The piece, signed by Mestia, appropriates the pillar of musicality and street culture
Oxxo announced the launch of its new campaign, “Oxxo to call yours”, which aims to reinforce the brand’s proximity to customers.
The piece, written by Mestia, highlights female protagonism and features a rap battle between Levinskx and Vickvi, in addition to appropriating the pillar of musicality and street culture through rhythm.
“The campaign once again explores our pop side. Oxxo is a brand that naturally becomes a conversation among people. We must always respect this characteristic, as this ended up becoming a differentiator and even an asset of the brand”, added Paulo Sanna, CEO/ CCO of Mestia.
With a media strategy focused on digital, the video marks Oxxo’s entry into TikTok and invites customers to present their compositions on the platform.
“The campaign’s proposal is to reinforce the connection and closeness we have with our customers. The film uses music and a very relaxed language, already characteristic of the brand’s tone of voice. After all, if our audience interacts with us with humor, we assume It’s a light, humorous language that connects with our audience”, stated Camila Assis, Head of Marketing and External Communications at Grupo Ns.
