I agree to one of the initiatives that will be developed by the brand throughout 2024
TV Globo’s 9pm soap operas will have a new sponsor from January 22nd this year: Lacta.
The brand, belonging to Mondelez Brasil, signed a sponsorship agreement with Globo to have its name printed on the channel before the start of the new soap opera, Renascer.
Diving into this work and sponsoring such an important and relevant topic for Lacta, in addition to being a great honor, is also a unique opportunity to generate even more brand recognition and bring us closer to the consumer in classic moments of Brazilian TV, such as the 9pm slot on TV Globo, explained Fabola Menezes, Director of Chocolate Marketing at Mondelz Brasil.
For Lacta’s marketing, the sponsorship of Renascer is one of the initiatives that will be developed throughout 2024, in addition to marking the first time that the brand sponsors a soap opera.
We want to talk more and more with our audience and, linked to a television drama classic, we mark a promising year that will open up a range of possibilities with regard to our marketing strategies for 2024, concluded the executive.
It will be possible to check the brand’s exposure at different times and in different media throughout the plan, with vignettes in the soap opera call, commercial inserts of 15 or 30, in addition to content actions, use of advertising formats from Globoplay and on Globo’s main digital portals .
In the case of Renascer, the soap opera is set against the backdrop of Ilhus, in Bahia, and will narrate the saga of José Inocncio, a farmer in the city’s cocoa growing area. In the plot, cocoa is one of the protagonists and the choice of sponsorship was based on this.
