The campaign, signed by WMcCann, has pieces that are divided between institutional, retail and stopmotion retail
American Easter. We’re here for you is the motto of Americanas’ Easter campaign for 2023. The piece aims to reflect on the brand’s warm-up moment on a date that is directly linked to the result and the public’s emotions.
The communication, signed by WMcCann, has pieces that are divided between institutional, retail and stopmotion retail.
At the institutional level, the company will present a film focused on emotion and that makes a direct connection with consumers. The piece shows a child who tells the story of how the traditional vine of eggs in Americanas was born and narrates how the orange trees gave birth to chocolates from the ceiling. In the end, the child introduces the character from the film who reveals himself to be an employee of Americanas and the child’s father.
“Easter is one of the main retail and Americanas events. With this year’s campaign, we seek to reinforce the affective bond that our brand has created with Brazilians for almost 100 years. Easter theme and the first conversations on the proprietary channels. This relationship is a strength of the brand. This year, we made 13 million items available to our customers. There are more than 400 options of chocolates from different brands on the market, in addition to Delicce, our own brand. We are going to have, once again, an excellent Easter”, said Washington Theotonio, CMO of Americanas SA.
The media strategy will rely on airing the material on open and pay TV, with nationwide coverage, in addition to developments for digital. On social networks, the communication will bring product offers and focus on the assortment, in addition to reinforcing that the brand has its stores spread across all states of Brazil ready to receive its consumers for Easter.
In yet another action aimed at Easter, Americanas celebrates its partnership with Lacta with an unforgettable activation. Together since the creation of the first egg vine in the 1980s, the two brands will have an activation at the Rio de Botafogo Metro station, in the South Zone of Rio de Janeiro, created by WMcCann and produced in partnership with Eletromdia.
