Piraquê hired Zeca Pagodinho as brand ambassador last week after a movement in the networks. Netizens noted the similarity between the singer and the boy drawn in advertisements for the cookie brand in 1967.
The artist joined in the fun, saying that he was not the child, but that he accepted pampering from Piraquê, who took advantage of the opportunity. The initiative is part of the repositioning of the carioca brand, founded in 1950, which presented the slogan “This has a Quê de Piraquê”.
The project is a co-creation between the agencies Lew’LaraTBWA and BFerraz and on February 15th, the video was broadcast on television channels.
Still in the spirit of the new poster boy, Piraquê woke up the participants of Big Brother Brasil this Tuesday (22) with a call from Zeca Pagodinho, the campaign’s Master of Originality, for breakfast. “Shrimp that sleeps the wave takes”, repeated the artist in singing, which rocked the sleepy brothers.
The action at BBB 22 tries to stimulate sensory experiences and awaken childhood memories in the participants with guava cookies, ham, malted milk and sesame cracker.
“These are iconic products, with unique flavors, that mark generations, being part of people’s memories, especially those from Rio,” says Danielle Ximenes, Piraquê’s marketing manager.
Fábio Melo, marketing director at M. Dias Branco, which bought Piraquê in 2018, summarizes the objective of investing in one of the highest-rated entertainment programs on national TV.
“Big Brother Brasil is in line with Piraquê’s communication strategy, which provides for initiatives in real environments, with conversation based on digital”, he says. “This is how we create contact points and continuous dialogue in the consumer journey, sustaining the brand’s growth across the country.”
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