Our new BelVita 30 TV Campaign

This is our new TV campaign for BelVita - a line of healthy morning cookies that provide sustained energy - that we started airing this week in Brazil. When a group of scientists inadvertently leaves behind a backpack with BelVita, a cute sloth comes around and... well, look what happens.

The voice over at the end is "Un-sloth your day with the delicious energy of BelVita". 'Un-sloth' is a made-up verb that does a good job describing the storyline.

Creative by Miami-based Crispin Porter + Bogusky

Rooting for the Chrysler "Born Of Fire" campaign at Cannes

Today is the last day of an inspiring and certainly memorable week at the 2011 Cannes Lions Festival. Later tonight, the final awards. In the Film Automobile category, it seems like everyone I've talked to is expecting VW "Force" - from Deutsche Lons Angeles - to win gold. It is, after all, a beautiful example of storytelling highlighting a cool feature of the new VW Passat. I love it.

However, I'm rooting for the Chrysler "Born of Fire" spot, one of the most talked about campaigns from the Super Bowl XLV. The reason is that marketing an American-made luxury car in a market dominated by European and Japanese imports is a huge challenge. Chrysler and Wieden+Kennedy Portland did a phenomenal job celebrating the Detroit heritage, taking what may seem to many as a liability and converting into a magnificent piece of advertising. The copywriting is just amazing.

I became an "Imported from Detroit" fan.

Oreo Celebrating Mother's Day

There are a few brands that are able to strike an emotional chord among consumers of all ages. Oreo is certainly one of those brands with its 'twist, lick & dunk' ritual that has sparked child-like delight and family connections for generations. The more I study this brand, the more I become passionate about it.

Here's the Oreo campaign that was the most effective Mother's Day ad to break in the U.S. this year according to Ace Metrix. The ad, which scored an Ace Score of 628, compared to a norm of 522, took a 55-point lead over the next two favorite ads from Procter & Gamble and Verizon.

The beauty is in its simplicity.

When it comes to where your brand is made... do you care?

Connecting flight in Lima. Newstand at the airport. Picking up some reading material on my way back to Sao Paulo. The Wired Magazine cover catches my attention and the question makes me think. Are we going to see a rise in consumers mobilizing to hold brands more accountable for all aspects of the supply chain?























The flip side of that is a Maytag print campaign I saw a few weeks ago in USA Today. The message was "Better Build With American Pride... designed, engineered and assembled in the U.S.A." The tagline is also quite powerful: "Maytag - What's Inside Matters". There's also logo "From Ohio to You".

Is there a trend emerging?

I know this day is coming....

Don't you just love it when advertising strikes an emotional chord? When there is a powerful insight that leads to great brand storytelling. It happened to me the other day with this Subaru spot called "Baby Driver".

As a father of two little girls, this campaign is certainly making a connection with other people who are in my same lifestage. A nice little reminder that yes, this day is coming...

On the Cannes shortlist

Today I received a phone call from Wilson Pereira, our account executive from AlmapBBDO telling me that our Doritos TV campaign "Wanna share something with friends, share a Doritos" made it to the Cannes 2010 Shortlist.... cool!

Toddy's Moooooovement of truth

Last year, we launched a very successful campaign for our Toddy® business in Brazil called "Toddy the flavor of truth". Brand loyalists love how Toddy has always been about authenticity... a certain unpretencious coolness. Brazilian millenials identify with the brand's iconic cows and their very Brazilian-style irreverence. The campaign idea is rather simple. You either say the truth or you get a moooooooo from the cows. You're either real, authentic, cool or you get a moooooo.

Hundreds of different moooos are being posted in social networks and forums by people all over the country. It has become a fun way to protest against anything that's not real.


The campaign was created by PeraltaStrawberryFrog.

Here are the two latest spots which start airing this weekend. Come join the mooooovement.

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Campaign for NatuChips - all-natural chips made from Brazilian Roots

This is our TV campaign for NatuChips - a line of all-natural chips made from Brazilian roots: Mandioquinha (arracacha in English) and Inhame (taro).

