New chocolate, your Easter even more Dulce - Havanna Brasil | Clapboard Ad Archive
Havanna Brasil’s Easter 2024 campaign, created by Flush Comunicação, plants a bold creative flag in the Brazilian confectionery and snacks market by celebrating the brand’s Argentine heritage and culinary distinctiveness through its latest product innovation—the launch of a premium Havanna chocolate formulated to harmonize with its iconic dulce de leche. The campaign, built around the proposition of making Easter even more dulce for Brazilian consumers, leverages a dual appeal: it honors the familiar indulgences of Havanna’s classic Argentine imports—most notably alfajores and dulce de leche—while inviting the market to embrace a new Easter ritual anchored by inventive product variants, including limited-edition eggs with unexpected pairings like Sicilian lemon with dulce de leche, milk or dark chocolate with almond or peanut, and collaborative flavors with Fini such as Fini Bananas and Dulce de Leche. Visually, the campaign stands apart in an often formulaic category: a distinctive advertising film, crafted with a hybrid of live action and stop motion where set designs rely on paper folding and cutout techniques, nods artfully to Argentine iconography while providing an artisanal, tactile dimension that reinforces the perceived premium of the product. Packaging received a comprehensive redesign, with aesthetics that merge Argentine and Brazilian cues in color, motif, and materiality, telegraphing both a cosmopolitan identity and a brand invested in craft. Strategically, the campaign’s roll-out is assertively multi-channel—combining high-visibility OOH placements, dynamic point-of-sale materials, digital content, and influencer activation—to ensure the story penetrates diverse consumer touchpoints during the peak Easter purchase window. Flush Comunicação has, in effect, orchestrated a communication platform that positions Havanna as a distinctive, culturally hybrid alternative to mass-market Brazilian mainstays like Lacta or Garoto and the established premium incumbent Kopenhagen, offering both the comfort of tradition and the excitement of contemporary flavor and design innovations. The creative approach—what Clapboard’s taxonomy classifies as FORMAT#11—Unique Personality Property—eschews formulaic narrative problem-solving in favor of amplifying the brand’s cross-cultural, confectionery legacy, using product origin, ingredient integrity, and artisanal execution as proof-points of its market difference. With packaging and campaign assets designed to maximize shelf and digital appeal, the campaign carries the dual aim of fortifying Havanna’s emotional resonance among Brazilians seeking a more sensorial, elevated Easter treat and cementing the brand’s status as a conduit between the culinary traditions of Argentina and the evolving palate of Brazil. The campaign earns 63/100 in Clapboard’s global creative archive. This work matters because it demonstrates how a heritage brand can reassert cultural distinctiveness and commercial relevance in a hyper-competitive, seasonal category by celebrating and modernizing its own origin story.
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