It’s been two long years without music festivals, but this abstinence is scheduled to end this weekend, when one of the main events of the year takes place in São Paulo. And speaking of “a-BIS-tinence”, UNTIL will continue its latest campaign, which makes a fun pun on the term, guaranteeing the ride to one of the busiest meeting points in the city: Pinheiros station. There, the brand is still responsible for taking the lack of control already known to everyone, in the BIS Xtra version, in a sampling action.
In all, there will be eight wagons from the Esmeralda line, from CPTM, completely enveloped with the brand’s visual identity, declaring “the end of the festival’s a-BIS-tinence”. But that’s not all, even before entering the wagons, the public will be surprised by promoters who will distribute BIS Xtra, a 45g version of the crispy wafer with chocolate-flavored coating, accompanied by an exclusive bandana personalized by the artist Rômulo Deu Cria, between 10 am and 4pm on March 25th, 26th and 27th.
According to Renata Vieira, marketing director for chocolates at Mondelez Brasil, owner of BIS:
“We already know the effects that the absence of BIS can cause. The lack of a music festival to enjoy is not cool either. So it made perfect sense to bring the two together and ensure that the return of that experience is filled with irresistibility and out of control. Our strategy is to create real conversations with our consumers, ensuring our presence wherever they go.”
The action was developed by Momentum Brasil, the Total Brand Experience agency of Mondelēz Brasil, chosen for this project.
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