Childhood Flavors with Palmirinha

There's a special feeling we get when remembering our childhood, something that brings out memories of a simpler time, filled with happiness, fun and enchantment. This is the feeling Itubaína always brings to its fans, with a dash of fun and nostalgia that kids of the 1980s and 1990s get transported to with every sip. 

We had two initial challenges: How to continue building the brands’ ownership of the date of São Paulo’s Anniversary (a very big date for the state), and awareness for the launch of the Flavors of Childhood campaign.

With this inspiration, we wanted to transport our fans back in time. That's where Grandma Palmirinha came into play. 

Grandma Palmirinha has been a beloved staple in Brazilian culture for over 30 years with her daytime cooking shows. Just as our fans hold dear their memories of drinking Itubaína as a child, they also remember watching Palmirinha with their own grandmas, so she was a perfect fit to introduce the brand's Flavors of Childhood.

The campaign began in early 2017, with Palmirinha celebrating the anniversary of the city of São Paulo, the place of Itubaína's birth. Next, we were able to bring her strong television presence to the digital world, blending her famously sweet character with Itubaína's nostalgic and fun vibe, using a variety of formats (from animated GIFs to videos to memes to engage with user comments) in order to create a deeper connection with our audience.

12MM
12MM
Users reached, ensuring almost 80% coverage of the brand's target
113%
113%
Impressions and 435% views (two main KPIs surpassed)
2016
2016
was the brand's biggest year in digital results. In the first 3 months of 2017, we had more impressions and clicks than all of last year
+5MM
+5MM
Video views (surpassing total view count of all other videos published by the brand)