The copy reinforces naturalness and freshness with a touch of humor. It actually takes between 12-36 hours from the moment these roots are harvested and are produced at our plant in Sete Lagoas (state of Minas Gerais).

NatuChips also follows a global trend towards clean labels. In our case, just three ingredients: roots, palm oil and salt.

Creative by AlmapBBDO.

Salsa, salsa, salsa!

In case you haven't seen it, this is a fantastic example of creativity to communicate a food product. Congratulations to the Tostitos Team at Frito-Lay!

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More on our "Share a Doritos" Campaign in Brazil

The third 30"TV spot of Brazil's new Doritos campaign "Wanna Share Something with Friends, Share a Doritos" beutifully created by AlmapBBDO. This spot, which is take on the famous truth or dare game, is by far my favorite of the three spots. I love the suspense, the production details... and the fact the story is told backwards. It started to air this weekend.

I hope you like it...

Two new spots for Doritos in Brazil

This weekend, we started airing two new 30" spots from Doritos 2010 TV Campaign. The new spots are a continuation of last year's successful campaign 'Wanna Share Something With Your Friends, Share a Doritos' which reinforces the brand as a social snack among teens.

In these two new executions, AlmapBBDO did a great job creating new situations which are interrupted by the campaign theme... reminding people that the best thing to share among friends is a bag of Doritos.

Doritos - Brazil's fastest-growing snack in 2009 - is becoming a lovemark among Brazilian millennials.

More news to come...

More on PepsiCo's Institutional Campaign in Brazil

Here at PepsiCo we started off 2009 launching our first ever institutional print campaign. The first phase, which we covered on this blog, presented our entire brand portfolio (including snacks, beverages and food) and we introduced our institutional campaign theme:
PepsiCo - Creating a Tomorrow Better Than Today

We've now moved into phase two which celebrates the people who make PepsiCo great. In one print ad we talk about our people, in another ad we celebrate the farmers who cultivate the potatoes, corn and wheat used in our snacks, and in the third execution we celebrate the partnership PepsiCo Beverages has with AmBev.

The campaign can be see in Brazil's most top-selling magazines such as Veja, Exame, IstoÉ, Revista Caras and Claudia.

Brazil's first institutional campaign promoting fish

This is Brazil's first institutional campaign promoting the consumption of fish. Brazil has one of the World's largest coastlines (7491 km) and yet a low per cap consumption of fish - only 6.8kg/year versus a world average consumption of 15.6kg/year. The World Health Organization recommends the consumption of 12kg/year of fish. The campaign was created and produced by the Ministry of Fish and is part of a comprehensive plan called Fish Week that happens every year.

Within our PepsiCo Brazil portfolio we market a line of canned sardine and tuna products under the Coqueiro trademark. So, we're very happy to see this institutional effort.

New TV Campaign for Quaker On-the-go line in Brazil

The past 12 months have been very exciting for our Quaker oats business in Brazil. We launched a new campaing called Quaker - The Grain of Goodness and this year we started test-marketing an entire new line of convenient great-tasting on-the-go oat-based products called Quaker De Bolso (which translates as Quaker In-Your-Pocket). The line consists of oatmeal cookies, mini multi-grain cookies made with oats, quinoa, flax seed and wheat germ, as well as, a granola in a 'drinkable' format.

Both the brand campaign and the on-the-go line remind Brazilians that they can count on the power of oats in a whole new line of convenient products designed to fit a healthy lifestyle.

To support our new Quaker line, we just started airing a new TV campaing, created by our agency PeraltaStrawberryFrog. The message is very simple.... now you can carry the goodness of oats anywhere.

New campaign for Sensações Baked Potato Chips

This week-end, we will be airing two spots of a new campaign for Sensações® Ao Forno - Brazil's first baked potato chip brand.  The Sensações brand targets adults who are looking for healthier snacking options but still want great-tasting gourmet-style flavors.  

