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.

Product Placement on The Apprentice

Last night, Brazil's version of 'The Apprentice' (called O Aprendiz) was aired on TV Record and our new product introduction Sensações® Ao Forno - Brazil's first baked potato chip - was one of the stars of the reality show. The task the contestants had to complete was to create an in-store activation for the launch at our our client WalMart.

The initiative, led by Carla Araujo and Ricardo Homs members of our Adults Snacking Team, is a good demonstration of how new media formats are being used to reach audiences in unexpected ways. The advantage of this particular case is that the product was perfectly inserted in the show's content. Because the program's host, Roberto Justus, is also one of Brazil's most celebrated advertising executives, from a marketing standpoint, the entire process worked very well. Justus is a master in balancing the client's needs while still delivering an entertaining show.

The best in Brazilian interior design

We just got back from Casa Cor 2008 São Paulo, Brazil's premier interior design and architecture exhibition. This year's edition showcases 69 projects and it will be open until July 9 at the São Paulo Jockey Club.  Always a great place for inspiration.

Yves Behar at TED

For those who love great design, go to TED.com to watch Designer Yves Behar - known for amazing projects like the Jawbone headset or the $100 laptop - speak about his creative process.  I still find it fascinating how the internet allows us to watch inspiring lectures from great minds from the comfort of our home office.  Who needs network TV?

Cachaça Dona Carolina... no longer a well-kept secret

In my quest to find the perfect cachaça, today I visited Cachaçaria Dona Carolina (located within the stunning Fazenda Dona Carolina - a 19th century coffee plantation beautifully converted to a resort) located in Itatiba, a 90-minute drive from São Paulo. There is a lot of informality in the production of cachaças, so I was extremely impressed with the level of professionalism, passion and attention to detail that the team at Dona Carolina puts into making their magic. The distillation is carried out in copper pot stills known as alambics. The initial production is stored in 9,000-liter casks made from a Brazilian native wood called Jequitibá-Rosa, used because of its neutral qualities. The cachaça is then aged in an underground cellar in oak barrels imported from Scotland.

One of the highlights is visiting the cachaçaria, where Fernando who was kind enough to give us a tour of the facilities, had us sample the exceptional Cachaça Dona Carolina.  He also prepared one of the best caipirinhas I've ever had. And if you want to get a little adventurous, there are also over 400 labels to choose from.

As an aficionado, Cachaça Dona Carolina is definitely on my list of all-time favorites.

What is the first word that pops into your mind....?

Alexandre Van Beeck's blog this week talked about a cool new online tool called Brand Tags. It's a website, created by a guy called Noah Brier, that shows you famous brand logos and asks you to type in the first word or phrase that pops into your head. The site is fascinating both to see what people have posted and also to participate yourself.  I couldn't resist and spent a lot of time last night checking out people's perception of the world's greatest brands. 

It's one more example of how the internet has become a powerful tool for consumer insights.

Check out what Wall Street Journal's Buzz Watch has to say about Brand Tags.

Wow! Packaging

Sometimes you see a product for the first time and say to yourself... "Wow! I wish I had worked on that project." At the Duty Free shop on my back to Brazil I saw a packaging design that I absolutely (no pun intended) loved...

  

ABSOLUT® Disco.... brilliant! 

The photo I took had even more meaning because the Absolut® bottle that represents everything that's new, daring and bold... was next to a brand that is all about heritage and tradition. Any interesting contrast.

Contemporary at Age 79

Last week in Barcelona, we went to visit the German Pavilion which was part of the Barcelona World Fair of 1929. The pavilion, now called the Mies Van der Rohe Pavilion, showcases the iconic Barcelona Chair, which was named because it was exclusively designed for the Fair. The design resulted from collaboration between the famous Bauhaus architect Mies van der Rohe and his long time partner, architect and designer, Lilly Reich. It's blows me away to see that a 79-year-old design can be so amazingly contemporary. 

Great design is certainly timeless.

