The net OXXO, from local markets, prepared several actions to celebrate one of the most delicious dates on the calendar, Easter. This year, in addition to reinforcing its chocolate assortment, OXXO will have two emblematic stores, a concept that came from Mexico at the end of last year and has been consolidating itself in the country, in partnership with Mondelez Brazil and Nestle. The actions are part of the innovation pillar at the point of sale, which seeks to bring differentiated actions and experiences at the point of sale to generate connection with consumers.
During the month of March, two OXXO units in Campinas (SP) received a new visual concept for the Easter period.
The OXXO Idiomas store (R. Maria Monteiro, 680 Cambu) was transformed into a large KitKat and features the iconic ‘Have a break’ in LED, accompanied by a chocolate-shaped fence around the unit.
Anyone who visits the store can taste the delicious and filling KitKat Mini Moments (Photo: Divulgao/ OXXO)
The interior of the store will also be decorated with KitKat furniture, conveying the experience of the brand’s ‘break’.
“The partnership with OXXO represents a special opportunity to bring KitKat, one of the public’s favorite products, to the point of sale, especially during Easter. We believe that the date is a special occasion to celebrate and share, and this partnership allows us to further elevate this experience, offering a unique break for the public”, highlights Tatianna Perri, KitKat Marketing Director.
The OXXO Dom Francisco store (Av. Eng. Carlos Stevenson, 872 Loja A – Nova Campinas) arrives to make Easter even tastier, with the store wrapped in Giant Easter Eggs and Lacta chocolates. The store will also have a tunnel at the entrance scented with the smell of chocolate; an exclusive vineyard with eggs; and internal ambiance communicating the global Cocoa Life cocoa sustainability program from Mondelez International, owner of Lacta.
“The proximity market is one of our strategic focuses at Mondelez Brasil. We recognize the growing demand for practical and quick-to-consume foods, especially amid Brazilians’ busy lifestyles. We are a Snacks company, and this is our purpose. With a diverse portfolio, of recognized brands, for different needs. We are committed to the continuous development of our brands, also at points of sale, where they are consumed or purchased. Lacta is committed to offering products of high quality and irresistible flavor, becoming the preferred choice of consumers on all occasions, whether to celebrate special moments or to satisfy everyday desires.” says the senior director of Sales at Mondelez Brasil, Andre Plana.
The project is carried out by OXXO Mexico, the brand’s country of origin. This unprecedented action in Brazilian retail, called Emblematic Stores, began at the end of 2023 here with other industry partners. The objective is to transform the facades of our stores into creative projects and to be a tool for visibility and connection with customers.
In addition to the stores, OXXO prepared its units with an even tastier assortment and many promotions for the date. According to Camila Assis, head of Marketing and External Communications at Grupo Ns, Easter is one of the biggest retail dates in the country and reinforces a moment of celebration that brings seasonal products, such as eggs and chocolates for gifts.
Chocolate is one of our main categories and at Easter, this item gains even more prominence. To offer good options to our consumers, we entered into major partnerships with industries and, compared to last year, we increased by 50% the number of stores that will have exclusive displays with date-related products. In addition to the traditional Easter egg, our focus will be on gift items, comments Camila.
The network’s bet is promotional dynamics, such as 5 Bis Xtra or Kitkats for R$ 10 reais; 2 Bis during Easter week for R$ 10.99; and a box of Nestl specialty chocolates: take 2, each unit costs R$ 9.99. Furthermore, the markets will receive something new in the Food Service line: churros with dulce de leche and hazelnut cream.
We see Easter as a great opportunity for growth. To achieve this, we designed a complete strategy, to reach all audiences and moments of consumption, concludes Camila.
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