Cimed, the third largest pharmaceutical company in Brazil and manufacturer of Carmed, entered into a partnership with Bauducco, an iconic Christmas brand, to launch Carmed Bauducco Chocottone, a limited edition inspired by the characteristic aroma of Bauducco Chocottone. The product, colorless, is now available in pharmacies and perfumeries, offering an alternative for giving gifts and bringing back the Christmas spirit. The campaign highlights the slogan “Bauducco Chocottone became Carmed. That’s the magic of Christmas!”
Bauducco has been present at Brazilian Christmas for decades, consolidating Chocottone as one of the most anticipated items of the season, present in around 10 million homes, according to Kantar WorldPanel 2023. Carmed, one of the main lip moisturizers of the country, has stood out for its successful collaborations, which in 2023 generated revenue of R$400 million, growth of 2000% compared to the previous year and contributed to the 90% increase in the lip balm segment in Brazil.
The approach between the brands arose from a common desire: to provide consumers with a product that reflected the essence of Christmas. “Carmed and Bauducco share values such as quality and the creation of affectionate memories, resulting in a collab that enchants with its originality. After all, Christmas is a time of happiness, family, connection and, above all, magic. The aroma of Bauducco Chocottone immediately takes you to this world of good memories and sensations. The new collab promises to be another success, reinforcing Cimed’s presence in the scenario of innovative and collectible products that add emotional value to the consumer”, says Karla Felmanas, Vice President of Cimed.
With a familiar and innovative appeal, the product is positioned as a special souvenir that transcends the idea of a simple gift – it is a Christmas experience. The novelty also represents another important step in Bauducco’s “contemporanization” trajectory, reinforcing the positioning of Bauducco Chocottone as a symbol of end-of-year celebrations for young audiences. “This launch symbolizes an unprecedented collaboration between two national successes, each with its own relevance and purpose. It was no surprise that we chose Bauducco Chocottone for this partnership, since Chocottone is only from Bauducco. In 2023, for the first time in more than 40 years, Bauducco Chocottone surpassed panettone in sales. This collab with Cimed helps to form the pillar of category rejuvenation with a brand that speaks well to new generations, offering a new experience that goes beyond the product on the table and allowing our consumers to feel the essence of Christmas in a different format . Furthermore, this innovation helps us create surprising experiences that carry emotion and meaning. There are few brands that have this capability. Bauducco is one of them”, says André Britto, CMO at Bauducco.
The product is now available in pharmacies and perfumeries for R$24.90 – production will be limited.
Natal Carmed: exclusive and interactive activations that reinforce the Christmas spirit of the new collab with Bauducco
To celebrate the launch, Carmed will present several interactive actions with the public, both on social media and in physical spaces.
Among the actions is a magic card contest – which will be launched on November 11th on the social networks of Carmed and the company’s VP, Karla Felmanas – where participants will be able to write a Christmas letter to compete for prizes, including iPhones, a Nintendo Switch and a tablet, all accompanied by Carmed Bauducco Chocottone. Activations with influencers will also be part of the communication strategy and will help reinforce the message of Christmas as something magical, familiar, nostalgic and cozy.
The campaign will also bring the magic of Christmas to shopping malls, where there will be a photo booth. There will also be a trade marketing action with the customization of the facade of the São João drugstore in Gramado, in the city’s famous Natal Luz.
