Mococa's Marketing Campaign Targets Over 10 Million Consumers
Mococa has embarked on the second phase of its marketing campaign, which is designed to enhance the visibility of its new packaging and strengthen the brand's presence across multiple consumer touchpoints. This phase, running between June and July, aims to engage over 10.8 million consumers through diverse media channels.
The initiative follows the initial launch in May and incorporates a strategic mix of television, digital media, outdoor advertising, programmatic media, digital outdoor, influencer partnerships, and in-app media. The campaign is structured to increase the frequency of consumer interactions and to solidify the recognition of Mococa's updated visual identity.
This marketing effort aligns with a period on the calendar that is favorable for home cooking, leading to increased demand for products such as dairy mixes, condensed milk, and cream. While the campaign is connected to this seasonal trend, it maintains an institutional focus, emphasizing the presentation of new packaging and the company's positioning.
The creative concept, "Made with Mococa, perfect your way," highlights the versatility of Mococa products, encouraging consumers to adapt the products to their own cooking styles. This message is conveyed through content on platforms like Facebook, Instagram, and YouTube, featuring recipes and usage suggestions.
Television plays a significant role in the strategy, with ads airing in entertainment, news, and sports programs at both national and regional levels. The campaign targets specific markets with subscription TV in Manaus and São Paulo, while digital communications reach consumers in states such as Bahia, Distrito Federal, Goiás, Minas Gerais, Paraná, Pernambuco, Rio de Janeiro, Rio Grande do Norte, and Mato Grosso do Sul.
Outdoor advertising is utilized to broaden the brand's contact points, and in-app media within urban transport aims to generate over 4 million impressions in 30 days. The campaign is developed by VISIA agency, with audiovisual production by Lumme, continuing the renewal process of Mococa’s brand identity initiated earlier this year.