In this first spot, a guy who considers himself a connoisseur of fine cuisine, is delighted by the taste of Sensações new baked potato chip.  When his date describes the strong personality of the wine, a little misunderstanding comes up...

Here's the second spot...

Both spots end with voice over:  

"Sensações Baked potato chip for gourmets... both amateur and professional"

Hope you enjoy the campaign.

What's in the head of Brazilian Millenials? And how this inspired us to develop a new potato chip

We start the month of July airing our new Ruffles TV campaign to launch a limited edition called Ruffles Do Seu Jeito ('your way'). Two new flavors developed with the input from our online collaboration panel. There's a guy version: BBQ Ribs. And one for girls: cream cheese.

For those who don't know Portuguese, the first spot starts saying that we got into the head of girls to find out what they like in order to develop a new flavor for Ruffles. Well, they like guys, shoes, guys, shoes... and to kiss (which in Portuguese rimes with cheese). So, the joke is that that's what inspired us to launch a cream cheese-flavored potato chip for girls.

When it comes to the guys, it's pretty much single-minded: girls, girls, girls. In this case, the joke is that girls came from ribs, which inspired us to make a BBQ Rib-flavored potato chip.

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The campaign was created by AlmapBBDO.

Two new spots for Doritos

Two new 30" spots in our Doritos campaign in Brazil.

The strategic objective is to reinforce Doritos as Brazil's favorite snack to share among friends. The cohort we're targeting our millennials. The campaign shows situations where someone 'shares' a rather embarrassing situation among friends. In one case, a girl recognizes who she thinks is a celebrity in a mall or a guy who shows off his tuned up car in the parking lot of a conveniene store. The campaign theme is "Wanna share something with firends, share a Doritos."

Developing a social occasion for snacks

Tomorrow, we're launching a new Doritos® advertising campaign in Brazil:

"Wanna share something with friends, share Doritos."  

Consumer studies with Brazilian millenials show that getting together with friends is one of their favorite things in life. Special moments after school hanging out with their best friends or on the week-ends before partying, those are the moments they cherish the most.  However, when it comes to snacking habits, the main consumption occasion is alone in front of a TV set.  There's a huge opportunity to develop a social snacking occasion among friends.  Doritos, being such a cool brand among millenials, has all the credentials to be the brand that Brazilians grab when they're snacking among friends.

The TV campaign, created by AlmapBBDO and produced by Rodolfo Vanni from Cia.de Cinema, uses funny situations that remind us that not everything should be shared with friends... if you wanna share something, share a Doritos.  We're also using two magazines that connect well with our target group:  Rolling Stones and Trip.  

The campaign has a very strong online component with a hot site created by cool digital agency CuboCC, a destination where teens are invited to upload pictures or videos of embarrassing situations they wouldn't want to share with their friends (or would they?). The five most voted situations will receive a year's supply of the world's most famous tortilla chip and a box with a special edition of Doritos with their picture on the bag (perfect for bragging rights). Take a look at www.doritos.com.br.

In the following weeks, more great news on Doritos...

True North on Oscar Night

One of the downsides of living in Sao Paulo is that I miss the advertising break during big media events like the Super Bowl (which makes me realize that cable operators could easily benefit from a pay-per-view package including the original advertising targeting the local marketing and advertising community). I'm in Miami this week getting away from the carnival frenzy back home. So, I was able to watch the Oscar's ceremony on Sunday night with some friends in Coral Gables.

Knowing True North - Frito-Lay's new line of premium natural nut snacks - was scheduled to make a huge impact at the Oscar's, I took some bags I bought at Whole Foods to share with my friends (they loved the pistachio crisps).

The campaign is awesome, telling stories of real people who are doing something extraordinary with their lives.... finding their true north. The TV spot I particularly loved was called “Inspiration Café,” which tells the inspiring story of Lisa Nigro, the founder of a restaurant that serves the homeless and provides job training and fellowship to its customers.

Beautifully inspiring...

New Pepsi campaign

New year, new communication for Pepsi in the U.S. market launching its new brand look and the 'Refresh Everything' campaign...