About the project
Brasil Cacau needed an identity and a new positioning when it joined Ginga in 2020. The brand had been on the market for 10 years, but consumers still often inverted its name and confused it with its main competitor.
Building emotional connections
In 2020, the company had a presence in 21 states with 400 stores, which amounted to just one-fifth of its largest competitor’s number of retail locations.
To overcome these challenges, it would be necessary to highlight the brand’s strengths, define its personality, adopt a unique communication style, and discover its purpose.
The goal was to create emotional connections with consumers through communication that highlighted Brasil Cacau’s values, not just its products.
More Brazil, Cocoa
UMDOIS’s proprietary business sprint process brought together 21 professionals from Ginga and the Brasil Cacau marketing team to conduct group exercises and brand studies. During this initial immersive session, a very significant insight emerged: the simple, strong name formed by two words perfectly encapsulates what the brand represents. Thus, the path toward eventually removing the “Chocolates” prefix from Brasil Cacau began at that moment, and opportunities to test its effects would arise in subsequent campaigns.
To build a strong brand identity, we needed to highlight the authentic Brazilian spirit—that of people just like us, diverse and welcoming. Our messaging had to steer clear of the idea of a flashy, “export-ready” Brazil. That’s how the tagline “Brasil Cacau – It’s for Every Brazilian” came about.
We also realized that Brasil Cacau could leverage the values of inclusion, diversity, and passion for Brazil like no other brand in the industry.
It's all Brazilian
The expression was used for the first time at Easter 2020. The challenge at that time was, in addition to presenting this phase of the brand, to increase Brasil Cacau's product turnover. The Um Brasil de Recheios campaign film was created with the aim of showing that the brand was modern, inclusive and accessible, allowing Brazilians to consume quality chocolate at a fair price. The campaign also featured communication pieces on social networks, media, physical and digital points of sale.
Merry Brazil Christmas
That same year, the message reappeared in the Christmas campaign. This time, with people isolated due to the pandemic, Brazilians were invited to be more present, easing their longing in whatever way they could. Under the slogan “Being Present Is More Enjoyable with Brasil Cacau,” the video “Feliz Brasil Natal” celebrates Christmas traditions and their diverse stories.
The campaign also featured the miniseries "Histórias de Um Brasil Natal" (Stories of a Christmas in Brazil). It consisted of four podcast episodes, available on Spotify, Deezer, YouTube, and the brand’s social media channels, in which actor Lázaro Ramos and singer Pitty shared their own Christmas memories and the stories of other Brazilians.
A Taste of Brazil
To further reinforce Brasil Cacau's personality, the Brasilidades line was launched in 2022, with traditional flavors from the country. The brigadeiro, beijinho, cocada, pão de mel, doce de leite and paçoca fillings, which are practically considered Brazilian cultural heritage, bring an emotional connection with the public.
Brazilian Diversity in Action
Casa Brasil Cacau was launched as an immersive space in São Paulo during the Easter campaign “Isso Faz Recheio” or “Se Joga no Recheio,” embodying the concept of regional diversity with references to Brazil’s four regions. It offered sensory experiences to consumers to highlight the brand’s variety of fillings and flavors, reinforcing the slogan “Nosso Brasil, Our Filling” and linking cultural diversity to product accessibility in an atmosphere of celebration and surprise.
For Christmas 2021, the goal was to bring the brand experience into the tangible world and present Brasil Cacau's essence, purpose and products. Casa do Recheio was created: an immersive environment, full of activations, installed on the 33rd floor of the iconic Copan Building, in central São Paulo.
The space had instagrammable scenarios, product tastings, an escape room and podcast recording.
The target audience was content creators, influencers, journalists and partners of Brasil Cacau, who brought the brand's personality, making connections with Brazilians and people like us.
They were users of easy, accessible language and had diversity and plurality as their most important values. Instead of hiring them, the brand chose to innovate in the relationship and gained organic exposure.
The immersive experience was so successful that Easter 2022 saw the second edition of Casa do Recheio, this time with the concept "Se Joga No Recheio". As well as instagrammable scenarios, sensory activations and product tastings, the space also had 8 themed evening activations, such as a game night with Erick Mafra and a pizzeria with Alexandra Gurgel.
Thanks to the excellent results of previous editions, Casa do Recheio has become a cornerstone of the brand’s major campaigns. In 2023, the project expanded, moving from Copan directly to a house in the traditional neighborhood of Sumaré.
For the first time, it was opened to the public, allowing consumers to immerse themselves in the brand’s world, discover what sets it apart, and literally dive into a Brasil Cacau panettone. The idea is for the project to continue evolving to further highlight the brand’s attributes and strengthen its connection with consumers.
Brasil Cacau establishes a strong brand identity with impressive figures
Brasil Cacau now has a strong and defined identity, with completely different communication, both in terms of look and speech, which highlights its personality and is recognized by the public. The brand has the solidity and ownership to work in the universe of Brazilianness and brings actions and experiences that go beyond the products.
1.3k
1,300 organic posts generated by influencers and the public, expanding organic reach.
60M
60 million potential reach through personalized discussions that resonate with the audience.
R$ 1.6M
R$ 1.6 million in organic media coverage, highlighting the campaign’s impact on brand positioning.
