Mondelz Brasil’s initiative seeks to strengthen the brand’s presence and get closer to the public.
The 9pm soap opera slot Globo TVconsidered the most noble, will have a new sponsor from January 22nd of this year. Lactationbrand belonging Mondelz Brazil, has just closed a sponsorship agreement with Globo to brand its brand before the start of the new soap opera, Renascer.
Lacta saw prime time as an opportunity to get even closer to its target audience, while showcasing its portfolio and encouraging consumers in an indulgent way to taste the brand’s delicacies.
Diving into this work and sponsoring such an important and relevant topic for Lacta, in addition to being a great honor, is also a unique opportunity to generate even more brand recognition and bring us closer to the consumer in classic moments of Brazilian TV, such as the 9pm slot on TV Globo, explains Fabola Menezes, director of Chocolate Marketing at Mondelz Brasil.
For Lacta’s marketing, the sponsorship of Renascer is one of the major initiatives that will be developed throughout 2024, the first time that the brand sponsors a soap opera and there is a robust investment plan behind the support.
We want to talk more and more with our audience and, linked to a television drama classic, we mark a promising year that will open up a range of possibilities with regard to our marketing strategies for 2024, concludes the executive.
It will be possible to check the brand’s exposure at different times and on different media throughout the plan, with vignettes in the soap opera’s headline, commercial insertions of 15 or 30 seconds, in addition to content actions, use of advertising formats exclusive to the Globoplay and on Globo’s main digital portals.
Renascer is set against the backdrop of Ilhus, in Bahia, and will narrate the saga of José Inocncio, a farmer in the city’s cocoa growing area. Upon arriving at the region where he will make his living, he plants a knife at the feet of a jequitib king. This gesture becomes the symbol of his courage and dream of becoming eternal. In the plot, cocoa is one of the protagonists, as well as in the production of delicious Lacta products, and the choice of sponsorship was mainly because of this.
It is worth remembering that Lacta is already a partner of Globo in other projects, an example of which is the series Cocoa Life: The Future Is in Each Piece, which explores the brand’s commitment to Cocoa Life, a global cocoa sustainability program that emphasizes the importance of a chain more sustainable and responsible. The series is available on Globoplay, even for non-subscribers, through link.
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