Piece, signed by Cappuccino Digital and produced by Koletiv, invites the public to explore a universe of product possibilities
Sazn recreated the 2008 hit, “Dana do Quadrado”, to advertise its new campaign “Caldo Sazn No Quadrado”, performed by singers Beto Jamaica and Compadre Washington, together with digital influencer Xurrasco.
The piece, created by Cappuccino Digital and produced by Koletiv, invites the public to explore a universe of product possibilities with the aim of increasing the brand’s visibility.
We are happy to share the benefits of Sazn Caldo em pó through a fun campaign starring incredible artists, set to the sound of a song that made history. We hope our consumers will not just watch, but dance with us. After all, Caldo Sazn is here to show that in the kitchen, as in life, the fun is in dancing outside the square, said Thiago Campos, marketing manager at Ajinomoto do Brasil.
The strategic choice of Beto Jamaica and Compadre Washington, two icons in the history of Brazilian music, together with digital influencer Xurrasco, known for his dances on social media, are the perfect combination to engage different generations. The song, in addition to being viral, challenges consumers to explore new ways of cooking.
The communication is promoted on channels including Google, Meta, TikTok and Spotify, targeting different age groups looking for content related to food and recipes.
The strategy also includes actions that will encourage the publication of videos with recipes using Caldo em pó Sazn and posts from members of the Tchan and Xurrasco groups, interacting with consumers and encouraging them to take advantage of the practicality of the product in their daily lives.
