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After a three-year partnership with the National Basketball Association<\/a>, Hellmann\u2019s Brazil<\/a> reports that its squeezy bottles of flavoured mayonnaise \u2013 each variant associated with an NBA team \u2013 experienced an eight-fold rise in sales and a twelve-fold increase in value.<\/p>\n The brand collaboration paired eight \u2018trend-led\u2019 Hellmann\u2019s flavours with a basketball team by displaying their mascots on-pack; the barbeque flavour was associated with the Los Angeles Lakers, the \u2018green\u2019 variety was tied to the Boston Celtics, et cetera.<\/p>\n This approach sought to capitalize on team spirit during the NBA season \u2013 and Unilever<\/a> reports an increase in mayonnaise consumption in Q2 2025, with Amazon<\/a> sales thought to have risen by 227% during the NBA Finals activations.<\/p>\n Overall, the campaign is thought to have boosted the volume of squeezy-bottle mayonnaise sales eight-fold, while the sales value is apparently twelve times higher. Ecglobal<\/a> has reportedly ranked Hellmann\u2019s in tenth place in its \u2018Brands that Conquered Brazil\u2019 report for 2025.<\/p>\n Unilever targeted the campaign at a young consumer base. Rodrigo Visentini, general manager of Foods Brazil at Unilever, cites statistics that approximately 60% of NBA fans are between 18 and 39 years old.<\/p>\n \u201cParticipating in headline-grabbing NBA sports, pop culture and entertainment events is showcasing Hellmann\u2019s cultural brand relevance and making it more attractive to younger Gen Z consumers,\u201d Visentini explained.<\/p>\n \u201cFood is an essential part of the experience for sports like basketball that are primarily watched on TV at home in Brazil,\u201d added Carolina Riotto, director of Marketing for Brazil at Unilever.<\/p>\n \u201cThe NBA league fuels an incredible fandom audience in the country, and this collaboration has placed the Hellmann\u2019s brand in the NBA pop culture spotlight, creating a genuine connection with a key consumption occasion.<\/p>\n \u201cBy becoming an integral part of the NBA watching-from-the-sofa experience and connecting emotionally with younger fans, Hellmann\u2019s has become a partner in their experience, securing brand trust and long-term equity.\u201d<\/p>\n The campaign was accompanied by digital and primetime advertising, alongside immersive brand events in S\u00e3o Paulo and Porto Alegre.<\/p>\n In a previous collaboration, Hellmann\u2019s joined forces with\u00a0Ogilvy<\/a>\u00a0to develop a smart mayonnaise jar<\/a>. Its label used\u00a0thermochromic ink to change colour in different temperatures and warn consumers when their fridge is running at above 5\u00b0C\u00a0\u2013 a move hoped to prevent unnecessary food waste.<\/p>\n Since then, Budweiser<\/a> has celebrated\u00a0the England Lionesses winning back-to-back European football championships with a line of limited-edition \u2018Home Again\u2019 cans<\/a>. Launched\u00a0less than 48 hours after the team\u2019s victory in July 2025, the can was designed\u00a0alongside in-store activations and a giveaway for cans signed by England legend Fara Williams.<\/p>\n If you liked this story, you might also enjoy:<\/p>\n The \u2018complex reality\u2019 of reusable packaging in Europe<\/a><\/p>\n Single-use packaging versus reusable packaging: Which is more sustainable?<\/a><\/p>\n The ultimate guide to global packaging sustainability regulation<\/a><\/p>\n