AlmapBBDO São Paulo, Brazil Advertising / Full Service / Integrated

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AlmapBBDO Creative Work

Title "Shouts"
Title (original language) "Gritos"
Agency AlmapBBDO
Campaign Shouts
Advertiser MasterFoods
Brand Twix
Date of First Broadcast/Publication 10/2005
Business Sector Chocolate, Bars, Candies, Chewing-Gum
Problem The sales of chocolates in Brazil is mainly motivated by the product flavor. The Brazilian market has highly traditional brands that have already invested heavily in communication and have long established their flavor credentials. Our challenge was to establish the attributes of the Twix product and conquer a space among the brands that already had the consumers’ preference.
Problem (original language) A venda de chocolates no Brasil é motivada principalmente pelo sabor do produto. O mercado brasileiro possui marcas muito tradicionais que já investiram fortemente em comunicação e estabeleceram suas credenciais de sabor há tempos. Nosso desafio era estabelecer os atributos do produto Twix e conquistar um espaço entre marcas que já tinham a preferência do consumidor.
Story The commercial shows, in a good-humored way, the elements that compose the Twix chocolate - chocolate, caramel and cookie -, represented by three cool and fun youngsters who involuntarily repeat these three words.
Story (original language) "O comercial mostra de forma bem-humorada os elementos que compõem o chocolate Twix - chocolate, caramelo e biscoito -, representados por três jovens descolados e divertidos que repetem involuntariamente essas três palavras."
Philosophy The communication standard of the main chocolate brands has always used a sensorial appeal, packed with scenes of appetite-appeal and their products’ ingredients. Our strategy sought taking hold of the young public, little explored by the chocolate category. For such, we used a completely nonsense approach packed with humor, where the ingredients in Twix became characters. This format not only enabled us to explore the product attributes (initial objective), but mainly make the Twix brand relevant and strongly connected with the youngster.
Philosophy (original language) "O padrão de comunicação das principais marcas de chocolates sempre utilizou um apelo sensorial, repleto de cenas de “appetite appeal” e ingredientes de seus produtos. Nossa estratégia buscou apropriar-se do público jovem, pouco explorado pela categoria de chocolates. Para isso utilizamos uma abordagem totalmente nonsense e repleta de humor, onde os ingredientes de Twix se tornaram personagens. Esse formato não só nos possibilitou explorar os atributos do produto (objetivo inicial), mas principalmente tornar a marca Twix relevante e fortemente conectada com o jovem."
Media Type Television & Cinema
Length45 seconds
Production Company Zeppelin
Creative Director Mr. Tales Bahu
Creative Director Mr. Luiz Sanches
Copywriter Mr. Wilson Mateos
Copywriter Mr. Gustavo Sarkis
Account Director Ms. Martha Almeida
Agency Producer Mr. Egisto Betti

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