Created by MktMix, the piece plays with the “wave” of excessive marketing on social media
FYS announced the launch of its first campaign of 2024 and is using good humor to provoke “overmarketing”, the motivational megalomania that takes over the world, especially when it comes to training and professional self-promotion.
Developed by MktMix, the piece invites consumers to reflect on excessive marketing disguised as hyperboles and titles, usually in English, that are routinely used in the job market.
Starring Viviane Miranda, the communications mission is to create and co-construct a series of humorous content, developed especially for LinkedIn and amplified across its networks on TikTok and Instagram.
We are currently witnessing a demarketization movement in the advertising market and we have developed in a creative and humorous way one of the pillars of FYS, which has communicated with Menos Marketing since its first campaign, at the beginning of 2023. We continue to invest in the claim and the more than 1000 Shares in the first 24 hours of publication show that we are on a solid, happy and interesting path for consumers, who recognize and engage with FYS’ personality and content, said Bruno Piccirello, marketing director for Heineken Group’s non-alcoholic brands.
