Created by GUT São Paulo, the piece uses different situations to show how chocolates turn moments into good memories
Garoto presented its new positioning, which aims to transform people’s everyday moments into “WOW” experiences and bring the brand closer to generation Z.
The campaign, created by GUT São Paulo, has the message “With Garoto, cool becomes wow!” and uses different situations to show how the brand’s chocolates transform moments that were already fun into incredible sensations and memories through taste.
“For Generation Z, according to internal research we conducted at Nestlé, sweets bring a sense of breaking out of the norm and exploring new and unusual flavors. We want to show this audience that Garoto can be a special part of their lives, whether it’s a get-together with friends, a break from studying or a moment of relaxation at home. Our mission is to be the natural choice when they’re looking for something that goes beyond the ordinary, providing experiences that are truly ‘wow’,” highlighted Mariana Marcussi, Marketing Director for Chocolates at Neslté.
The media strategy has different phases and is focused on amplifying Garoto in the most relevant media in the consumer journey. In addition to television and digital, the advertising also includes OOH, POS actions and digital layette, with pieces that will have the tone of associating the products with situations and values that are important to GenZ, such as exclusivity and authenticity.
