The action aimed to impact the product’s target audience and expand its reach with an action that created a relaxed moment
Pamonha, papaya, papaya. Pamonha from Piracicaba. the pure cream of green corn…. This was the jingle that gave the starting point for FreeC’s new marketing action.
For the campaign, the brand made a parody of the 70’s jingle, using good humor, nostalgia and creativity. Instead of pamonhas, the jingle became “FreeC, FreeC, FreeC. The new version echoed over the speakers of a car that drove through the streets of São Paulo, Guarulhos, Osasco and ABC Paulista between December 2022 and January 2023.
FreeC is a brand built on a pillar of good humor that communicates with everyone, without distinction. From that, the idea of making a parody with the traditional pamonha car was born naturally. Sound vehicles are super popular and, today, have a pleasant nostalgic tone that has become a theme of healthy humor in the general imagination, said Adilson Batista, CMO of FreeBrands.
The brand’s goal was to impact the product’s target audience and expand its reach with an action that created a relaxed moment so that it could be recorded and even shared on social networks.
The reception was very good, as we expected. The pleasant memory of the traditional pamonha carts helped deliver an action in a light way. We achieved our goal of expanding brand awareness in a curious, unexpected, creative and even emotional way, adds the executive.
The company also plans a series of specific actions for 2023 with the intention of building the vision that FreeC is a cheerful, good-natured, non-invasive and current brand, in tune with the culture and current events.
