Seeking to rejuvenate your communication, Boy turns its attention to Generation Z, bringing a new positioning that promises to transform everyday moments into a “WOW” experience. With the message ‘With Garoto, everything cool becomes wow!’, the idea is to convey that situations like enjoying that endless stroll or a quiet night with a movie and on the couch, are even better when accompanied by Garoto chocolates. Presenting a robust strategy, the brand seeks to connect even more with the young audience, inspiring them to make their days even more fun with the presence of its products.
The expression “wow,” which captures the essence of Gen Z’s approval of something they consider cool, is the highlight of Garoto’s new communication. In the main film, three friends are in the living room and, depending on the chocolate they eat, the scenery around them changes and they find themselves in a new environment and a new Wow experience. The video created by GUT São Paulo uses different situations to show how Garoto 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 ordinary 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, Garoto is there to add a ‘wow’ touch. 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’,” highlights Mariana Marcussi, Chocolate Marketing Director 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 communication strategy includes OOH, POS actions, and communication also included activations focused on the São João period in traditional locations for the period, such as Caruaru (PE), Campina Grande (PB) and São Luís (MA).
“GUT worked to capture the essence of what makes Generation Z unique and how Garoto can become an integral part of these special moments,” says Charles Faria, Creative Director at GUT São Paulo.
The communication also includes a wide range of digital items, with pieces that will always have the tone of associating the products with situations and values that are important to GenZ, such as exclusivity and authenticity. In addition, the communication materials also use product characteristics, such as the traditional lipstick that fits in your pocket, for example.
“The use of the absurd and the unexpected in the campaign is the key to connecting authentically and fun with this audience”, concludes Gabi Marcatto, Creative Director at GUT São Paulo.
Datasheet
Agency: GUT Sao Paulo
Advertiser: Nestlé Brazil
Product: Boy
Titles: The cool thing is WOW
Duration: 30”
Territory: Brazil
CCO: Bruno Brux
ECD: Tiago Abreu and Pedro Araujo
Creative Directors: Gabi Marcatto, Charles Faria e Diego Ferrite
Associate Creative Directors: Mellina Fontoura, Paula Keller Perego and Natália Mamede
Creatives: Luana Grybosi, Phillipe Santos, Ana Carolina Nunes, Clécius Gonzaga
CEO: Valeria Barone
Head of Account: Alessandra Visintainer
Group Account Director: Dolores De Pauli
Account Managers: Andrio Foppa and Carol Souza
Account Supervisor: Giovanni Napoli, Flavia Paladini
Head of Strategy: Gisele Bambace
Strategy Director: Mercedes Barusso
Strategy Manager: Douglas Ribeiro e Gabriela Miranda
Strategy Supervisor: Mariana Sena
Head of Creative Content: Nathalia Capistrano
Content Director: Adriana Boghosian e Taynan Almeida
Content Manager: Bruce Vital
PR Director: Barbara Lima
PR Team: Renato Rogenski (CDN), Jessica Oliveira (CDN) and Giovanna Pereira (CDN)
Head of Media & Data: Douglas Silveira
Media Director: Tatiana Murakami
Media Manager: Paola Bastos and Guilherme Pereira
Media Supervisor: Jayane Lopes and Mayra Sales
Media Coordinator: Bianca Pirane
Operations Director: Claudia Nakahara
Project Manager: Anna Strohm
Head of Production: Monica Siqueira
Director of Production: Aline Fernandes
Producer: Thiago Alonso
Production Secretary: Lia Satiro
Image Production Company: Immigrant Studio
Directed by: Pedro Alvarenga
Executive Production: Guilherme Passos, Rodrigo Saavedra and Paula Lerrer
Production coordination: Murillo Baskerville
Production Coordination Assistant: Sarah Alves and Luana Moreira
Assistant Director: Bruno Galvao
2nd Assistant Director: Marcelo Selingardi
Cinematography: Nicholas Bluff
Art Director: Mari Godone
Production Director: Lu Oppido
Casting Producer: Sarah Alves
Cast: Laisa Fernandes, Gustavo Paixão, João Pedro (JP), Glauco Marganelli, Sarina Gomes, Vitoria Kuroiva and Felipe Voitena
Figurinista: You Waddington
Makeup artist: Mima
Post Production Coordination: Rafael Malavasi
Finisher: Raphael Bonato
Editing: Danilo Abrahan and Wellington Martinelle
Assembly and Finalization Assistance: Filipe Rizzo, Renan Prado, Ivan Gomes, Matheus Pizani and Gabriel Pinda
VFX: Cappadocia
Color: Cora Post
Colorist: Braion Marçal
Post Cora supervision: Lucas Bergamini
Post Cora Coordination: Ali Ruas and Milena Aory
Cora’s post assistant: Theo Perpétuo
Cora Service: Milena Aory and Daniele Maxim
Sound Production Company: LOUD +
Musical direction: Gustavo Garbato
Service: Lu Fernandes, Priscila Miranda, Karin Borba and Juliana Pontes
Production: Felipe Kim, Yuri Chix, Henrique Guimarães, Hugo Mariutti, Rafael Kabelo and Rodrigo Scarcello
Finishing: Pedro Cortez, Ricardo Bertran, Luca Fasano and Pedro Turcao
Executive production: Maia Feres
Coordination: Rafael Silvestrini, Douglas Freitas and Izabel Sanches
Voiceover: Felipe Mudd
CUSTOMER APPROVAL:
BEO Confectionery Brazil: Patrício Torres
Marketing Director: Mariana Marcussi
Communications Manager: Rafael Berenguer
Marketing Managers Garoto: Thais Papa
Marketing Manager Candy Bars: Camila Hadaya
Marketing Specialist: João Pedro Lemos
Marketing Analyst: Victor Araujo
Media Analyst: Viviane Neves
Follow Adnews on Instagram e LinkedIn.
#ADDSomethingNew #ADNewsOficial #ADGroupBR