New Web Initiative called VerveEarth

Interesting new webiste (still in beta testing) called VerveEarth that is mapping the internet content on a global map. It also allows people to create their own personalized internet world within minutes by adding favorites. Check it out at www.verveearth.com.

Let's Bike!

It seems like all big cities are discussing ways to reduce traffic and lower carbon emissions. So, it was great to see a company called Bicing in Barcelona which is actually doing something about it. Everywhere you go you see people riding these red & white bikes. For an annual fee of €24, Barcelona's residents gain access to bikes from over 120 locations spread across the city. Good for the environment and very good for those getting around town and interested in burning some calories.

Audio Guides as a Learning Tool for Schools

In the past weeks, we have visited a number of great museums, from Tate Modern in London to the Picasso Museum in Barcelona. In every one, we have used audio guides, which add more depth to the museum experience. I couldn't help to think that, with the proliferation of iPods and podcasts, school and university professors should be incorporating this simple technology as an interesting learning tool. It could potentially become an incredibly powerful way to allow students to engage in a more experiential learning process beyond the classroom. To inspire them to explore the many cultural and historic sites within their own communities... a modern spin on the old field trip.

Architectural Soul

Barcelona. Yesterday we started the day visiting Casa Battló, one of Antoni Gaudí's masterpieces. I never thought a building could evoke so many emotions. I was mesmerized by how the ocean was used as inspiration to the building's organic lines (there are no straight lines), the use of natural lighting, a revolutionary vent system for temperature control and how Gaudí dared to use forms and textures that had never been used in architecture before.

Today we continued to fall in love with his work, visiting Casa Milà (also known as La Pedrera), Parc Güell, Sagrada Família... the legacy of an architectural genius that is part of the very soul of Barcelona.





During the guided tour of Casa Milà, we learned how Gaudi's work has a close connection to nature. The arches in the attic (seen in this picture)...






...were inspired by the bone structure of whales. The strong connection to the natural world is found in many details throughout his buildings. In one room, the ceiling resembled ripple effects, in another room, the ceiling had ondulations like wind blowing on a sand bank.

At Sagrada Família, some of the columns were designed to resemble the branches of a tree.

Gaudí once said:
"Everything comes from the great book of Nature."

A Love for Potatoes

We spent Sunday in London on our way to a week vacation in Barcelona. We went to visit the Marylebone Farmer's Market (a great way to get a feel for the relationship of local farming with its community) and we met this potato farmer with a stall called The Potato Shop. Because I'm in the potato chip business, I couldn't resist to speak to him. It turns out that this guy has developed 22 varieties of potatoes, from family favorites like King Edwards, Desiree to the organics Nicola, Lady Balfour to the rare Pink Fir Apple or Blue Kestrel (he needs to update his sign that mentions only 12). He has traveled through the Andes to find unusual varieties. It made me think about the trend of specialization and how, different than large corporations that benefit from scale and productivity, little companies have a wonderful opportunity to offer variety and be the very best in a very specific niche. To become the absolute, undisputable authority in a defined micro-segment. From gourmet chocolates, to rare beers from microbreweries, to oriental teas... the world is seeing a proliferation of hyper-specilaized retail concepts that build their positioning on this trend.

How do you track Brand Buzz?

How do you measure brand buzz? It's interesting to see how ad agencies are using Google™ Trends to track the amount of people searching certain words or brands during a specific PR or communication campaign.  A great way to check buzz. The way Google explains the service is rather cool: "...a snapshot of what's on the public's collective mind."

New Brew

A number of fabulous cafés have opened up in São Paulo in the past few years, which is what you would expect in a place where coffee is so ingrained into the fabric of local culture.  This past week-end we stopped at recently-opened Octavio® Café. 

I particularly enjoyed one of the coffee offerings that is brewed the old-fashioned way right there in front of you at your table. The ritual provided a rather nostalgic feel which reflects a trend I'm seeing more often of keeping things real.  Another interesting example that sometimes in order to find something new, a good place to start is in the old. 

