The chain transforms its stores into manifestations of names such as Yoki, Doritos, Bauducco and Fanta.
The OXXO supermarket chain, created in 1978 to expand the concept of local markets, exudes creativity when it comes to brand partnerships. From offering a large part of a given brand’s portfolio to transforming the store’s facade into a true artistic manifestation of this union, OXXO surprised the public with its two new collaborations: Yoki and Doritos.
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(Photo: Disclosure/Yoki)
The Nós group chain, which has approximately 500 units spread across 15 cities in the state of São Paulo, wore the flags and straw hats to get into the São João spirit together with Yoki, a brand from the General Mills Group.
Designed by the Mestiça agency, the OXXO Unicamp store, located in the city of Campinas, in the interior of São Paulo, was completely decorated for the Festa Junina (and Julina) period. In addition to the iconic decoration of the festival, the entire collection of the brand’s products that guarantee the preparation of typical São João foods are available in the store.
“Managing to bring together two of our clients is the result of synergistic work by the agency and a lot of exchange with clients. Without a doubt, a collab of respect for our portfolio and of revelry and convenience for consumers, shares the partner and VP of Customer Service at Mestiça, Eduardo Lovro.
OXXO’s Unicamp unit will be themed until July 31st.
“We understand that this concept and partnerships with industries allow us to get closer to our consumers, bringing even more impact, innovation and experimentation to our stores. It is at the point of sale that relationships and connections happen”, explains the Marketing and External Communication leader at Grupo Nós, Camila Assis.
Doritos
(Photo: Disclosure/Doritos)
In addition to Yoki, OXXO has established itself as Doritos’ new partner to promote the arrival of Doritos Dinamita in the Flamin’ Hot and Mexican Pepper versions.
In addition to making PepsiCo’s portfolio of snacks available, the OXXO unit located at Av Júlio de Mesquita, 813, in Campinas, has been emblazoned with the new visual identity since June 24th, when samples were distributed in the store, and will remain that way until August 24th.
“The idea of a flagship store with OXXO is to provide a new and different brand experience in which consumers will be able to better understand the unique characteristics and striking flavors of Doritos Dinamita”, explains the Director of Extruded Marketing at PepsiCo Brazil, Daniel Camillo.
Bauducco, Kit Kat, Lacta, Amstel e Fanta
Despite being new, it is not the first time that the market chain has transformed the facade of a unit to promote a brand.
Last year, OXXO began the practice of transforming stores, known as “Loja Emblemática”, for the first time in Brazil when celebrating Christmas alongside Bauducco. To achieve this, the market network transformed the units in Campinas, on Av Júlio de Mesquita, and Guarulhos, on Av. Papa João XXIII, 170, into giant Chocottones.
Continuing this chocolatey atmosphere, during Easter this year, OXXO presented two emblematic stores in Campinas in partnership with Mondelez Brasil and Nestlé.
Throughout the month of March, the OXXO Idiomas unit, located at Rua Maria Monteiro, 680, was transformed into a large KitKat, even displaying the classic motto “Have a Break”. The Dom Francisco store, at Av. Eng. Carlos Stevenson, 872, immersed itself in the holiday theme and was enveloped as if it were a large Easter Egg with Lacta chocolates. Both units had a series of special promotions.
Moving away from the world of chocolates (before I feel like eating a whole bar), OXXO also presented a partnership this year with the pure malt beer brand Amstel, which belongs to the Heineken Group. The store in the Cidade Jardim neighborhood, located at Av. Cidade Jardim, 655, in the capital of São Paulo, was decorated with several references in honor of King’s Day, the Dutch carnival.
“The flagship store project, which originated in Mexico and has been implemented in Brazil since last year, has been very successful among consumers. We can see this from the high flow of people who visit these stores, whether to take photos or take advantage of promotions that are linked to the decoration theme. OXXO has been investing in collaborations with major brands in the industry at the point of sale to make the consumer experience immersive and sensorial,” said the leader of Marketing and External Communications at Grupo Nós.
To finalize the partnerships, OXXO once again transformed one of the stores mentioned above, the one on Av. Papa João XXIII. This time, the network teamed up with Fanta to build a large video game machine, as a way to promote the limited edition of Fanta Pac-Man. The store was decorated with neon LED signs, giant joysticks and Instagrammable areas, providing a nostalgic and interactive experience for customers and fans of the video game classic.
Check out the images of the themed stores below:
Since the OXXO Flagship Store concept arrived in Brazil, the chain has stood out for its creativity in collaborations with brands from different sectors, offering new products and immersive apparel that connect customers to the brands they consume daily.
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