Tastier Together– Popcorn and Carnaval|海报/平面|广告营销案例【ADGuider广告指南】

一起品尝-爆米花和Carnaval

案例简介：Yoki发布放克音乐剪辑和赞助商 Carnaval block为了使brandUma imagem contendo interior，pessoa，sentado，mesa descric ç ã ogerada automaticamente恢复活力 ● 由KondZilla与歌手Lexa合作制作的音乐剪辑将在YouTube上发布。 ● 该活动由FCB巴西公司开发，是 “一起品尝” 活动的一部分，该活动鼓励巴西人将Yoki产品，如微波炉爆米花，带入他们生活的不同时刻。圣保罗，2020 年 2 月 4 日 -- 为了越来越接近年轻观众，yoki是一家在巴西拥有 30 年历史的包装食品公司，它将以恐惧的节奏发布一款 “Carnaval hit”，这是基于微波炉爆米花的声音而创作的。该品牌还将赞助歌手Lexa的Carnaval block，其中将包括其在圣保罗的现场演出。通过在该国最大的文化活动之一投资激活，该公司加强了其民主本质和与消费者的情感联系。由于微波爆米花是Yoki超过 300 种产品组合中最受欢迎的零食之一，因此在活动期间被选中代表该品牌。之后，第一步是挑战巴西最大的音乐制作公司之一KondZilla，用节奏创作一首放克歌曲，使用准备小吃的仪式元素，比如微波炉的声音和爆米花的爆裂声。第二个挑战是选择能够演唱这首歌的声音，特别是与品牌目标受众建立直接联系。歌手Lexa因其在巴西流行音乐和放克音乐领域的突出地位而闻名，她不仅为发布会提供了基调，还领导了音乐剪辑，在录音过程中诠释了几个标志性人物。 “通过这种激活，我们的目标是通过提供独特的体验，并展示放克、Carnaval和Yoki微波爆米花在一起更美味，进一步加强我们与年轻人群的关系。为此，我们聚集了音乐界的著名球员，他们直接与这些消费者交谈，如KondZilla和Lexa，”通用磨坊LATAM营销总监Manuel Garabato说。该活动由FCB Brasil开发，是 “更美味的在一起” 活动的一部分，该活动鼓励巴西人将Yoki产品带入他们生活的不同时刻。除了在圣保罗狂欢节前发布音乐剪辑和赞助Lexa的街区之外，该战略还将包括社交媒体上的多元化举措、影响者的激活，以及聚会期间Yoki爆米花样品的分发。 “这个想法来自爆米花爆裂声令人垂涎的声音。这是一个节奏的节拍，可以变成一个恐惧的节拍。因此，这个想法成长并变得更加伟大，在Carnaval的背景下插入Yoki，一个单一的，一个音乐视频和一个Carnaval块，并引入像Lexa和KondZilla这样的合作伙伴。结果我和爆米花一样美味和民主。“这一切都将大受欢迎，” 巴西FCB ECD的费比奥 · 西姆斯评论道。爆米花节拍: 这首歌定于 2 月 1 日在Kondzilla的官方YouTube频道 (链接) 发行。除了激发歌曲的节奏，Yoki爆米花还将出现在音乐剪辑的几个时刻，表明它是人们日常生活中的一个多功能选择。在一个让人想起非常热带巴西表演的场景中，莱克斯将诠释标志性的艺术家，如卡门 · 米兰达、玛丽莲 · 梦露和碧昂丝。这个概念是将Yoki popcon与funk和著名的标志性女性表演者结合在一起。 “像KondZilla一样，它是当今音乐行业最大的制作公司和唱片公司之一，Lexa被认为是音乐界最相关的女性之一。因此，让她加入我们的演员阵容，与Ferrati Entretenimento合作，是极其重要和令人满意的，尤其是在这样一个涉及Yoki和Kondzilla的特殊项目中。这肯定是我们的 “sapequinha” 的又一个热门，也是两个在巴西如此相关和重要的品牌之间的完美匹配，“Konrad Dantas说，又名“Kond”，KondZilla的合伙人和创始人。将Carnaval街区带到街上: 由Lexa领导的 “Sapequinha街区” 将于 2 月 16 日在圣保罗的Barra Funda (Marques de s ã ovicente，230) 演出。预计将吸引超过 500,000 人的演出期间，Yoki Carnaval hit将首次现场表演。“在圣保罗有一个狂欢节对我来说是梦想成真。我来自里约，但我丈夫来自圣保罗，我住在这里。拥有像Yoki这样的品牌作为投资这个项目的合作伙伴是对这样一个事实的认可，即我正处于职业生涯的最佳阶段，我希望取得更大的成就。我和这个品牌的关系来自我的童年，我从未想过有一天我们会成为合作伙伴,”艺术家证实。