Brazil Has a Clear Advantage in Biofuels

Recently, there have been several attacks in the media on biofuels and how ethanol is posing a risk to agriculture. The Brazilian Government has been quick to establish the differences between Brazil’s successful sugar-cane ethanol program and the U.S. corn-based model. Sugar-cane is 2.5 times more productive in terms of use of land. While Brazil produces 7,500 liters of ethanol per acre, the U.S. produces only 3,000 liters.  Improved productivity comes from agro-technology, ideal soil conditions and lower operating cost. The end result is that Brazil’s ethanol costs US$0.20 per liter with no federal subsidies, while it costs US$0.47 for the American corn ethanol with US$ 6 billion a year in federal subsidies.  The U.S. taxpayer is contributing to an unsustainable model. Another important difference is that 15% of Brazil's sugar cane crop is being rotated with soy or beans, which eliminates the argument that ethanol takes land away from agriculture dedicated to food production. In fact, the country is expanding its agricultural footprint.  Brazil is expected to set another record grain production this year: 140 million tons. So, no matter what the critics might say, decades of research and development has proven that Brazil has taken a leading role in developing a renewable source of fuels and should continue leading the way.

Spending Time with a True Thought Leader

Monday was a wonderful day. I was in London and spent a few hours with Marketing Guru Adam Morgan – author of one of my favorite business books and head of one of the coolest marketing and innovation consultancies: eatbigfish. I had already listened to Adam Morgan speak at an event in NY a year ago on challenger brands.  His speech and his book have inspired me on many levels, on how to focus more on thought leadership than market leadership or what it takes to build a lighthouse identity for your brand.  Meeting him personally was a phenomenal experience. A person who has a rare and engaging ability to listen, observe, question, and gather data points that lead to interesting connections. I was also very impressed by his associate, Olivia Knight. Both are very talented storytellers who captivate you with ideas, analogies and observations that force you to think in different ways.  I can't wait to read the new edition of 'Eating The Big Fish' due to be launched next October.

A contemporary spin on the farmer's market

My friend Alexandre Van Beeck, mentioned in his blog a cool retail concept in London called Unpackaged Stores. Since I was in town, I decided to check it out. They sell all things organic, from produce to muesli, in an eco-friendly way. Because the concept is around sustainability, customers must bring their own bags for their purchases. A contemporary spin on the traditional farmer's market. It's fascinating to see how sometimes you need to look at the past to find ideas for a better future.

Fussball while you wait for your flight

Waiting at the gate to board a plane can be pretty boring. Flying out of Dusseldorf this week-end I saw a simple idea at the Lufthansa counter. The German airline which sponsors a number of football events, added a rather low-cost idea that brings a little entertainment while you wait. I ended up playing with two British guys who were waiting for the same flight. 3 x 3.

Packaging that delivers a sense of authenticity

At the Interpack, I fell in love with a chocolate bar packaging I saw from a company called Askinosie™. Every detail of the packaging comes together to deliver a beautiful sense of authenticity. From the wax paper finish, to a map inside that shows where the cocoa was harvested to the graphic approach that resembles shipping bags from old traders. In a world of big brands, it's wonderful to see the small guy finding a differentiated graphic approach that translates so well the authentic positioning this company wants to establish. 

Like me, I'm sure you're dying to try the chocolate... meanwhile, check out their cool website.

A Few Days to Breathe New Ideas

This week I'm in Dusseldorf attending the Interpack Trade Show. Three days immersing myself in all sorts of food & beverage product and packaging innovation and the wonderful technology found behind the scenes. Every once in a while, it pays off to remove yourself from the day-to-day at the office to see, feel and taste products from around the world. One of this year's highlights was Hall #7 dedicated to bioplastics. A wonderful opportunity to see some of the technologies that are shaping the future of packaging. 

Below is a cool visual I found on one of the booths that represents well the idea of compostable packaging.

