May 31, 2008

Experiential Marketing connecting to Brazilian Millenials

One of the brands in our portfolio that I have learned to admire is Toddy® - a chocolate milk modifier that rocks among the toughest demographic:  teens.  This is a brand that has a very tight positioning, as well as a communication campaign that connects in a special way to the high-school crowd. Last week, gearing up in anticipation of the upcoming winter season, a new concept - the Toddy Van - started showing up in unexpected locations with the famous cow DJ's infiltrating with their well-known irreverent style.  No matter where they go, their appearance is an instant hit.

Inside the van, there are internet stations, a mini store selling cool cow-themed caps, t-shirts and scarfs.  Outside, it's cow party central...  bartenders preparing incredible chocolate shakes. You can choose from a number of options.   Chocolate with a hint of mint, with marshmallow, covered with chocolate bits, chocolate-cappuccino style... or you can suggest whatever comes to mind.  

The Toddy brand is being managed by a team of talented and passionate professionals: Claudia Pires, Marta Oliveira and Victoria Gabrielle, under the leadership of Adriana Ribeiro.  A team that knows exactly what it takes to connect the brand with today's Brazilian millenials using a more engaging experiential approach. This particular activation was produced and is being executed by the Future Group.

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