On April Fools’ Day, Brazilian soda brand FYS flipped the script: instead of lies, it brought raw honesty to BBB 2026 with Karol Conká and Rafael Portugal.
While the rest of the world leaned into pranks and deception on April 1st, FYS — the soda brand under the HEINEKEN Group — chose a bolder move. The brand ran two back-to-back activations during the live broadcast of Big Brother Brasil 2026, turning the holiday on its head with humor and brutal honesty.
Karol Conká returns to BBB — this time with a message
On March 31st, viewers of BBB 2026 saw a new film featuring Karol Conká, the singer and former BBB contestant, created by agency AlmapBBDO. In it, she delivers one of the campaign’s most memorable lines: “better to be knocked out for speaking some truths on BBB and in life, but always be remembered, right?”
The reference to her controversial run on the show in 2021 is intentional. By leaning into her own story with self-awareness and wit, Karol becomes the perfect ambassador for a brand built on not taking itself too seriously.
https://youtu.be/cmHlhyVDaGcRafael Portugal brings the puns to CAT BBB
FYS also appeared for the second time in the CAT BBB segment hosted by comedian Rafael Portugal. He riffed on the brand’s latest ad and fired off a string of wordplay jokes, including “FYS you even want to try it?” — a pun blending the brand name with the Portuguese phrase “faz” (do/make).
The segment reinforced FYS’s strategy of embedding itself naturally into entertainment, staying true to its playful and irreverent voice.
“Not being #1 can earn you a good laugh”
Both activations are part of FYS’s campaign launched this year under this self-deprecating tagline. Isabela Martins, FYS Marketing Manager at the HEINEKEN Group, explained the strategy: “FYS is like this — a light, funny, ironic and sincere brand, and we’re happy to translate our DNA through campaigns and personalities that carry these characteristics. Karol’s film and the CAT appearances were quite strategic and aligned with our growth ambitions.”
Our intention as a program partner is to get good laughs from the audience and reality fans, using the brand’s own essence as the engine.
The FYS lineup
FYS is available in three flavors: orange-pear, Sicilian lemon, and Amazon guaraná — all offered in regular and zero sugar, zero calorie versions. Learn more at https://www.fys.com.br/produtos/
Event Info
- Campaign: “Not being #1 can earn you a good laugh”
- Brand: FYS — HEINEKEN Group
- Agency: AlmapBBDO
- Featuring: Karol Conká and Rafael Portugal
- Aired: Big Brother Brasil 2026 (March 31, 2026)
- More info: https://www.fys.com.br/produtos/
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