With more than a century of history, Vigor announces this week its brand repositioning, revealing a new visual identity that reflects its essence. Under the motto “Every Day Has Its Flavor”, the brand celebrates a tastier everyday life, highlighting flavor as the heart of its business and its constant presence in people’s lives. This new concept accompanies the launch of the annual campaign, which brings back the beloved ‘Most Tasty Jingle Ever’, straight to the hearts of lovers and winning over the ears of new consumers.
Over the years, the brand has built a vast and diverse portfolio that includes yogurts, cream cheeses, whipped creams and cheeses. With this move, Vigor wants to reaffirm its commitment to quality and innovation, adapting to new market demands and consumer desires.
“The repositioning of our brand represents a significant step in our history of over a century. We are excited to present a renewed visual identity, which not only highlights our tradition of quality, but also reflects our commitment to bringing more flavor to people’s lives. There is no Brazilian who goes a day without coming across one of our products, whether for breakfast, an afternoon snack or happy hour. We want to provide moments of pleasure and well-being every day, and this is reflected in every detail we put into this construction,” says Karina Dal Sasso, Marketing Director at Vigor.
New visual identity
A fundamental part of this transformation is the renewal of the concept and visual identity. Developed in partnership with the agency Anacouto, the proposal maintains the brand’s traditional blue, with an adjustment in tone, and adds a fresh color palette to support the graphic pieces. The new elements bring a more relaxed aesthetic, with an emphasis on shapes that refer to the creaminess and appetite of Vigor products.
The logo was also adjusted, with a harmonized typography at the ends, which also reinforce the “creaminess” and technical refinements to provide greater visual balance.
“Vigor’s new visual and verbal universes are a reaffirmation of the brand’s commitment to quality and innovation. We have maintained classic elements that reflect the tradition and trust built over more than a century, while introducing new components that represent modernity, providing a visual experience that clearly communicates the brand’s values and essence,” says Ana Couto, CEO of the anacouto agency.
Although the current phase brings innovations, the brand has chosen to maintain the traditional blue, referring to its pioneering spirit that has made it a trusted name in the food market. This combines centuries-old expertise with an eye on the future, promising to further strengthen the brand’s presence in the daily lives of Brazilians.
“Flavor is our most valuable product idea. That’s why we invest in innovation, thinking about making people’s daily lives more delicious with our products. Our new visual identity and essence are an invitation to consumers to experience this journey with us,” says Karina.
New campaign and iconic jingle
To celebrate this new phase and accompany the launch of the visual identity, the company is launching a campaign that highlights how its products are present in the daily lives of Brazilians. Created by DM9the campaign shows special moments such as happy hour, breakfast and afternoon snack, illustrating how the brand accompanies consumers during the most enjoyable times of the day, through its broad portfolio of products.
A special highlight is the return of the iconic ‘Most Tasty Jingle Ever’, which has marked generations and is now back in a new version that reinforces the message with cheeses, cream cheeses and Greek yogurt. The melody is once again playing in Brazilian homes, awakening fond memories and further connecting the brand to its audience.
To create a more immersive and continuous experience with consumers and reinforce the brand’s presence, the campaign will feature a series of films showing the beloved jingle and products in people’s daily lives in order to awaken the desire for Vigor products. Completing the brand’s 360º strategy, there will also be activations on radios, street clocks, screens in buildings and in the subway.
“We are thrilled to bring back a jingle that is so beloved by so many people. It represents not only our history, but also the emotional connection we have had with our consumers over the years. We are excited for everyone to experience this new phase of our brand, which combines tradition and innovation in a unique way. Even better is being able to bring it along with this new moment we are experiencing with the brand repositioning and our new campaign”, concludes Vigor’s Marketing Director.
Check out the two films produced for the campaign so far:
Hostess
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Datasheet
Agency: DM9
Campaign: Yummy Tasty
Advertiser: Vigor
VALIDITY / CLIENT APPROVAL:
Karina Dal Sasso, Gustavo Couceiro, Amanda Faccioli, Carolina Joao, Gabrielle Rodrigues, Tatiane Leiser
DM9
CEO: Pipo Calazans
CCO: Icarus Doria
COO: Thomas Tagliaferro
VP of Creation: Laura Esteves
Executive Creative Director: Nina Lucato
Creative Directors: Marcos Abrúcio, Pedro Paoliello, Leonardo Castro, Felipe Revite and Filipe Rosado
Written by: Marcos Abrúcio and Gustavo Moraes
Art Direction: Arthur Mourão, Thomaz Maksud and Luis Gustavo da Silva Costa
Media: Elisa Lustosa, Mariana Navarro, Rafaela Fernandes, Anderson Amorim
Business Director: Daniela Glicenstajn
Account Director: Mariana Sodré, Barbara Oliveira
Account Executive: Fernanda Ramos, Bruna Ferreira
Project Manager: Flavio Abrahao, Eliza Abdalla and Caroline Borges
Planning: Marcela Farran, Alexandre Savio, Filipe Andrade, Victoria Cava
Content: Gabriela Campagnucci, Julia Marciano, Fernanda Noveline
Creative Production: Anna Ferraz, Sthefany Nascimento and Thiago Campos
IMAGE PRODUCER
Producer: Vetor Zero
Directed by: Carol Delgado
Cinematography: Daniel Belinky
Executive Director: Alberto Lopes
Executive Production: Francisco Puech
Project Director: Márcia Guimarães
Executive Production Coordination: Lucas Romero
Executive Production Assistants: Daniela Antunes, Carolina Gorga
Project Manager: Rubia Elias, Giovanna Lucena
Art Direction: Manoela Clemente
Culinary expert: Julia Bissiato
Assistant Director: Gustavo Gusmão, Simon Gregory
2nd Assistant Director: Luísa Monteiro
Production Director: Edu Ramos
Object Production: Patricia di Giorgio
Cast Production: Tuca Couto
Location Production: Fabiano Ramos
Figurine: Vinnie Pinzzingrilli
Makeup: Otavio Gonçalves and Nicole Feitosa
Editing: Carol Delgado, Daniel Fiori
Motion: Luiz Albére
Composition: Carlos Campos
Cor: Acauan Pastore
Finishing: Thatiana Climateck
Post-production Coordination: Tatiana Caparelli
Team Coordination: Rosangela Gomes, Ana Mendes, Nathaly Lopes
Post-production Assistants: Fabio Augusto, Isabela Balbo, Marcos Tavares
Strategy and Content: Mat Rodrigues
PHOTOGRAPHER SETUP
Photographer: Livia Wu
Art Director: Ana Requião
Foodstyling: Gabi Ramos
Producer: Marcela Tissot
Hand models: Mariane Cestari and Adalia Pereira
SOUND PRODUCER
Producer: Lua Nova Special Sound Productions
Musical direction: Thomas Roth
Music Production: Fred Benuce and Thomas Roth
Coordinator: Adriana Coimbra
Finishing: Gabriel Schubsky, Julio Brasileiro and Fred Benuce
Executive Producer: Thomas Roth
*Cover photo: Disclosure/Vigor
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