Delcia, a pioneering brand in the margarine category, present on Brazilian tables for almost 65 years, launches its new positioning in a campaign that seeks to reach consumers in different media and formats, in an unprecedented movement within the category. With the launch of the new campaign A Delcia that life asks for, the brand focuses on emotional connections and special moments, without losing sight of the main functional benefit of the product, showing that Delcia, the first brand of margarine with cream, offers much more creaminess capable of changing the game in any recipe, transforming everyday life and meals into delicious moments.
This year we celebrated 65 years of the brand and its presence on Brazilian tables and we understood that it was time to further expand the emotional connection with our consumers. Delcia has been a pioneer within the category, creating new products such as the first margarine with cream in Brazil, an even creamier, tasty and versatile product for any recipe and occasion of everyday consumption, unlike any other on the market. But let’s go further. We will continue to innovate in products and communication so that we remain in the imagination, in the heart and in the routine of this consumer. The brand dares to bring a new positioning, to change the game of recipes, moments, and why not change the vibe of a day that doesn’t start out so well. the union of the functionality that the consumer has already approved and the emotional benefit that many owners of this brand have”, says Camille Lau, Marketing Director at Delcia.
The campaign 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 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 aspect is what really connects”, says Andr Kassu, Partner and CCO at CPB, the agency responsible for the campaign, who adds: The result that everyone will be able to see is the integration of the innovation trajectory of the brand with its decades-old tradition in a narrative that will resonate in the hearts of consumers, balancing technical and emotional aspects in brand communication.
Delcia’s new brand identity symbolizes change, with a modern, easy-to-read font and lots of personality. From now on, the “wave” of the packaging assumes an essential role in the visual narrative, no longer just a “footer” in the created layouts, but visually showing the creaminess and texture of Delcia. 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.
Check out the campaign below:
The new packaging design, which in addition to being more modern, highlights the product’s attributes on the shelf. The new IML (In Mold Label) technology was implemented across its complete line, an unprecedented change within the margarine category. The new technology has the design applied directly to the pot, which favors the area and quality of the print, increases visibility on shelves and favors the construction of the brand’s visual identity.
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 in more than 4 thousand points of sale throughout Brazil.
And, to kick-start the campaign and get even closer to its consumers, the brand promoted a large Big Brother Brasil.
Being the official margarine of such a diverse program with such an audience helps us build even more brand awareness and reinforce the product’s protagonism in people’s daily lives. Furthermore, the program educates about the most diverse consumption occasions for consuming the product. The Brothers use Delcia every day, on different occasions, from breakfast to snacks and also in various recipes prepared at home. The consumer identifies with the brother, referring to this truth of their daily life, concludes the director.
Ao no BBB
In a test of luck and skill, participants from the most watched house in Brazil, wearing food costumes, slid down the Cremosmetro slide, carrying a “disk of cream with the aim of throwing it at the target on a panel with indicators of points, positioned at the end of the slide and fixed to a representation of a giant pot of Delcia margarine.
The entire scenario was designed to bring the brand’s visual elements that reflect this creaminess, with the waves and textures of the margarine represented on the slide in a playful way. Thus, a screen, which was also part of the test scenario, counted the “creaminess level” of the participants at each play.
The leadership was achieved by Lucas Henrique, who scored the most in the Cremosmetro.
Premiums for consumers
Also part of this great brand movement is the “Delcia Vira o Jogo Pra Voc” promotion, spread across more than 4 thousand retailers in Brazil. Consumers who purchase Delcia products compete for prizes of R$15,000 every week and instant prizes of up to R$500 daily. To become eligible, participants must purchase at least one participating product by May 25th of this year, issuing a tax receipt and registering through one of the means available on the website. official website for promoo.
Technical Sheet
Films from the The Delight That Life Asks for campaign highlight different stories that refer to the evolution of communication focused on product functionality towards a search for an emotional connection with the consumer. from the Cake Ready to Prepare Delcia do Bolo; from Chef’s Food to Home Food. The films were directed by Prdigo.
Material title: The Delight that life asks for. Film Calda
Agncia: CP+B CRISPIN PORTER & BOGUSKY BRASIL
Client: Delcia
Product: Institutional
CCO: Marcos Medeiros and Andr Kassu
Creative Director: Ana Novis
Content Director: Marcela Calura
Creation: Ricardo Barros, Breno Ferreira, Thiago Botini, Hany Souza, Maria Pienta and Barbara Lima
Content: Caroline Kleinubing, Aline Ohkawa and Edvan Santos
Service: Wilson Negrini, Thiago Barboza, Jlia Sariev and Mariana Silva
Projects: Henrique Salvadori, Amanda Tavares and Iara Maia
Media: Tony Arbex, Marcela Ferreira, Bianca Bisconsin, Amanda Moura, Caio Melo, Yara Siqueira, Gianluca Petracco, Artur Mocruha and Sabrina Oliveira.
Strategy & Data: Renata Serafim, Michele Gruc, Luciana Moraes, Ive Deonsio, Nadia Cruz, Mariana Cavalcanti, Natalia Cintra, Felipe Miari, Windsor Bravo and Luca Manchini.
