Created by Purpple, the play has the motto “with Bacio in hand, it will always be summer” and features several actions in Rio de Janeiro
Bacio di Latte launched its first institutional campaign inspired by the Italian summer, titled Bacio di Vero.
The communication has the motto “with Bacio in hand, it will always be summer” and signed by Purple. The pieces convey the message of a sunny and happy day, in the company of a Potty, whether in the park, in the pool or on the beach, and aim to invade the sands.
Here are the small ones from the brand, which contain 11 flavours, including Pistachio, Belgian Chocolate, Bacio di Latte, Doce de Leite, Gianduia, Strawberry, Sicilian Lemon, Coconut, Wild Cherry, Chocolate Coconut and Maracuj Creme .
“We are very excited to see our first campaign on the street, invading strategic territories for the brand and inviting people to join in the vibe of summer and Bacio. Summer is the most fun and favorable time of year for our products, in addition to a state of mind in which we can dive deep”, said Fbio Medeiros, marketing director at Bacio di Latte.
The initiative includes an activation that includes the brand’s chairs and umbrellas on the Rio coast, in addition to pieces in OOH from Ipanema to Barra da Tijuca. As part of the action, a plane will fly over the coast, with campaign assets, for three weekends, starting January 12th.
Still on the beaches of Rio de Janeiro, the brand signed a partnership with the well-being platform MUDE, which organizes free physical exercise in various parts of the city, and Bacio di Latte will sponsor three weeks of classes on the sands of Ipanema , Leblon and Arpoador, from January 14th.
In addition, the brand also entered into a partnership with Azul and will distribute 10,000 popsicles on flights between the São Paulo – Rio de Janeiro air bridge. At the airports of Congonhas, in So Paulo, and Santos Dumont, in Rio de Janeiro, passengers will be welcomed with 3-sided LED tunnels to be embraced by Bacio’s ‘Summer vibe’ from January to February.
The campaign’s OOHs will also invade Campinas and the initiative also includes a jingle, which will be broadcast on Radio Kiss FM, in São Paulo.
“After all, it is always a pleasure, and also a challenge, to create a campaign for a Love Brand. Imagine creating the first for a brand already so loved by Brazilians? To achieve this, we were inspired by the iconic Italian summer to create a proprietary Design System, with a modular concept, showing that Bacio di Latte has everything to do with the hottest season of the year”, added Rodrigo Niemeyer, head of creation at Purple.