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B.blend Brings Back the Sukita Uncle to Champion Modern Living
B.blend's 'Time to Modernize' is a 2019 Brazilian film campaign created by Mutato, São Paulo, that resurrects the Sukita uncle — a celebrated figure from Brazilian advertising history — to position the countertop capsule beverage machine as the definitive symbol of contemporary living, while arguing that outdated behaviours must evolve alongside new technology, according to Mordor Intelligence.
B.blend occupies a distinctive corner of the Brazilian electronics and technology market. Launched in 2014 through a partnership between Whirlpool, Ambev, and Brastemp, as reported by Meio e Mensagem and Brasilpar Com Br.com.br/serie-startups-corporativas-b-blend-na-whirlpool/" target="_blank" rel="noopener noreferrer">Innoscience Com Br, the product was presented as the first multi-beverage platform in capsules capable of preparing hot, cold, still, and carbonated drinks. Owned by Whirlpool Corporation through Whirlpool Latin America, per the same sources, B.blend entered the market not simply as a kitchen appliance but as a lifestyle proposition — a framing that 'Time to Modernize' reinforces and extends. In December 2016, B.blend launched commercially with emphasis on approximately ten beverage types and the changing structures of Brazilian family life, according to Meio e Mensagem.
The campaign carries a single, direct creative message: some behaviours also need to modernize, according to Adsoftheworld. Published in Brazil in August 2019, the film produces this tension by placing the Sukita uncle — a figure whose cultural recognition belongs to an earlier era of Brazilian advertising — in direct dialogue with a product that embodies the present. The campaign consists of one media asset, a deliberate concentration of creative energy into a single film rather than a dispersed multi-format rollout. In Brazil, where television and digital video remain primary vehicles for brand storytelling in the electronics and technology sector, that focus reflects a clear editorial confidence in the creative idea itself, according to Fiscal Wa Gov. The Clapboard Score for 'Time to Modernize' is 63 out of 100, an archive evaluation reflecting the campaign's creative ambition balanced against the constraints of a single-asset execution.
Mutato grounded the 'Time to Modernize' campaign in a consumer insight specific to Brazil: familiarity breeds complacency. The strategic rationale recognises that Brazilian audiences, particularly those who grew up with the Sukita brand's advertising during the 1990s, carry an embedded cultural association with the Sukita uncle as a figure of reliable, unpretentious consumer life. By reintroducing that figure in 2019, Mutato created an immediate bridge between recognition and disruption — the audience knows who they are watching, but the context demands they reconsider what modernity actually requires of them.
The smart beverage appliances subcategory in which B.blend competes is one defined by premiumisation and convenience, with competitors including Nespresso, which dominates the single-serve coffee segment in Brazil, and Dolce Gusto, marketed by Nestlé across the Brazilian market. B.blend's differentiation lies in its multi-beverage architecture — the capacity to serve hot, cold, still, and carbonated drinks from a single countertop machine — a proposition that requires consumer education as much as emotional persuasion. In Brazil, the electronics and technology sector was experiencing sustained growth in connected and smart home appliances during 2019, a trend documented broadly across the market. Rather than competing on technical specification, Mutato chose to compete on cultural relevance, positioning B.blend not as a machine but as evidence of an evolved domestic mindset.
The campaign's performance-oriented framing — reflected in its classification under the performance category — signals that the creative idea was designed to move audiences toward a behavioural rethink, not merely an aesthetic preference. In Brazil, where emotional resonance in advertising carries significant persuasive weight, anchoring a technology brand to a beloved cultural figure rather than a product demonstration represents a considered strategic departure from category norms. The campaign's message operates on two registers simultaneously: it celebrates the arrival of B.blend as a modern appliance and gently indicts the viewer for not yet having updated their habits to match.
Roberto Arduin anchors the creative execution of 'Time to Modernize'. Arduin, who was 68 years old at the time of the campaign's production, played the Sukita uncle — a role he originated in Brazilian advertising and which made him one of the country's most recognisable advertising personalities, according to a Folha de S.Paulo market-intelligence blog entry dated 21 December 2018. His reappearance in the B.blend film is the campaign's central creative act: a figure associated with the past, deployed to argue for the future.
