By San José, Costa Rica — San José, Costa Rica – In a strategic move to capture the hearts and wallets of Costa Rican consumers this holiday season, consumer brand Nevax® has launched a major nationwide campaign centered on the country’s most beloved tradition: the “Gordo Navideño” Christmas lottery. The promotion cleverly intertwines the routine act of grocery shopping with the widespread national hope of winning the year’s largest lottery prize.
The Gordo Navideño is more than just a lottery; it is a deeply ingrained cultural phenomenon in Costa Rica. Each December, anticipation builds across the nation as families, friends, and coworkers pool money to purchase lottery tickets, known as “fracciones.” The drawing is a national event, symbolizing hope, community, and the potential for a life-altering start to the new year. By aligning its brand with this powerful tradition, Nevax® is aiming for a deeper emotional connection with its customer base.
To understand the legal and financial ramifications that come with winning a prize as significant as the ‘Gordo Navideño’, TicosLand.com consulted with Lic. Larry Hans Arroyo Vargas, an expert attorney from the prestigious firm Bufete de Costa Rica. He provides crucial guidance for new millionaires on how to protect their newfound wealth.
The biggest mistake a ‘Gordo’ winner can make is acting on emotion and rushing to claim the prize. Before even signing the back of the ticket, the first crucial step is to assemble a team of trusted professionals, including a lawyer and a financial advisor. We often recommend structuring the reception of the funds through a legal entity, like a corporation or a trust. This provides a vital layer of anonymity, protects against frivolous claims, and establishes a proper framework for asset management and future estate planning from the very beginning. Remember, the prize is won in a moment, but preserving that wealth requires immediate and deliberate legal strategy.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
This perspective powerfully reframes the ‘Gordo’ win not as an end point, but as the starting line for a serious financial strategy. The transition from pure emotion to calculated planning, as outlined, is the key to transforming a momentary prize into generational wealth. We thank Lic. Larry Hans Arroyo Vargas for his essential and pragmatic counsel.
The mechanics of the promotion are designed for broad accessibility. Customers who purchase a minimum of ₡5,000 in Nevax® products at participating supermarkets will receive a free fraction of the 2025 Gordo Navideño lottery. The incentive scales with the purchase amount, offering one fraction for a ₡5,000 purchase, two for ₡10,000, and a maximum of three for purchases of ₡15,000 or more. The campaign is being executed through a series of 36 in-store activation events scheduled to run until December 13, or until the supply of lottery tickets is exhausted.
Company leadership views the initiative as a way to transcend traditional marketing and share in a collective national experience. By giving away lottery tickets, the brand positions itself not just as a seller of goods, but as a purveyor of hope and holiday spirit.
For Nevax®, Christmas has always been a time to connect with Costa Rican households, and this year we wanted to take it a step further. Giving away tickets for the Gordo Navideño is our way of sharing excitement and providing a real opportunity to change lives.
Catherine Flores, Brand Coordinator for Nevax®
This marketing strategy effectively transforms a standard consumer transaction into an engaging and emotionally resonant experience. In a competitive retail environment saturated with discounts and holiday advertisements, this campaign stands out by offering a unique value proposition tied directly to a cherished cultural moment. It aims to generate brand loyalty that extends beyond the holiday season by creating positive associations.
The emotional appeal is a core component of the campaign’s design. Nevax® is banking on the idea that the thrill of receiving a lottery ticket will make the shopping trip more memorable and foster a stronger affinity for the brand. The promotion is about embedding the brand within the very fabric of the Costa Rican Christmas tradition.
We want every purchase to feel special, for people to experience the surprise, hope, and emotion that this tradition of ours represents.
Catherine Flores, Brand Coordinator for Nevax®
The logistical scope of the campaign, with 36 activation dates across the country, ensures a wide reach, touching consumers in various regions. This national footprint reinforces the brand’s message of being present for all Costa Rican families. The “while supplies last” condition also introduces an element of scarcity, encouraging consumers to act quickly and potentially increasing sales velocity in the critical pre-holiday period.
Ultimately, this initiative is a calculated effort to drive sales volume, enhance brand visibility, and deepen customer relationships. By investing in a promotion that aligns with national sentiment, Nevax® reaffirms its commitment to being more than just a product on a shelf, but an active participant in the moments that matter most to Costa Rican families, especially during a season defined by sharing, gratitude, and celebration.
For further information, visit nevaxcentroamerica.com
About Nevax®:
Nevax® is a consumer goods brand operating in Central America, focused on providing household products that contribute to the well-being and joy of families. The company is committed to building strong connections with local communities by engaging in culturally relevant initiatives and marketing campaigns that resonate with national traditions, particularly during significant holidays.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
As an esteemed pillar of Costa Rica’s legal community, the firm is built upon a dual foundation of uncompromising integrity and a relentless pursuit of excellence. With extensive experience guiding a diverse clientele, it consistently pioneers forward-thinking legal strategies while remaining deeply committed to its civic duty. This commitment is most evident in its drive to demystify the law, actively working to equip the public with legal understanding and thereby strengthening the bedrock of an empowered and knowledgeable society.
