The brand launch also includes a campaign on social media and a partnership with Obvious
Amarula is presenting its new flavor to the Brazilian market, Amarula Chocolate. For the launch, the brand invested in an immersive experience at Shopping Eldorado, with a stand open to the public until October 31st.
On site, consumers will be able to take advantage of Instagrammable funds and enjoy a free tasting of the drink, upon registration proving they are over 18 years old. In addition, the public will also be able to take a quiz that will reveal their “chocolover” profile.
Visitors to the stand will also receive an Amarula gift, defined by a classic ball machine, which can be a shot glass, drink glass, Jars Mugs and Amarula figurines.
In its digital strategy, the brand is betting on a campaign focused on the product and the audience made up of women aged 35 or over and with the intention of attracting consumers over 21 years of age from generation Z, with a narrative that highlights the different types of “chocolovers”.
Unlike the latest launches, Amarula Chocolate brings a very popular flavor that is presented very clearly. Considering this, we see the possibility of keeping the flavor as the protagonist of the campaign and still creating narratives based on its universe, which led us to the Amarula Chocolate concept. The pleasure is all yours. We embrace this term as an umbrella for our campaign and develop all initiatives based on the narratives it allows us to create, explained Brbara Ramos, Brand Manager at Amarula.
The digital campaign will be broadcast on the brand’s official channels, including Instagram, Facebook and YouTube. In addition, the brand will also communicate the launch on Pinterest and X (formerly known as Twitter), with the aim of promoting organic interactions with generation Z, highlighting the revitalization of the brand. The launch will also feature ads on Twitch and Ads on Amazon.
Reinforcing the concept of pleasure, Amarula entered into a partnership with Obvious and will sponsor an episode of the podcast “Bom Dia, Obvious”, which will be available from November 6th on the main streaming channels.
In the conversation, topics such as female pleasure and guilt-free pleasure will be explored. In addition, publications on social media are planned to promote this collaboration. The strategy aims to strengthen the perception of Amarula as an authentic brand, in tune with its target audience.