RTVC: Vanessa Nascimento, Maryana Orru, Gisele Cordeiro, Fernando Miranda and Jlia Oliveira.
Graphic Production: Vanessa Nascimento, Santiago Mirras, Marcelo Tomioka, Ricardo Sanches
PR: Laize Lima
FILM PRODUCTION
PRODUCER: Prdigo Filmes
SCENE DIRECTION: Mariana Borga (ABDC)
EXECUTIVE PRODUCTION: Beto Gauss, Francesco Civita, Ana Chrysostomo and Jay Leonel
EXECUTIVE PRODUCTION ASSISTANT: Amlia Agatha and Maby Lamaro
PRODUCTION COORDINATION: Nathalie Gautier, Carol Latorre, Samantha Assis and Ric Denner
CONTROLLING TEAM: Rafael Neder, Fabiana Baptista, Viviane Isabele and Fabio Oliveira
RESEARCH AND DEVELOPMENT: Maggie Landim, Cibele Nogueira, Isabel Azevedo, Tunico Rodrix and Ana Lvia
ASSISTANT DIRECTOR: Iuri Leonardo and Isabella Liporoni
PRODUCTION DIRECTOR: Monica Viesi
PRODUCTION ASSISTANT: Gabriel Eustaquio and Jennifer Sabino
PRODUCTION INTERN: Maria Eduarda
SET ASSISTANT: Adjacir Soares, Alessandro Santos, Gutemberg Dantas, Renan Rosa and Francisco Luciano Ferreira
PHOTOGRAPHY DIRECTION: Fe Oliveira
1 CMERA ASSISTANT: Patricia Gimenez
2 CAMERA ASSISTANT: Camila Morales Maffia
VIDEO ASSIST: Daniela de Oliveira and Igor Giestas
TID: Marcelo Krowczuk
ART DIRECTION: Guilherme Marini
ASSISTANT ART DIRECTOR: Ligia Batschke
OBJECT PRODUCER: Manuela Tossi
OBJECT PRODUCTION ASSISTANT: Lina Monteiro, Flávia El Achkar and Gustavo Gomes dos Santos
COUNTER-RULE: Rodrigo Silva dos Santos
OBJECT SET ASSISTANT: Rodrigo Oliveira Santos, Mario Rodrigues, Abrao Lincoln, Edson de Lima, Luciano Andr de Sousa and Joo Victor Cunha Gomes dos Santos
EFFECTS TECHNICIAN: Cesar Utimura
MOCKUP: Hugo Miguel
CULINARYIST: Paula Rainho
COSTUME PRODUCER: Helosa Cobra
COSTUME ASSISTANT: Beatriz Santos Netto
CHECKLIST: Maria Lcia Cabral
MAKE: Victoria Garaventa
MAKEUP ASSISTANT: Yanke Vasconcelos
MANICURE: Snia of Spider
ELECTRICIAN: Norberto Becares
1 ELECTRICIAN ASSISTANT: Rogrio Matias
2 ELECTRICIAN ASSISTANT: Rosiani Matias, Bruno Canhoto and Andr Soares
ENGINEER: Rodrigo Fidelis
1 ENGINEER’S ASSISTANT: Fabiano Oliveira Dias
2 ENGINEER’S ASSISTANT: Fbio Luis Iamamoto, Gleice Soares, Mozart Marques and Fabrcio Galli
CAST PRODUCTION: Alice Wolfenson and Neto Avena
LOCATION PRODUCER: Edu Lima
POST-PRODUCTION COORDINATION: Priscilla Paduano and Tutu Mesquita
POST-PRODUCTION ASSISTANT: Letcia Harumi
ASSEMBLY: Nathalia Kamura
POST-PRODUCTION AND FINALIZATION: Prdigo Filmes
FINISHER: Phillipe Cunha
COMPOSITION: Thiago Siebra
COLOR CORRECTION: Erick Moraes
ART DIRECTION: Lucas Carvalho
ART ASSISTANT: Gabriel Amorim and Vinicius Gaspar
ISLAND/CENTRAL ASSISTANT: Phillipe Cunha
AUDIO PRODUCTION
SOUND PRODUCER: Mr. Pink
MUSICAL PRODUCTION: Silvio Piesco and Mnica Agena.
EXECUTIVE PRODUCTION: Chica Mauger and Renata Costa
PRODUCTION COORDINATION: Dani Freitas and Ligia Menegon
MIX AND FINISHING: Edilson Martins and Beto Freitas
ANNOUNCER: Lisandra Cortez
PRODUCT PHOTO
STILL PHOTOGRAPHER: Ricardo de Vicq
MODEL PHOTOGRAPHER: Mylena Saza
EXECUTIVE PRODUCTION: 21 Sun production
CLIENT
Client Approval: Camille Lau, Mariana Morais and Mariana Bregola.
Follow Adnews on Instagrame LinkedIn. #WhereTransformationHappens