The film's creative device is one of productive irony. The Sukita uncle, whose cultural identity is inseparable from a pre-digital era of Brazilian consumer culture, becomes the unlikely advocate for modernisation. This places the audience in a deliberate cognitive tension — if even this figure, so thoroughly of another time, is endorsing B.blend's vision of contemporary living, then resistance to modernisation becomes harder to justify. The recurring character format, which Clapboard's archive classifies as an ongoing advertising personality device, gives the campaign an immediate narrative shortcut that a debut character could never achieve. Decades of audience familiarity replace minutes of character-building exposition.
Mutato, operating from São Paulo, produced the campaign as a single film asset — a production decision that concentrates craft into one cohesive statement rather than fragmenting it across formats. The São Paulo agency, also credited alongside Agency 242 in Brazilian coverage per clapboard.com, brought the creative concept to screen with a tonal balance that avoids both reverence and parody. The Sukita uncle is neither enshrined nor mocked; he is simply present, and his presence makes the argument. Full production credits beyond the agency attributions and the casting of Roberto Arduin are not publicly documented for 'Time to Modernize'.
No verified performance data for 'Time to Modernize' is publicly available. B.blend and Mutato have not disclosed figures relating to brand lift, sales uplift, digital engagement, or media reach attributable to the August 2019 campaign. The campaign does not appear to have entered the formal awards circuit under publicly documented entries, though it is archived by Ads of the World, which noted its publication in Brazil in August 2019.
Structural analysis of the campaign's effectiveness begins with the economy of its creative decision. Reviving Roberto Arduin as the Sukita uncle eliminates the audience-acquisition cost that any new campaign character would incur. The cultural equity already attached to the character translates directly into attention — a resource that is measurably scarce in Brazil's competitive electronics and technology advertising landscape. The single-asset approach, while limiting in terms of media frequency, ensures that creative coherence is total: there is no dilution across formats, no tonal inconsistency between executions.
The campaign's Clapboard Score of 63 out of 100 reflects a creative execution that is strategically coherent and culturally grounded but constrained by the absence of a broader media ecosystem around it. The insight — that modernisation is a behavioural condition, not merely a product purchase — is genuinely differentiated within the Brazilian electronics category. Whether that insight achieved sufficient penetration through a single film asset to alter brand perception at scale is a question the available record cannot answer. What the structure of the campaign does demonstrate is that Mutato and B.blend understood their audience's cultural vocabulary and chose to speak it fluently.
'Time to Modernize' is a 2019 film campaign created by Mutato for B.blend in Brazil. It revives the Sukita uncle, a famous figure from Brazilian advertising history, to argue that adopting modern technology like B.blend requires updating outdated behaviours, not just purchasing new appliances. The campaign consists of one film asset, published in August 2019.
The Sukita uncle is a celebrated character from Brazilian advertising, played by actor Roberto Arduin. Arduin was 68 years old at the time of the campaign, according to a Folha de S.Paulo market-intelligence blog. His cultural familiarity with Brazilian audiences gave B.blend's modernisation message immediate credibility and nostalgic resonance without requiring character introduction.
Mutato, a creative agency based in São Paulo, Brazil, created the 'Time to Modernize' campaign for B.blend. Agency 242 is also credited in Brazilian coverage, per clapboard.com. The campaign was published in August 2019 and is archived by Ads of the World as a film entry in the electronics and technology category.
B.blend is a countertop capsule-based beverage machine capable of preparing hot, cold, still, and carbonated drinks. It was created in 2014 through a partnership between Whirlpool, Ambev, and Brastemp, as reported by Meio e Mensagem and innoscience.com.br. B.blend is owned by Whirlpool Corporation through Whirlpool Latin America and operates in the Brazilian market.
B.blend's 'Time to Modernize' holds a Clapboard Score of 63 out of 100. This score is an archive evaluation reflecting the campaign's culturally grounded creative strategy and coherent use of the Sukita uncle character, balanced against the constraints of a single-asset film execution without a broader surrounding media ecosystem to extend its reach.
B.blend differentiates from competitors such as Nespresso and Dolce Gusto by emphasising its multi-beverage capability across hot, cold, still, and carbonated formats. 'Time to Modernize' reinforces this by framing B.blend as a lifestyle and mindset shift, not just an appliance upgrade, using the Sukita uncle to give that argument cultural authority within the Brazilian electronics market.
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