Mini Bis: Bis on the go

Ogilvy Brasil

SUMMARY

TRUST NO ONE was the campaign idea that launched Mini BiS, the new line extension of the 70 year-old Brazil’s best-selling chocolate, BiS. Due to its irresistibility, BiS is known and loved by Brazilians and, since its launch, has remained the same combination between chocolate and waffle, sold in boxes of 20 units, wrapped one by one.

Although BiS was still the same, the world had changed. Our audience (16-18 y.o.) was being targeted by several categories, brands, TV shows and digital entertainments - making them more demanding and critical. Other brands (e.g. M&Ms) were recognising this trend and establishing a more relevant dialog with them, through irreverent communication and product innovations. Our target needed novelties and BiS had to deliver it by innovating in product and communication.

That’s when Mini BiS, an on-the-go version of BiS in a hand to mouth format, came in. Besides achieving a 15% SOM in its segment, Mini BiS should make masterbrand’s perceived modernity and irreverence grow – quite a challenge for a 70 year-old brand!