Álvaro Garcia, CMO of Mondelez, and Renata Gomide, CMO of Grupo Boticário took the stage on the second day of Rio2C
The second day of Rio2C began with a chat between Renata Gomide, CMO of Grupo Boticário, and Álvaro Garcia, CMO of Mondelez, about the marketing team’s dialogue with the presidency and the relevance of the sector in decision-making.
Throughout the conversation mediated by Luiz Pacete, Technology and Marketing editor at Forbes Brasil, the executives also spoke about the creation of collabs and how they impact image and sales.
As one of the main examples, Garcia highlighted the naming rights agreement between Mondelez and the Cicero Pompeu Stadium, Morumbi — which was renamed MorumBis. According to the executive, the project began with the company’s ambition to double its size, in terms of values, by 2030 and, from there, it outlined a series of strategies to reach the goal.
“We launched the campaign only on digital and, in a matter of hours, it had already spread but the point is that the final result is just the tip of the strategy. Bis is an 85-year-old brand in the market, which provides experiences for customers and we started to draw up plans based on that”, explained the CMO.
Still on the case, the executive also highlighted that the company increased its investments in communication and made an effort to insert the brand into the culture. To this end, Mondelez placed Bis as a sponsor of the 2023 CCXP.
“Even with all this, we felt that something was missing with stature and the challenge was to put the brand on another level of conversation. That’s when the São Paulo Futebol Clube team got in touch with us and we started conversations about the sponsorship that , for us, it is an experience right, not just naming rights”, he pointed out.
In the end, the agreement between the company and the club ended up going beyond the name of the stadium and involves the fan areas, VAR booth and other activations on the screens.
Renata told a little about an O Boticário collab that did not involve a new collaborative product. For the launch of the Floratta My Blue fragrance, the company contacted Netflix for a content collaboration involving the series Bridgerton.
The film, developed in partnership with AlmapBBO, featured several details related to the series. “The product had a proposal to ‘revive’ love and seriously talks about love, so we thought it was all about creating this collaboration with them”, recalled the executive.
She also reinforced that it was the first streaming collaboration with a Brazilian brand and that the sales results were the best possible.
Finally, both spoke about their visions regarding collaborations involving the services area. “I believe that the best way to achieve success in these partnerships is to promote audience research to capture insights. The gaps that customers feel can help us a lot in this process”, explained Renata.