A fictitious airline to take soccer lovers to the United States to cheer on the Spanish National Team in its participation in the World Cup is the proposal of Cabreiroá, a natural mineral water brand from Hijos de Rivera, to connect with fans before a key event on a social and cultural level.

The brand seeks to strengthen its bond as an official collaborator of La Roja, which has lasted for almost fifteen years, accompanying the national team in one of the key moments of the year under the claim “We are moved by thirst.” To this end, it has decided to turn the association into an experience for the team’s followers, promoting the draw for a trip to what will be one of the host countries of the international tournament starting next June 11.

The campaign, designed by the creative agency Imaxe, began with a brief teaser starring former player Iván Helguera, who was visibly nervous and restless on board one of the planes of the fictitious airline “Cabreiroá Airlines”. The former athlete was addressing one of the flight attendants, to whom he expressed his fear of flying.

Hours after publishing that first video, the brand revealed that Iván Helguera decided to give up his seat on the trip that was to take him to the United States. That unexpected gesture becomes the starting point of the contest, opening the door to the possibility for fans to occupy that place and live the experience from within.

Cabreiroá invites users to visit the website dedicated to the initiative, and explain what they would be willing to do for the last seat on the flight, as well as follow the brand on social networks. As detailed in the legal bases of the contest, which will be active from May 5 to 18, the prize has an approximate value of between 4,000 euros and 6,000 euros, and includes tickets to travel to the United States, five nights in a 4-star hotel for the winner and his companion and access for two people to enjoy a selection experience.

From among the participants, a jury made up of three members of the agency and three members of Hijos de Rivera will choose 10 semi-finalists, and subsequently, 2 finalists. These will participate in a challenge on the television program Zapeando, from which the winner of the contest will emerge.

With this, Cabreiroá aims to reinforce the link between emotion, football and experience, inviting fans to be part of the National Team’s journey in one of the key moments of the year. “We wanted to build an action that connected from a human point of view and, at the same time, offered something tangible to fans. Turning a personal story into a collective opportunity allows us to reinforce that spirit that defines the brand,” commented Alejandro Fuente, Aguas Marketing Manager at Corporación Hijos de Rivera, in a statement.

As the brand explains, the campaign turns the trip itself into the narrative thread and uses it both as a connection point with the National Team and with the fans. It ensures that the initiative represents a new example of its commitment to differential proposals that transcend convention, and consolidates its positioning as a close and emotional brand that accompanies fans wherever the passion for football takes them.

In addition, the initiative includes a new special edition of bottles. This version brings together 16 main players—eight from the men’s team and eight from the women’s team—whose faces will be seen on the bottles. The collection will be present in more than 7 million containers in different formats for the food, hospitality and convenience channels.