The campaign, created by Dentsu Creative, invites fans to dry Seleo’s main rivals during the championship
The world championship of national teams started and, in the first week, two of Brazil’s main opponents “populated” in their debuts. With that in mind, Ajinomoto do Brasil brought supporters for “popcorn” to its campaign entitled “Sazn Popcorn in them!”.
The campaign, created by Dentsu Creative, makes fun of Brazil’s most classic rivals, such as Argentina, Germany and France, and uses the three flavors of popcorn seasoning, Salsa and Onion, Butter and Barbecue, to “dry” the opponents.
In addition to cheering for Brazil, there is another passion among fans that appears every four years: the desire to see our rivals pop. And we used exactly this as a campaign concept to leverage brand awareness. Thus, we manage to enter into conversations about the World Cup in Qatar using the matches of rivals and something that brings the best of football in itself: the banter with opponents, but always in a light, good-humored and fun way, say the creative duo Marcelo Coli, copywriter, and Mario Amadei, art director at Dentsu Creative.
The commercial premiered on open TV during the break of Jornal Nacional, on TV Globo, last Tuesday (22).
In addition to the films, the campaign features digital actions, with campaign pieces reverberated on the brand’s profiles on social networks and influencers. The first activation took place this Sunday (27th), on Avenida Paulista, in front of the Argentine consulate in Brazil, and anyone who goes there by December 4th will win a bag of popcorn. The campaign will run throughout the group stage of the World Cup.
The digital strategy was developed by the Cappuccino Digital agency with the premise of taking advantage of the World Cup opportunity to reinforce the brand’s presence with consumers, applying ways to highlight activations at a time of high competition for attention in the virtual space.
The Sazn brand has been in Brazil for over 30 years and has been building a very special history with consumers. Therefore, Sazn is the brand most remembered by consumers, within the category of ready-to-eat seasonings. As a strategy, the brand constantly innovates its portfolio, always with quality and investing heavily in communication, being present in moments of joy to reinforce the emotional bond with the consumer, emphasized Francieli Moraes, Sazn’s Marketing manager.
