The Brazilian Motocross Championship hosted an unexpected activation from Yamaha, in partnership with the agency AlmapBBDO. The brand brought to the event the “Off-Road Milkshake” — an unconventional milkshake bar where drinks were prepared live, not with blenders, but with motorcycles tearing up the track.
The setup was simple: the audience chose a flavor, which was poured into a custom-designed container attached to Yamaha YZ250F and YZ450F models. From there, riders Renato Paz, Tatá Mello, and Wellington Garcia took over — mixing the ingredients through adrenaline-pumping stunts. The result? Milkshakes blended with pure excitement.
“At Yamaha Racing Brasil, our pillars are grit, strength, focus, fun, and fair play. We make it a priority for our riders — and the fans who support us — to enjoy riding, whether in competition or in their free time. This activation was a clear example of that,” said Giovana do Vale, Brand, Marketing, and Racing Manager at Yamaha Motor do Brasil.
The initiative aimed to create a one-of-a-kind interactive moment, connecting the audience directly with the power and thrill of the bikes on the event’s main track. To do this, the brand turned to the culinary world in a bold and playful way.
“Our insight came from a quirky observation about motocross: the more powerful the bikes and intense the stunts, the more the riders resemble human blenders. So, we decided to take that idea to the max, transforming the bikes’ extreme vibrations into a wildly interactive experience for the public,” said creatives Felipe Paganoti and Igor Pontes, from AlmapBBDO.
The first stage of the 2025 Brazilian Motocross Championship took place in Ponta Grossa, Paraná. Organized by the Brazilian Motorcycling Confederation (CBM), in partnership with the Municipality of Ponta Grossa, the event brought together around 500 riders from 19 countries at the city’s Municipal Track, located in the Agricultural Center. This year’s edition drew an audience of approximately 45,000 people.
The “Off-Road Milkshake” activation was produced in partnership with the production company FISH.
Share Post:
Haven’t subscribed to our Telegram channel yet? Don’t miss out on the hottest updates in marketing & advertising!
