Toddy on Facebook

Toddy - one of Brazil's coolest brands among millennials - is now on Facebook where fans can see in real-time how three cutting-edge Brazilian graffitti artists (Cusco, Carla Barth, Estudio Alice) are collaborating on the cow that is part of the Sao Paulo Cow Parade exhibit.  

Check it out.

Pepsi Refresh Project - start submitting ideas tomorrow

For those who haven't seen it, the Pepsi Refresh Project in the U.S. market is an amazing example of socially-responsible marketing. Pepsi is giving away millions in grants each month to fund great ideas.

Tomorrow, Jan. 13 is the day people can start submitting their projects of how to make the world a better place. Log on and participate. As a PepsiCo employee, I feel very proud of this type of initiative that pretty much reconceptualizes the role brands can have in the world we live in.

Spread the word.

Havaianas... celebrating winter

I've always been a huge fan of Havaianas - one of Brazil's coolest brand icons. Our luggage is always full of Havaianas everytime we travel abroad. It's the perfect gift a Brazilian family can give to friends abroad. My Family and I just spent the two last weeks practically only using Havaianas during our summer vacation on the coast of Paraty.

Today, someone on my marketing team send me the link of this Havaianas video celebrating not summer.... but winter in the northern hemisphere. Totally awesome. I love it when a brand turns logic on its head. Absolutely brilliant.

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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