Claybom, which has been present in Brazilian homes for over 70 years, recently announced a new brand positioning, highlighting its new cream margarine recipe and the arrival of the Nhac Girls: Clay, Yala, Bya, Bo and Moa. This new group of characters brings diversity, inclusion, entrepreneurship and female representation to the packaging, each with unique characteristics, professions and hobbies that strengthen the connection with the brand’s different target audiences. The initials of the characters’ names combined present the name Claybom.
The strategy for building each character’s profile aims to establish a stronger connection with Claybom consumers, representing current and future consumers of the margarine. The Nhac Girls will play an active role in the brand’s communications, sharing tips and participating in engagement actions that strengthen the relationship with the public.
“Claybom’s main goal is to be among people and establish connections, in addition to innovating without losing its traditional place in the market. With this, the Girls will act as the personification of the brand’s stance with their diverse characteristics, their zest for life and their passion for food, always with spontaneity and joy, contributing to Claybom continuing to be a source of inspiration for women”, says Marina Secaf, Claybom’s Executive Marketing Manager.
Full profiles of Nhac Girls are available on the official siteon Claybom’s social networks and on the brand’s packaging that is already on the market. This new approach reflects Claybom’s commitment to innovation and proximity to its consumers, maintaining tradition while modernizing to meet new public demands.
“Every detail of the girls’ personalities was thought out and designed to be close to the reality of many consumers who use Claybom in their recipes and in their daily lives. Last year, we were highlighted by Kantar as the margarine brand that grew the most in consumer recall, which exemplifies how we are building a legacy, which now extends the connection between the product and its consumers through our Nhac Girls!”, adds Marina.
Meet the Nhac Girls!
- Clay | The well-known Menininha Nhac represents the housewife who earns extra income. Born in the Southeast, Clay is a Taurus, loves spring, listening to music and loves to eat;
- By | Libra, a confectioner from the Midwest, Bya loves to cook and create recipes. Despite her profession, her favorite food is risotto;
- Yala | Administrator from the Northeast, Yala likes to read and watch movies. A Cancerian, her favorite food is stroganoff and brigadeiro, and she is interested in sports;
- Moa | Ariana works in social media and is from the North. Her favorite foods are pizza and pasta, and she also likes soccer;
- Bo | A Pisces from the South, Bo loves to draw, skateboard and try new recipes.
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