The OXXO neighborhood market chain and Fini have teamed up to launch a “flagship store” in Campinas.
The unit, located at PUC Campinas, will be personalized with Fini’s visual identity, replacing OXXO’s traditional phrase “If you say ‘ó-quis-sô’ and it’s always close” with “Happiness on every corner”.
Furthermore, Fini’s slogan was also adapted to “Entered, smiled!”, reinforcing the proposal to provide a happy and engaging shopping experience.
The store will have a special facade and decoration, in line with Fini’s visual communication, including different lighting at night. This partnership is a way of connecting brands with young audiences, especially Millennials and Generation Z, who frequent the area close to the university.
Camila Assis, head of Marketing at Grupo Nós, explains that “the flagship stores have become a great success, building and strengthening innovations at the point of sale”. Camila Couto, executive director of Shopper Mkt Global at The Fini Company, highlights that the project goes beyond simply displaying products: “It’s about creating an immersive experience that dialogues with young audiences, who seek authenticity”.
The partnership is part of OXXO’s larger strategy to theme its stores based on seasonal dates and brand partnerships, which, according to the companies, has already resulted in increased sales and customer flow in stores.
