Brand also invests in campaign focusing on digital influencers
Toddy turns 90 in Brazil in 2023 and, to celebrate this moment, it brings a new visual identity and a campaign celebrating the anniversary with a focus on digital influencers.
Thinking about cakes for birthday celebrations, the brand decided to join the “cake or not?” trend. The idea of the campaign, created by Bakery, was to develop, in partnership with confectioner Vivi Cake, a cake that imitates Toddy’s packaging and launch the cake or not challenge? – Edio Toddy 90 years old.
Digital influencers Vittor Fernando, Daniela Choma, Laura Seraphim, Alexia Brito and others are part of the squad that is participating in the action, reacting to the confectioner’s content, and challenging their followers to find out if Toddy or cake. The objective is to celebrate the anniversary in an authentic and fun way, a trademark of the brand’s communication.
The objective is to show the public that Toddy is always renewing himself and communicating with his audience in an authentic way. The action of the cakes, in addition to having everything to do with this birthday moment, reinforces that the brand is attentive to current conversations, to social media trends, which is where the majority of Generation Z is, and does so naturally, he says. Thais Nascimento, marketing manager for Toddy in Brazil.
Toddy also received an update to its visual identity and labels. The logo, for example, lost its rounded curves and started to have straighter lines, which aims to add more modernity to connect with the brand’s target audience: teenagers.
It is important that we always keep an eye on opportunities, and listen assertively to what our consumers expect from our product, from the flavor to the way we communicate. This is one of the motivations for us to change, even if in a subtle way, and be aligned with consumer expectations, adds Thais.