Signed by Soko, the campaign aims to increase the public’s knowledge about the use of the product in the kitchen
Maizena is 150 years old and, to celebrate the milestone, it has teamed up with Preta Gil for the campaign “Maizena 150 years — Much more than just a cupcake”.
The communication, conceived and produced by Soko — now Droga5 São Paulo —, aims to increase consumers’ knowledge about the use of the product in the kitchen.
“Maizena is an extremely consolidated brand, in addition to being synonymous with the category. Every Brazilian has a memory of our little yellow box, so being able to celebrate the brand’s 150th anniversary with a grand campaign that shows the full potential of our product in multiple recipes and tells it in a light and fun way is super special,” said Carolina Riotto, CMO Nutrition Brazil at Unilever.
To materialize the campaign concept, the brand was also present at the singer’s 50th birthday party, which took place in Rio de Janeiro, and will have an influencer squad that will be responsible for amplifying the message and talking to younger generations.
In addition, communication will also include a media plan, including TV presence and merchandising.
“‘Much more than just a cupcake’ is a tagline that makes all the brand messages tangible with the moment, in addition to speaking directly to the Brazilian public. Who has never said that the birthday party would be just a cupcake? But before they knew it, they had already hired a DJ. Maizena is all of this as a product, and is part of the Brazilian memory, which is why this genuine connection with something that is part of our culture was so important for the campaign’s insight”, added Ana Cavalcanti, ECD of Soko.