In an effort to encourage families to explore the outdoors and promote family interaction, Fruittella has launched the book “Outside is Cooler.” The publication, aimed at children, encourages outdoor fun in a playful and innovative way.
The book, produced in a limited edition, uses a technology that makes its pages appear blank when used indoors. Only when exposed to sunlight is the content revealed, encouraging reading in open spaces. To promote the new product, Fruittella will hold an activation at Ibirapuera Park on August 31 and September 1, with several activities aimed at children.
Developed by VML Brasil and amplified by BR Media with the support of influencers, the project aims to reinforce the brand’s positioning in transforming a routine “no” into an exciting “yes”. Content creator and mother, Taciele Alcolea, who has been discussing motherhood and childhood issues since 2010, is the campaign’s ambassador.
The campaign reinforces the importance of strengthening bonds through delightful games played with the whole family and invites the creation of memories that will provide happy memories. “Family moments, especially outside the home, are becoming increasingly rare. Fruittella believes that saying yes is liberating and empowers not only parents, but also children. The book ‘Outside is Cooler’ is an innovative opportunity for Fruittella to reinforce and materialize the Power of Yes in a proprietary and powerful way”, highlights Angelina Perrin, marketing director of Perfetti Van Melle Brazil.
“Getting these children to leave their cell phone, TV or tablet screens aside to play outside is only possible if you have something very interactive. In this case, sunlight is our ally,” adds Victor Castelo, creative director, and Gabriel Cartletti, associate creative director at VML.
The campaign will also feature big names in the influencer market, references in the maternity niche, such as Michele Passa, Babi Sabbag, Mãe Musical, Família Pessoa Tardivo and many more. The squad will reinforce and amplify the messages about the importance of playing outside the home for children’s development, revealing the novelty of the book. BR Media was responsible for mapping, hiring and managing the content developed by Taci and the supporting cast.
“Promoting the connection between the real and virtual worlds is a gift that a good content creator needs to have. The Fruittella campaign is based on this. We will bring the context of ‘It’s cooler outside’ not only to generate awareness, but to bring it to the surface, bringing families to this activation. Our goal is to create a real, and even emotional, connection between the public and the brand, through the creators,” says Thiago Bispo, Business Director at BR Media.
It’s time to play in the sun
The launch event at Ibirapuera Park will bring together an exclusive and fun outdoor experience for the whole family. There will be reading circles, putting Fruittella’s purpose with the book into practice, in addition to the chance to win prizes through a raffle at the end of each session.
Service:
Exclusive Fruittella activation
Weekend of activities for children and parents with lots of outdoor games.
Date: August 31st and September 1st, 2024.
Hours: 8am to 4pm.
Location: Ibirapuera Park – Gates 5 and 6.
Free
