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.
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In 2020, the company was in 21 states with 400 stores, which was only a fifth of the number of outlets of its biggest competitor.
To overcome these challenges, it would be necessary to highlight the brand's strengths, find its personality, adopt a unique way of communicating and find
its purpose.
The goal was to create emotional bonds with consumers through communication that highlighted Brasil Cacau's values, not just its products.
The proprietary UMDOIS business sprints process brought together 21 professionals from Ginga and the Brasil Cacau marketing team to carry out brand dynamics and studies. During this first immersive contact, a very significant insight emerged: the simple, strong name made up of two words sums up very well what the brand stands for. Thus, the path to the subsequent removal of the prefix "Chocolates" from Brasil Cacau began at that moment, and the opportunities to test its effects would come in the following campaigns.
To build a strong personality, it was necessary to highlight real Brazilianness, of people like us, diverse and receptive. Communication had to avoid the idea of an ostentatious, export-type Brazil. This is how the signature "Brasil Cacau - É de Todo Brasileiro" came about.
Another realization was that Brasil Cacau could explore the values of inclusion, diversity and passion for Brazil like no other brand in the segment.
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.
That same year, the positioning appeared again in the Christmas campaign. This time, isolated by the pandemic, Brazilians were invited to be more present, taking their minds off their homesickness in any way possible. With the concept "Being Present Is More Enjoyable with Brasil Cacau", the video Feliz Brasil Natal celebrates Christmas traditions and their different stories.
The campaign also featured the miniseries "Histórias de Um Brasil Natal". There were 4 podcast episodes, broadcast on Spotify, Deezer, Youtube and the brand's social networks, in which actor Lázaro Ramos and singer Pitty told their own Christmas memories and the stories of other Brazilians.
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.
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.
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