Lead Agency: BETC/Havas
The strategy objective was mainly to generate awareness for the brand relaunch and its product improvement. The brand had been in the Brazilian market for over 5 years. For the last 3 years, tough, there had been no communication efforts towards the brand. Therefore, creating a never-done-before idea was also another way of directing attention for the new brand moment.
Young and active women 25 to 40 year-old who are trying to lead a more balanced life. Not only want to lose weight, but are trying to make a first move for more healthier routines. They want pleasure in their life, but don't want to feel guilty about it when it comes to their eating habits. Women who live in big cities, where they have busy lives and not always have time to plan their time meals let alone their snacks for break time. Options available in this demand space are usually healthy but not tasty and satisfying or tasty but not healthy.