February 23, 2012

Celebrating Rio

Last day of carnival and it makes me think about how Rio is finally becoming so cool. Yes,it has a lot to do with the fact that Rio will be one of the host cities of the FIFA 2014 World Cup with the final match at a totally renovated MaracanĂ£ Stadium and will also host the 2016 Summer Olympics. From a marketing standpoint, what you also see is how the cidade maravilhosa - the birthplace of bossa nova - is inspiring films, fashion, vodkas and even the boom of coconut waters.

My wife and I lived in Rio back in the mid 90's and we never quite understood how it took so long for people to start rediscovering one of the World's most original and beautiful cities.

Falling in love with the movies all over again...

Martin Scorsese makes us all fall in love again with the movies with his extraordinary 'The Invention of Hugo Cabret'. This is a wonderful celebration of the art of movie making...

Lacta Chjocolates celebrating 100 years

Not many consumers brands have been able to stand the test of time, especially here in Brazil. Lacta - Brazil's leading chocolate brand - is celebrating 100 years. Brazilians have grown up with Lacta tablets, Diamante Negro, Sonho de Valsa bom boms and the traditional Lacta variety box.

This is the TV campaign that celebrates Lacta Chocolates...

February 13, 2012


It's always great to read about how new products are created. What was the genesis of the product idea. In this particular case, I enjoyed how Ad Age told the story of Kraft Foods' MilkBite, launched in the U.S. market and how Groga5 created the campaign.

February 10, 2012

belVita Breakfast Cookie in the U.S. Market

This is the belVita breakfast cookie campaign that supports the U.S. launch, in case you didn't see during pre-Super Bowl. Campaign created by Crispin Porter + Bogusky. After our Brazilian roll-out, it was great to see belVita launched in the World's largest biscuit market.