Little Things That Make a Mac... a Mac

It's amazing how sometimes children have the ability to recognize simple things that make a world of difference.  At home, like thousands of other homes, we have a PC (as a back up for work-related stuff) and a MacBook (which I use as my primary computer).  That means that my daughters end up using the PC  when they want to read the latest on Hanna Montana.  Last night, my 6-year old, feeling frustrated with having to reboot after something went wrong, turns to me and asks: 

"Why is your computer easy to start and this one takes so long?"  

At the end of the day... the devil is always in the details.

Riding on a Bamboo Innovation

Since the age of 6 when my parents bought me my first bike - a Schwinn® Stingray - I've been crazy about bikes. Flying back from Caracas a few days ago I read an interesting article in Newsweek about the Calfee® bamboo bikes.... yes, bamboo. The same company that pioneered the use of carbon fiber in the early '90s is now promoting bamboo as the new thing. This is not an ordinary bike, the Calfees made of bamboo are high-performance bikes and have received a number of awards, including the Best Road Bike and People's Choice Award at the North American Handmade Bicycle Show.

As the world become more green, it's absolutely wonderful to see there is a bamboo revolution coming of age. The article explains how bamboo has been used as a building material especially in Asia and how companies all over the world are using it in green homes, in flooring, furniture and now bikes. The reason is that bamboo may just be one of the strongest materials around. It has greater tensile strength than steel and it withstands compression better than concrete.

On the Calfee Design website they say that... "If there were an award for "Bicycle with lowest carbon footprint" (least amount of carbon dioxide emissions in the production of the frame), this frame would win, hands down."

I wonder how bamboo can be used in other applications as companies search for green solutions ?

From simplicity...










To high-performance...

Creating a New Consumption Occasion with the help of Pizza Hut

Despite record growth we have been having with our Doritos® business here in Brazil, one of the challenges we face is that Brazilians don't have the habit of dipping tortilla tips in salsas like in the U.S. or Mexico. How do you start developing a new consumption occasion that simply isn't part of the local food culture? One of the ways of doing it is to partner with someone who can give you a hand. In our case here in Brazil, Pizza Hut®. Our Doritos Brand Mgr. Alexandre Chiavegatti worked with Pizza Hut to put the Doritos Nacho experience on the menu. We're extremely happy with the partnership since Pizza Hut is a cool venue for the urban teen and young adult demographic which now can be exposed to the Doritos® brand in a completely new way. It was launched last December and so far it has been working very well.

Argentine Steak House or Brazilian Churrascaria?

Anyone who has been to charming Buenos Aires knows that the Argentines prepare the best beef you can find anywhere on the planet. The most tender cuts, loads of gaucho tradition, and a wonderful meal with fabulous Malbec wines. Is this the ultimate meat you can find? Well, fly north to Brazil and there's another meat experience that deserves attention... the 'Brazilian Churrascaria' or also called 'Rodizios'. What I love about the churrascaria is the ritual behind it. First, you go to the salad bar, which are usually loaded with options. Then, at the table, you have a chip green on one side and red on the other, used to indicate to the waiters if you're ready to be served. The waiters, normally dressed in full Brazilian gaucho attire, come to your table with a skewer on which are speared various kinds of meat. You just have to confirm if you want a slice or you'd rather wait for the next round. No menus... no anxiety having to make the right menu choice.

A few weeks ago, we had the visit of an Irish marketing VP who lives in NY. In the evening, I gave him a few dining choices, specially since São Paulo has such a vibrant restaurant scene. Fogo de Chão® - Brazil's most successful churrascaria chain and operating in many cities across the U.S. - was his choice. The guy simply loved the experience.

Ok, Argentine beef may be the best... but when it comes to delivering an innovative steak house experience, nothing beats the churrascaria. And again, I just love rituals.

