Hellmann's Promo, Case study TOMA LÁ DA CÁ by New Content, Ogilvy Sao Paulo

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Industry Sauces
Media Promo & PR, Case study
Market Brazil
Agency New Content
Creative Director Marcelo Páscoa
Agency Ogilvy Sao Paulo
Released April 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: UNILEVER
Date of First Appearance: Apr 21 2009 12:00AM
Entrant Company: NEW CONTENT, Sao Paolo, BRAZIL
Chief Executive Officer: Giovanni Rivetti (New Content)
Chief Creative Officer: Roberto Feres (New Content)
Chief Account Manager: Raphael Alcantara (New Content)
Head of Production: Ricardo Justus (New Content)
Creative Director: Marcelo Pascoa (New Content)
Account Manager: Marcelo Oliveira (New Content)
Chief Financial Officer: Edoardo Rivetti (New Content)
Media placement: TV Campaingn - Rede Globo De Televisão - 21 April 2009

Results and Effectiveness
Over 7 minutes of airtime and spontaneous message retention of 21% (*Data Folha research), a great repercussion in the audience, press, television, and advertising comunity. And it was all because of the mayonnaise!

Creative Execution
This allowed Hellman’s to be present throughout the episode, with comical contributions from the show writers themselves, and so much integration with the content that the joke recurred during the entire episode and even in the episode’s name.

Insights, Strategy & the Idea
Hellman’s is the best selling mayonnaise in Brazil. When Hellman’s released its lower calorie product in Brazil, it had to explain its functional benefits. In Brazil, the traditional way of doing this is through testimonial endorsements in popular variety TV shows, Hellman’s decided to do something different. Hellman's chose the biggest Brazilian network and most popular sitcom. Globo had never done something like this, especially inside a dramaturgical content. In a self-referential and humorous style, the product and its functional message entered the context of the show.