The Union decided to bet on the traditional Christmas joke, “pav or pcum?”, to present a dessert option for the date. The sweet was created by Cozinha Experimental da Unio in partnership with influencer and pastry chef Ju Ferraz.
The action, created by Lew’Lara\TBWA, features digital amplification in partnership with influencers, content on social media and revenue on the brand’s website.
“There is no clearer sign that Christmas has arrived than the traditional and well-worn joke of ‘pav or pcum?’. And with the festive season approaching, the search for what the delight of the supper will be. It was then that União not only joined the conversation, but also decided to create ‘Pacum’, a dessert that will revolutionize supper and transform this family celebration into sweet memories”, said Bruna Ribas, marketing manager for Adoados at Camil Alimentos.
For this creation, the brand asked for suggestions on social media about which ingredient should not be missing in a Christmas dessert, and was inspired by the responses to create a recipe that is very different from the traditional pav.
“Pacum has been part of many families’ Christmases for years, but always as a joke. This year, the Union decided to give new meaning to typical Christmas sweets and transformed Pacum into a real dessert. Super original, the recipe is very different from the traditional one. pav is very delicious!”, adds Marilu Rodrigues, Creative Director at Lew’Lara\TBWA.
The brand’s expectation is not only that “Pacum” will enter conversations around Christmas dinner dessert and content for social media, but also that it will become part of the tradition of Brazilian families and become part of the menu.