Action developed by AlmapBBDO will count on Paulo Vieira, MC Melody and Laurinha do Camaro for the dissemination
Cheetos announced the launch of its summer campaign, which aims to promote the brand’s latest launch, Cheetos Crunchy.
Developed by AlmapBBDO, the communication features artists such as MC Melody, Paulo Vieira and Laurinha do Camaro, who will be responsible for taking the snack to cities in Brazil and showing the product’s difference to people.
“Cheetos has been present in the summer consistently over the last few years. This year, we took advantage of this season, which is beloved by Brazilians, to put the spotlight on Cheetos Crunchy with the motto ‘Irritatingly Irresistible’. It’s also a good time to show all the product’s differences, such as shape, crunchiness and flavor and, above all, to generate a deep connection with consumers, making Crunchy part of the summer”, explained Daniel Camillo, Marketing Director at PepsiCo Brazil.
The first to take place in Rio de Janeiro and feature MC Melody and Laurinha do Camaro presenting the snack on the sands of Rio. They will also lead actions on social media, such as launching a dubbing challenge. By having a large squad of influencers to amplify the theme.
Paulo Vieira will be responsible for publicity in Patrocnio Paulista, a city known for being the quietest in the country. Under his command, the brand will take some residents to Rio de Janeiro’s carnival, in one of the city’s blocks and in Sapuca.
“We are excited to bring an innovative approach to this year’s Carnival, transforming Rio de Janeiro’s beaches into an even more irresistible place full of crunch and flavor. We want to provide not only a unique experience, but also moments of relaxation and fun with our consumer influencers, following the brand’s purpose”, concluded Daniel.
The brand will also be present distributing products in street blocks and on tollbooth and subway routes, in order to generate experimentation and awareness around innovation.
