Docile, one of the largest candy and confectionery companies in Brazil, embarks on a challenging journey and launches the biggest institutional campaign in its history – the Sweet Kindnesses. With an investment of R$ 10 million, the brand once again innovates and invites skater and Olympic medalist Rayssa Leal to be the star of the campaign, which will be broadcast from today throughout the country.
For 30 years, Docile has been bringing sweetness to Brazilian homes because it believes that the best thing about life is in the small gestures of kindness – a simple smile, a simple word that becomes a great inspiration, or even a marshmallow that sweetens the journey of those who travel. be by your side.
For Docile’s head of marketing, Alexandre Moreno, 2022 promises to be a historic year for Docile. The executive understands that the brand connected a great idea with the brand’s purpose, to be sweet to create a sweeter world. According to him:
“We are boldly betting on this campaign that reflects our DNA for Brazil. The time has come to show the full potential of our brand to consumers. Therefore, we will count on a partner that transmits this sweet aroma. This campaign will help strengthen the brand and gain market distribution”, says the executive.
In a fun, sweet and adventurous tone, the movie introduces the novelty to the consumer. In the first take, the skater appears sitting on the track, until her friend Ryla Stepka arrives and shares Docile’s marshmallow as a form of kindness. From there, everything gets more fun and tasty!
Created by Ampfy, the campaign has a 360º strategy of great impact digitalwith TikTok, Instagram, Facebook and YouTube, in addition to OOH and actions in VAT that will run throughout the year. Doces Gentilezas will also be present at the Brazilians’ house with two merchans on TV e programmatic media.
The brand even invited some influencers to participate in this challenge of spreading a wave of sweetness across Brazil with some missions that they will receive via presskit. In addition, the company will also carry out a social action scheduled for this year.
With a strong work on brand building, Doces Gentilezas comes to encourage other people to do kindness. Alexander concluded:
“We find sweetness in small gestures in our daily lives, and this is a unique and special asset of Docile. It’s our essence. To help us in this mission, no one better than Rayssa Leal – an athlete known not only for her skill, but for her acts of kindness.”
Fred Siqueira, Co-founder, CCO of Ampfy, comments:
“It is very special to see our first campaign for Docile taking to the streets. Our goal is to bring the consumer closer to the brand. Therefore, we seek to tell a playful story that shows a sweeter world, fully connected with the essence of the brand.”
Social donation and sport incentive
Continuing with the aim of promoting kindness, Docile will make this year a skateboard donation in Imperatriz (MA), the athlete’s hometown. The objective is to fulfill the dreams of many young people and make the world of sport more accessible.
new product line
In addition to the video campaign for digital channels, Rayssa Leal prints and signs a new line of products inspired by the world of skateboarding. Available at the main points of sale throughout Brazil or at e-commerce from Docile, the consumer can now taste the new jellies, pastilles, maxmallows, straws and ribbons developed in new formats and flavors.
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