Created by Mutato, the action brought the daughter of the queen of the shorts, Sasha Menegel to connect the younger audience
Mercado Pago launched a campaign to present the Minor de Age account, which features Sasha Meneguel, daughter of the queen of the little ones, Xuxa.
Paraphrasing the 90’s hit, the action created by Mutato carries the message “It’s time, it’s time, it’s time for your little ones to take care of their own money”, in a revamped version of Xou da Xuxa.
“In the 80s and 90s, Xuxa transformed the lives of many Brazilians. Today, these old shorties need to form a new generation and need to speak the same language as these young people in the midst of the transformation we are experiencing. For this, no one is more appropriate than Sasha, as a link to maintain this affective bond between generations, revamping the famous Xou da Xuxa children’s program”, explained Iuri Maia, head of branding at Mercado Pago.
The Mercado Pago action plan, developed in partnership with Mutato, brought elements of the daily lives of young people, such as connectivity, interaction and instantaneity.
“The idea of bringing Sasha in a revamped Xou da Xuxa, fit like a glove: she was the connection of the current with something playful and this mixture turned the choreography of the stage into a TikTok dance, kiss became Pix and the Paquitas team was formed with a lot of diversity”, added Alessandra Muccillo, ECD at Mutato”.
