Bauducco, a brand present in 50 countries, performs Christmas-related activations for the first time in three countries in the Americas simultaneously, expanding the tradition of inspiring and reinforcing Panettone as an icon of the date, announcing the arrival of Christmas to more and more families.
In addition to actions in São Paulo and Rio de Janeiro, in iconic locations such as Avenida Paulista and the Pão de Açúcar cable car, the brand will also bring the Christmas atmosphere to its consumers in Lima, Peru; and Times Square in New York. In the North American city, Bauducco distributed Panettones and a 3D film aired on the largest digital panel at the famous tourist spot. The creation is signed by PROS.
The whole story, which took place at the same time in Brazil, the United States and Peru, was turned into a film that is part of Bauducco’s Christmas campaign, which begins airing this Thursday, December 15 – International Panettone Day.
In an emotional tone, the piece explores the main Christmas recipe, Panettone Bauducco, as the icon that unites people even miles and miles apart, because it carries with it what is most important: “A feeling called Family” – concept that, for the first time, aligns all brand communication for the date – adapted in Spanish and English as “El sentimiento de Familia” and “The feeling of Family”, respectively.
Maria Claudia Mestriner, Creative Director at PROS, says:
“The film occupies the role of yet another point of contact for Bauducco with the public, this time internationally, with the intention of announcing the arrival of Christmas and inspiring good feelings. The script was formatted thinking of showing how a piece of Panettone, this Christmas icon, is capable of shortening distances, producing memories and bringing us closer to those we love.”
This global movement to announce the arrival of Christmas is one of the strategies of the ambitious internationalization plans of the number 1 Panettone brand in the world*. Present in 50 countries, Bauducco, which is a leader in the Brazilian market, the second largest consumer market per capita for Panettones in the world, and now faces the challenge of building the Panettone category in the United States and in Latin American countries, with emphasis on Peru – third world consumer market for the product, second only to Brazil – and, of course, Italy, number one.
André Britto, Global CMO at Bauducco, comments:
“In these last 40 years of international operations, the entrepreneurial essence of Bauducco’s DNA has been the fuel for growth outside the country and today we are the largest manufacturer of Panettone in the world, present in all continents, but there is always room for more. We are in a moment of challenging ourselves to open and consolidate new markets, as the global brand that we are. Panettone is the ideal protagonist, as it symbolizes all the magic that our yellow boxes contain, elevating the connection beyond the product.”
The film will be broadcast digitally, on social networks and brand-owned channels, with coverage in the three countries. Another important step for the construction of Bauducco in the US and in the focus countries of Latin America – Peru, Paraguay, Chile, Argentina, Uruguay and Colombia – was the expansion of the brand’s social networks with exclusive pages on Instagram for each of these markets. Thus, the brand is built globally, but communicates locally with the specific language and context of consumers in each country.
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