With the “Official Real Chocolate” concept, the communication seeks to reinforce the authenticity of the brand
The Trento chocolate line announces the launch of its first branding campaign. Created by the Mestia agency and carrying the official real chocolate concept”, the action aims to highlight the authenticity and quality of the product, positioning it as one of the few in the market to present a percentage of cocoa above the necessary amount in its composition.
With a main focus on the digital environment, the communication strategy relies on films and support pieces developed especially to reach the young public, and will be widely implemented throughout the year, seeking to strengthen and bring the brand closer to the market. In the main film, a squad of influencers, such as Rakin, Tawany Rocha, Fabrcio Almeida and Paola Vertullo, will be tested in an interview with singer and actress Bia Jordo through proprietary lie detection software operated by the only Brazilian qualified to apply polygraph tests. , Jorge Maria, who has more than 20 years in the field of fraud prevention and detection. In this test, they answer questions while trying the different flavors offered by Trento, enhancing the unique experience provided by the brand and proving the idea that chocolate is the “official real”.
As a first awareness campaign, we worked on Trento’s differentials to further mark the presence of chocolates in people’s daily lives. And a critical means to execution is the value of bringing the truth to the consumer. Therefore, since today consumers are more demanding and look for brands that convey the truth, the test with influencers comes to convey confidence and authenticity to their followers, says Paulo Sanna, partner and CEO/CCO of Mestia.
The campaign will also feature static pieces of photos captured by the photographer Ricardo Rojas, without any digital manipulation, in line with the campaign’s “official real” concept. For this, Mestia used the lomography technique in order to create natural and authentic images. The materials will be broadcast on digital channels, such as social networks, in addition to POS.