一起品尝-爆米花和Carnaval

案例简介：Yoki releases funk music clip and sponsors Carnaval block in order to rejuvenate the brandUma imagem contendo interior, pessoa, sentado, mesa Descrição gerada automaticamente ● Music clip produced by KondZilla, in partnership with singer Lexa, will be available on YouTube. ● Developed by FCB Brasil, the action is part of the campaign “Tastier Together,” that encourages Brazilians to bring Yoki products, like the microwave oven popcorn, into various moments of their lives. São Paulo, February 4, 2020 – In order to get closer and closer to a young audience, Yoki – a packaged foods company with a 30-year history in Brazil – will release a “Carnaval hit” with a funk rhythm, created based on the sound of popcorn popping in the microwave. The brand will also sponsor singer Lexa’s Carnaval block, that will include the single in its live pre-Carnaval performances in São Paulo. By investing in an activation during one of the largest cultural events in the country, the company strengthens its democratic essence and the emotional ties with its consumers. As microwave popcorn is one of the most popular snacks in Yoki’s portfolio of more than 300 products, it was chosen to represent the brand during the event. After that, the first step was to challenge KondZilla, one of the largest music production companies in Brazil, to create a funk song with a rhythm that would use elements of the ritual of preparing the snack, like the sound of the microwave, and of the popcorn popping. The second challenge was choosing the voice that would perform the song and, notably, create an immediate bond with the brand’s target audience. Recognized for her prominence in the Brazilian pop and funk music scene, singer Lexa not only gave the tone for the launch, but also led the music clip, interpreting several iconic characters during the recordings. “With this activation, we aim to strengthen even more our relationship with the young crowd, by providing a unique experience and showing that funk, Carnaval and Yoki microwave popcorn are tastier together. To that end, we brought together famous players in the music scene who talk directly to these consumers, like KondZilla and Lexa,” says Manuel Garabato, LATAM Marketing Director at General Mills. Developed by FCB Brasil, the action is part of the campaign “Tastier Together,” that encourages Brazilians to bring Yoki products into various moments of their lives. In addition to releasing the music clip and sponsoring Lexa’s block during São Paulo’s pre-Carnaval, the strategy will include diversified initiatives on social media, activations with influencers, and distribution of samples of Yoki popcorn during the party. “The idea came from the mouth-watering sound of the popcorn popping. It’s a beat with a rhythm that could be made into a funk beat. And so the idea grew and became something much greater, inserting Yoki in the Carnaval context, with a single, a music video and a Carnaval block, and bringing in partners like Lexa and KondZilla. The result i as tasty and democratic as the popcorn. It has everything to be a huge hit,” comments Fábio Simões, ECD at FCB Brasil. In the beat of popcorn: the release of the song is scheduled for February 1st, in Kondzilla’s official YouTube channel (link). Besides inspiring the rhythm of the song, the Yoki popcorn will also be present in several moments of the music clip, showing that it is a versatile option in people’s everyday lives. In a scenario that is reminiscent of a very tropical Brazilian show, Lexa will interpret iconic artists, like Carmen Miranda, Marilyn Monroe and Beyoncé. The concept is to bring together Yoki popcon with funk, and famous and iconic women performers. “Like KondZilla, one of the largest producing companies and record labels in the today’s music industry, Lexa is considered one of the most relevant women in the music scene. So having her in our cast, in partnership with Ferrati Entretenimento, is extremely important and gratifying, especially in such a special project that involves Yoki and Kondzilla. This is sure to be another hit by our “sapequinha” and a perfect match between two brands that are so relevant and important in Brazil,” says Konrad Dantas, a.k.a. “Kond”, partner and founder of KondZilla. Taking the Carnaval block to the streets: the “Sapequinha Block” lead by Lexa will perform on February 16 at Barra Funda (Marques de São Vicente,230), in São Paulo. During the show, expected to attract over 500 thousand people, the Yoki Carnaval hit will be performed live for the first time. “Having a Carnaval block in São Paulo is a dream come true for me. I’m from Rio, but my husband is from São Paulo and I live here. Having a brand such as Yoki as a partner that is investing in this project is a recognition of the fact that I am living the best phase of my career, and I want to achieve even more. My relationship with the brand comes from my childhood, and I never imagined that some day we would be partners,” confirms the artist.