Client: PepsiCo, Toddy
“Brandcowtent”
São Paulo, SP, Brazil
Loducca

Credits:

Loducca:
Guga Ketzer, Sergio Mugnani, Cassio Moron, Fábio Savoy, Raphael Franzini, Marcelo Rosa, Rico Lins, Fernando Sau, Stefano Lucas Oliveira, Fernão Cosi, Candida Semensato, Paula Ventura, Marcela Parolini, Natalie Lima, Daniel Chalfon, Adriana Favaro Silvia Ramazzotti, Gustavo Soares, Tatiana Murakam, Amelia Gama de Oliveira, Ken Fujioka, Felipe and Rodrigo Senise Neia, Ana Luisa André, Cláudia de Souza Stancev and Indaiara Pelizario.

Facebook Creative Shop:
Rapha Vasconcellos, Rafa Prellwitz, Cris Dias.

O2 Filmes:
Janaína Gabriel, Benê (director) and production team.

Bloggers:
Mauricio Cid, Daniel Furlan, Juliano Enrico, Joao Mota, PC Siqueira and Otávio Albuquerque,

PepsiCo:
Diego Pistone, Daniel Assef, Renata Figueiredo, Marta Oliveira, Nicolle Ribeiro, Roberto Pasqualoni, Gustavo Miranda, Fernando Paiva.

Context
TODDY ® launches innovative digital campaign with bloggers and internet celebrities, transforming their fanpage into a TV channel.

With bold theme, but no script and no rehearsal, TODDY® debuted a new digital campaign consists of a series of videos published on the brand channel on YouTube and a fan page on Facebook TODDY®. The programs are favored by those who understand well of creative freedom in videos: Mauricio Cid, Daniel Furlan, Juliano Enrico, Joao Mota, PC Siqueira and Otávio Albuquerque, internet celebrities who have earned thousands of fans. The innovative formula has been well received by consumers and, in the first month on the air, the videos of three minutes and fifteen seconds added 4.5 million total views and more than 1 million interactions (between ‘tanned’, shares and comments) in addition to impact daily 3.5 million internet users.

The campaign brings 24 episodes in the first season, bringing unexpected recipes using branded products, the ‘COWlinaria’, ‘crazy’ sports, the ‘COWpeonato’ program, and curious news circulating on the Internet, which are presented in ‘COWmentaristas”.

Curiosity
The name TODDY® comes from a Scottish drink much appreciated in winter, made based on honey, cream, egg yolk and whiskey. In English, it means “warm and sweet drink.” The product was baptized with this name in reference to the original idea of taking it hot, like a comforting drink. But over the years, has become consumed in various ways, especially ice cream.

“Our idea was to interact differently with consumers, and communicating that TODDY® brand is now multi-category with chocolate powder, cookies and beverage ready to drink. We came to this innovative format in which from a synopsis, the protagonists make content curation, ie, have the freedom to improvise speeches and jokes, as they do in their blogs and channels. The result could not be different: fully aligned with the profile of the brand that captivated the audience funny videos”

Renata Figueiredo, Director of Marketing at PepsiCo Brazil. Among the comments posted by netizens, 75% had positive content.