Action, which was designed by CPB, includes a leadership test at BBB 24
The Delcia brand presented its new positioning in a campaign that seeks to reach consumers in different media and formats, in an unprecedented move within the category, as the company says.
With the launch of the new campaign ‘The Delight that Life Asks for’, developed by CPB, the brand focuses on emotional connections and special moments. The action highlights the brand’s game changer in keeping up with all the consumer transformations over the last few years, enabling simple everyday moments to become special occasions, with Delcia associated with this change in a leading way.
Delcia’s new brand identity symbolizes change, with a modern, easy-to-read font. From now on, the “wave” of the packaging takes on an essential role in the visual narrative, no longer just a “footer” in the created layouts, but visually showing Delcia’s creaminess and texture.
Yellow and blue are essential colors to generate identification with the brand and come with even more personality to mark this moment. All this so that what was already good can become delicious.
For this launch, the brand will run the 360 campaign with: visibility and sponsorship action on BBB, media on Open TV, special actions on streets in the city of São Paulo with several out-of-home pieces, squad with influencers, broadcasters and creators, content on the main digital and social platforms and the “Delicia Vira o Jogo para Voc” promotion in retail.
“Delcia wants to establish a deeper emotional connection with its consumers, showing that, in addition to being a high quality and versatile product, it is also an essential partner to transform the moments that matter. The functionality of the product is there, but we believe that the emotional is what really connects”, says Andr Kassu, partner and CCO at CPB.
