The partnership between Shell Café and Sony Pictures brings the universe of He-Man to physical retail. The campaign celebrates the premiere of Universo’s film Mestres in cinemas and transforms a network unit into a meeting point for fans of different ages. The highlight is the complete setting with the official visual identity of the production.
The initiative follows the concept “Every hero needs to recharge”. Consumidores will find menu options and exclusive gifts inspired by the character during the month of June. The action takes place in seven Rede ESA stores, with the main focus on São Paulo.
Loja emblematic gets full film setting
Auto Posto Estação Belenzinho, in the capital of São Paulo, received special decoration for the campaign. The Shell Café unit became the flagship store for the action, with visual elements taken directly from the Universo film Mestres. Visitantes notice the change upon arrival.
The transformation seeks to create an immersive experience. Painéis, colors and details refer to the world of Eternia. The partnership brings audiences closer to the franchise that has marked generations since the 1980s, now with a new live-action version.
Clientes who pass by the place find the environment prepared for photos and interaction. The strategy combines station convenience with themed entertainment. Equipes of Shell and Sony accompanied the assembly to ensure fidelity to the official material.
Promoção offers themed cup and cap
At the Belenzinho unit and six other participating stores, the promotional mechanics work simply. Quem buys the “I have the hunger” combo, with Hamburgão and a 250ml can of Red Bull for R$15.99, and gets an exclusive He-Man themed cup.
- Hamburgão + Red Bull 250ml for R$ 15.99
- Copo themed He-Man included in the combo
- Official Boné when adding R$25 to other products
- Limite of an item per CPF
- Válido only while supplies last
The offer is restricted to Fridays and Saturdays, between June 5th and 27th, 2026. Consumidores must check availability directly in stores, as the gifts are limited. The promotion encourages consumption on site and enhances the complete experience.
The combo combines products already present on the Shell Café menu with the appeal of the franchise. Red Bull appears as a natural partner, reinforcing the theme of reloading for heroes. The mechanics remain simple to facilitate public adherence.
Parceria connects convenience and nostalgia
Gustavo Campos, director of Negócios at Shell Select, highlighted the objective of the collaboration. The union allows us to go beyond traditional retail by linking the day-to-day operations of the stations with a history that spans decades. The Belenzinho store should become a reference for those who follow the saga.
Shell Café maintains normal operation during the campaign. Clientes who are not looking for freebies will find the usual menu, with snacks, drinks and convenience options. The thematic action works as an additional layer without changing the functioning of the network.
Fãs of Mestres of Universo gain extra reason to visit participating points. The strategy covers different profiles, from those who grew up with the cartoon to the new generation who are discovering the story now. The film, which recently premiered, boosts general interest in the franchise.
Campaign Detalhes reinforces physical experience
The initiative prioritizes direct contact with the public. Instead of just digital campaigns, the partnership invests in in-person activation with decoration, giveaways and purchase mechanics. Essa approach values physical retail at a time of major cinematic release.
Participantes from Rede ESA outside Belenzinho also have the promotion, although without the complete setting. The flagship store has the greatest visual impact and serves as the anchor of the action in São Paulo. Visitantes can expect elements that refer to the power of Grayskull and the expanded universe.
The campaign ends when supplies of gifts run out or on June 27th, whichever comes first. Interessados must attend the locations on the permitted days and times. Limitation by CPF prevents excesses and distributes items to more people.
Impacto expected for themed retail
Ações like this strengthen ties between consumer brands and entertainment properties. Shell Café gains visibility among young and family audiences, while Sony Pictures expands the film’s reach beyond the screen. The result combines commerce with cultural storytelling.
Frequentadores gas station regulars find a pleasant surprise in the decor. Quem looks for the specific theme plans the visit to secure the collectibles. The dynamic benefits both sides and creates affective memory associated with the brand.
The partnership comes at a good time, with Universo’s film Mestres already on display and generating conversations on networks and among viewers. Elementos like the cup and cap function as affordable souvenirs that extend the cinema experience into everyday life.