him – Cannavaro reinforces the idea that true grandeur isn’t about labeling yourself as great. Rather, it’s recognised by those at the same level of excellence.
This symbolic encounter between Brazil and Italy, two traditional football superpowers with nine world championships between them, deepens the cultural power of the campaign, lending it sophistication and an international weight. The Puglia region of Southern Italy is also the cradle of the legendary Neroamaro grape variety, which helped inspire the fragrance of Malbec Black Legend. Created by French perfumiest Pascal Gaurin, it combines the captivating accent of Neroamaro with the intensity of dark woods. The result is an after-hours signature scent which is alluring, modern, and sophisticated – befitting a legend.
“Malbec Black Legend was born to deepen attributes like modernity, legacy, and sophistication, reflecting a new stage of maturity for the brand,” said Carolina Carrasco, director of branding and communications for O Boticário. “The campaign translates that spirit by showing that true greatness doesn’t have to be trumpeted – it’s recognised over time, through consistency and choices that build legacies. Bringing Kaká and Cannavaro together in a film with this concept reinforces the perfume’s premium positioning, follows through on our strategy of connecting perfume, sports, and culture in an authentic way, and elevates the Malbec narrative to a new aspirational level.”
“Kaká was the last Brazilian to be named the best player in the world. A legend. Cannavaro, one of his greatest rivals on the pitch, was the last Italian to receive the same honour. Another legend. And nothing could be greater than having one legend recognise another. This is a story about respect between giants and their legacies. Malbec, Kaká, Cannavaro and Puccini have come together in this new, legendary moment for the brand,” explained Eduardo Lima and Rodrigo Adam, executive creative directors at AlmapBBDO.
The campaign’s robust communications plan, developed by the agency, will unfold in several integrated stages: it all begins with a teaser through PR and social media, announcing Kaká as the brand’s ambassador and recalling his rivalry with Cannavaro, and continues through the full campaign rollout on TV, digital, and OOH. Then the meeting of the legends will be announced in an iconic spot and will culminate in a special event, recorded on a podcast. It’ll all be carefully orchestrated to support the launch of Malbec Black Legend with continued high impact and 360-degree visibility.
With Malbec Black Legend, O Boticário reaffirms its authority in the terrain of woody fragrances and bolsters the symbolic construction of the Malbec line, connecting perfume, sports, and culture in a narrative that celebrates achievements, legacies, and recognition among the greats.
