Bis Limão returns after years away from the shelves. The product is now available for pre-sale on this Americanas website and app and in the retailer’s more than 1,600 physical stores. The sale will be exclusive to the retailer for 1 month and then the product will be distributed nationwide.
The flavor, which is back in a limited edition, is the same as the original. To promote the new product, Americanas Advertising, Americanas’ omnichannel retail media hub, created the campaign “#PéDeBisLimão is at Americanas”. In a playful way, the narrative plays on the fact that the product is highly requested by the public on social media. The partnership reinforces Americanas’ relevance as an important sales channel for the industry in Brazilian retail.
The Bis Limão relaunch will be live on September 13, directly from the BIS VIP area at the MorumBis Stadium in São Paulo. The campaign also features technology resources: in the Fake Out of Home vein, the Americanas and Lacta brands are bringing to their social channels a video that simulates a tree – “Pé de Bis” – growing inside the Americanas store located in Ipanema, Rio de Janeiro.
The campaign also includes Digital Out of Home media in shopping malls and movie theaters, as well as an activation on the Rio de Janeiro subway, with six cars wrapped to surprise passengers. “Americanas has had a decades-long partnership with Lacta. It is an honor to receive the limited edition of Bis Limão first-hand. For 95 years, Americanas has been part of Brazilians’ lives. The habit of stopping by a store to fill your basket with sweets and treats is almost a tradition for our customers. And with so many requests for the return of this icon, it is guaranteed to be a success,” says Fernando Agosto, commercial head of Americanas.
“We are very happy to announce this relaunch with early sales at Americanas stores, which already has a long-standing partnership with our brands. We have no doubt that they will make a difference in making this initiative a success,” said Alvaro Garcia, Vice President of Marketing at Mondelēz Brazil.
The BIS LIMÃO 100.8g product can be found on the Americanas website, app and in physical stores throughout Brazil for R$6.99.
