Campanha #CrieSeuMomento

Abstract

This project aims to present the evolution of Kibon over the years, show the results of research that were obtained and, thus, develop a strategic plan of actions in order to solve the problems identified. Given the proposed, the ultimate goal is to take the brand to the daily lives of consumers and become part of the story of each one. In view of the results of all the surveys, the campaign was built on the concept “Connection and Happiness” and the theme “Happiness is our connection”, and the umbrella campaign will be worked on with various communication and marketing strategies with a single goal: to be part of people's routine. To this end, the incentive slogan “#CrieSeuMomento” will be used as a crucial part, an invitation made to each individual to be part of the realization of this story. Finally, we hope that the objectives set out in this project will be assertively achieved and that, based on all the theoretical depth, the campaign conceived by Frevo Comunicação can positively contribute to the already consolidated history of Kibon. Introduction Kibon, a brand that has been in the market for over 70 years, is loved by Brazilians and, together with them, has a history of success. With a vast catalog of ice creams that vary in formats, prices and flavors that reach different layers of customers, the brand, however, still maintains a more distant relationship with the public in relation to competitors - both large companies and small manufacturers of regional ice cream. The reasons? when it comes to opportunities, the other companies can change the catalog at will, insert different flavors belonging to each location - for example, the siriguela fruit, native to the northeast region of Brazil -, or when it comes to their great competitor , which always works on co-branding with other major brands in the country and among other reasons guided throughout this project. In view of the results of all the surveys, the campaign was built on the concept “Connection and Happiness” and the theme “Happiness is our connection”, and the umbrella campaign will be worked on with various communication and marketing strategies with a single goal: to be part of people's routine. To this end, the incentive slogan “#CrieSeuMomento” will be used as a crucial part, an invitation made to each individual to be part of the realization of this story. Finally, we hope that the objectives set out in this project will be assertively achieved and that, based on all the theoretical depth, the campaign conceived by Frevo Comunicação can positively contribute to the already consolidated history of Kibon.