Lacta reinforces the proximity of relations in new campaign

The centenary Lacta, a brand that is part of mondelez international's portfolio, has been strengthening the relationship with the consumer, emphasizing the irresistibility of the products and strengthening their positioning.
Focusing on these goals the brand has prepared a robust campaign for this second half.
The film is an animation created to engage the audience, in a playful way, bringing the manufacture of chocolate. The goal is also to strengthen the positioning of the brand and bring the perception that we are better when we are together who we want well.
The campaign began to be aired in August and runs until september on open TV (São Paulo, Curitiba, Florianópolis and Porto Alegre), in addition to the brand's online channels (Facebook, Instagram, Twitter and Youtube). The production and creation are by DAVID São Paulo.
The digital does not stand aside; in addition to content on social networks, a filter for Instagram was launched in the second half of the month, another strengthening in the approach with the consumer.
Using the piece, the audience will be able to take selfies with an animated chocolate bar, which appears above the heads of users bringing examples of who the person is missing: sister, friend, grandmother, among others.
"Our positioning is being expanded to get closer to the consumer every day. Through the "You are the missing Piece", we brought the relationship between people, who even distant, want to continue showing care in their connections daily. Now, with the arrival of the campaign, we have further reinforced the consistent work of recent months: nurturing relationships with small daily gestures of affection. And here I thank all lactateam for having achieved so much in such a short time", declares Renata Vieira, Director of Chocolates of Mondelez Brazil.
This phase began with the launch of the new packaging for the lacta ao leite tablet 90 g, a limited edition, which reinforces the demonstration of affection through chocolate, with the message "You are the missing piece" stamped on the pack.
The initiative put to the test a team of 50 employees of Mondelez Brazil, who, even working remotely, managed within 45 days to develop the project and start production. A great achievement, since it would normally take at least three months for a packaging change like this.
In a special pos action, Lacta has developed several pieces in the form of a reminder, so consumers do not forget to bring a treat both for themselves and to show affection for someone.