October 1, 2008

The "Muuuu!" Cultural Movement

One the brands we have in our portfolio is Toddy® - Brazil's iconic chocolate milk powder. For the past four years, the brand has been tremendously successful with a campaign that uses irreverent cows which are loved by local millenials. Consumer response has surpassed our wildest expectations. The language used in the communication has sparked a strong connection with our demographic. Our marketing team, led by Claudia Pires, Marta Oliveira and Victoria Gabrielli have done an amazing job of taking the TV campaign and activating the cows in-store and in places where teens get together. The cows have shown up along the coast during summer and in electronic music festivals. What I love about this brand is that it has has been around for over 70 years and yet its communication strategy has made it so contemporary.

The new campaign, which we just launched online and on TV takes an evolutionary approach. Now the cows have a cause. They go around 'muuuuuuing' situations that are not authentic, not truthful or people who are not being cool. The brand has always been perceived as having a strong association with authenticity and we hope the 'Muuuu! movement will reinforce and celebrate Brazil's authentically-delicious chocolate milk.


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