Campaign makes it clear that, although Vitarella has products similar to those of the competition, the flavor it offers is different, and it is worth trying
Everyone has heard the phrase “you look like someone” or knows people with great similarities at first glance, but who have differences. Based on this observation and its position “It has a difference. Tem Sabor”, Vitarella, the n°1 biscuit brand in Brazil and a highlight in the pasta segment, launches its new communication campaign, which reinforces its main attributes, differentiating its portfolio from competitors. The communication, signed by the Lew’Lara\TBWA agency, includes films for TV, outdoor media and digital pieces, in addition to content actions with influencers.
The campaign’s proposal is to show that, when we quickly look at some products, they may look the same, but Vitarella products are different. The seven buttery layers, the loose semolina pasta, the Waferchocomax with lots of filling and the Delicitá Cristal, which is the perfect combination of sweet and salty, are trademarks that only Vitarella has.
The films bring light and tasty stories, as well as the brand. Two identical twin sisters, who have personalities and hobbies different characters, or the story of two protagonists with the same name and the same age, but with different lives and routines, illustrate the concept of the campaign.
“In 2021, we launched this positioning, and since then, we have worked on communications that value this message of welcome and diversity, making a continuous invitation for our consumers to savor the differences. This new campaign comes to continue to materialize this purpose, with the premise that people have differences, as well as our products, and invites everyone to savor their singularities”, comments Charles Wenderson Silva, manager of Marketing yes brand
Check out the new campaign film below.
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