Brand carry out several regional actions with presence on open TV and digital media
With the aim of generating awareness and experimentation with one of Bauducco’s flagship products, the brand presents a 360° campaign for Bauducco Choco Biscuit. The campaign, conceived by the CP+B agency, will be present in media activations, on digital platforms and with a merchandising strategy, in addition to sampling activations and the Bauducco Todo Dia Promotion.
The objective of the campaign is to reinforce the expansion plan of one of the brand’s main innovations in recent years and to take the indescribable union of the crispy biscuit with the chocolate bar, which is transforming the biscuit market, in different regions of the country.
According to Juliana Cor, Bauducco’s executive marketing manager, the product has proved to be a success for all audiences, especially young people, who seek a differentiated experience in what they consume and perceive the superior quality of Bauducco’s product.
Bauducco Choco Biscuit was a pioneer in bringing an innovation to the biscuits segment, which, unlike other players in the segment, bring the chocolate bar on top of the biscuit, and is a success among the public. As a result, Choco Biscuit quickly took on a leadership role in the segment, now with a 48% market share. The campaign arrives to strengthen this relationship and our presence in important places for the business, following our strategy of modernizing the brand, by approaching the younger public, complete.
The media campaign will rely on a national communication front, with merchandising on two of TV Globo’s main programs, Caldeiro with Mion and Domingo do Huck, and regionally, focusing on the Northeast and Rio de Janeiro. In all, there will be about two months of presence with insertions on TV Globo and, in the squares of Salvador, Recife and Fortaleza, there will also be a campaign on the radios, with blitzes inviting the public to discover and taste the Bauducco Choco Biscuit at the point of sale. All media activation will be digitally supported to reinforce key messages and expand your brand presence.
In addition to the strong media plan, Bauducco will seek to impact consumers on their journeys, through activation actions, such as on GOL flights departing from So Paulo to several Brazilian capitals and at points of sale throughout the country. There will also be distribution of samples in some colleges in São Paulo and Rio de Janeiro. We want to show that Bauducco Choco Biscuit is a cookie that can be part of people’s daily lives, especially young people. The activations, in addition to generating experimentation, reinforce knowledge and remembrance of the brand and product, analyzes Juliana.