A Pretentious Name that is Causing a Lot of Buzz

I have been intrigued by a small storefront that goes by the rather pretentious name of "O Melhor Bolo de Chocolate do mundo" - The World's Best Chocolate Cake. A few friends recommended the place and it's getting pretty good press. From a pure buzz factor, I have to admit the strategy of making such a compelling claim is working. So, we decided to go there this afternoon to check if the cake lives up to its name.  Once there, I found out that it's actually a franchise of the original that started in Lisbon in 1987 created by Carlos Braz Lopes. He used to own a restaurant that became famous for the chocolate cake that was on the menu. The cake became so famous, that he decided to open a shop entirely dedicated to his secret recipe. I particularly love when a business model is focused in positioning itself as the very best in a particular category. The model couldn't be simpler. It's all about the chocolate cake that comes in only two options:  traditional with 53% cocoa and a bitter version with 70% cocoa, both made with Valrhona® premium French chocolate (which my wife knew from Nigella's cookbooks). The coffee and a special mint/citrus tea blend were developed to harmonize with the cake. The São Paulo shop is very small, so it was inevitable to hear people from the other tables discussing whether they thought the chocolate cake was or not the very best.  I'm definitely not a chocolate cake expert, so I can't tell you if it is or not the world's best.... but I have to say... it's the best I ever had. 

Spreading the word on the benefits of Oats

This past week our Quaker marketing team felt the power of TV.  Last Friday, Brazil's highest-rating news program called Globo Reporter - a weekly investigative report format equivalent to CBS 60 Minutes - aired a special report on the health & wellness.  At the office, we were thrilled that the show highlighted the heart-health benefits of oats as a functional food that helps reduce cholesterol levels, one of the risk factors of cardiovascular disease.  The TV show generated tremendous buzz.  Sales of our Quaker line picked up this week. Erika Salgado, our Quaker® Marketing Mgr. and Adriana Ribeiro, our Foods Marketing Dir, both were particularly happy since the content was generated from clinical studies and PR efforts they have been leading. This morning, I went for my periodic cholesterol check-up and ended up doing my own little personal survey. I asked the nurse about oats and she spontaneously and enthusiastically talked about the TV show and how everyone was asking her about the benefits of oats.  

The message is always stronger when it comes from editorial content.

Nokia and Spike Lee Collaboration

Another collboration project was announced this past week... this time it's Nokia and film director Spike Lee teaming up to produce a short film using YouTube-type videos captured by everyday people using their mobile phones. One more example of the power of user-generated content.

Circus Reconceptualized

We just got back from a Cirque Du Soleil performance. I had already seen them a few years back in NY but this show was different on many levels. Our 'tapis rouge' tickets entitled us to valet parking, a pre-show cocktail in a cool lounge, dramatic lighting, electronic music and great food. You realize that every single detail was carefully designed in a way to provide a multi-sensorial experience. Marketing guru W.Chan Kim, in his Blue Ocean Strategy, describes well how this Canadian troupe has totally redefined the circus industry.

During one of the amazing acts, my wife turns to me to say how it's clear that the average person only develops a fraction of his or her physical capabilities. It made me think that the same applies to our intellectual capabilities... to our ability to learn and be open to new ideas.  

Cirque do Soleil is a wonderful reminder that any category, no matter how well established, can be reconceptualized. In this case, morphing the traditional circus experience with elements of contemporary opera, broadway musical and rock concert. A few examples come to mind of other companies that have also borrowed lessons from other experiences to reconceptualize the businesses they operate in. Take W Hotels, that combine elements of the urban bar scene and the aesthetics of the fashion world to create a differentiated hotel experience. Or Virgin, that did the same to airport lounges. I'm sure there are valuable lessons for any marketer who works in service-related categories.

Do we really need a landline?

I realize that we really don't need a home phone anymore. When I'm at home, I find myself reaching for my BlackBerry to make a call. All my contacts are there, both personal and professional, everything is synchronized to my desktop, to my calendar... to my life. I read last night that according to research conducted by CDC, in 2007, 13.6% of U.S. households were already cellphone-only. A number I would only expect to grow considerably in the following years. 

There's an additional advantage... we'll get rid of those annoying telemarketing calls.