Havanna Brasil Bets on New Chocolate to Make Páscoa 2024 More Dulce
Havanna Brasil launched "Novo chocolate, sua Páscoa ainda mais Dulce" in March 2024, a campaign introducing the brand's new premium chocolate blend as the centrepiece of its ovos de Páscoa collection, created by São Paulo agency Flush Comunicação and produced using a combination of live action and handcrafted stop motion techniques for the Brazilian market.
The campaign positions Havanna's Easter 2024 range at the intersection of Argentine heritage and Brazilian seasonal appetite. Havanna originated in Mar del Plata, Argentina, in 1947, according to institutional records at Institucional Havanna Com Br, and entered Brazil in 2006 through a licensing arrangement, later expanding its franchise model from 2014 onward, as documented by Abfexpo Com Br. That dual identity — what the brand's own marketing describes as the meeting of brasilidade and argentinidade — sits at the core of the 2024 Easter push, with the new chocolate blend framed as an elevation of a product Brazilians already associate with cross-border indulgence.
The product lineup documented in campaign materials spans milk chocolate and dark chocolate eggs filled with dulce de leche, milk and white chocolate eggs paired with alfajor, a Limão Siciliano variant with dulce de leche, and a milk chocolate and peanut combination with dulce de leche. Alongside the core range, the campaign introduced a collaboration with Fini, producing two co-branded SKUs: Fini Bananas e Doce de Leite and Fini Dentaduras e Doce de Leite. The Fini collab extends Havanna's reach toward a candy-adjacent audience while keeping dulce de leche as the unifying flavour thread. In Brazil, where chocolate is the largest confectionery subcategory, according to nexdigm.com, the Easter window represents a critical sales concentration point for premium players seeking to differentiate on ingredient quality and gift appeal.
Brazil's confectionery market recorded revenue of approximately US$7.49 billion in 2024, with volume reaching 519.6 million kg, according to sphericalinsights.com, a market characterised by growth in value outpacing growth in volume — a dynamic that sphericalinsights.com attributes to price increases, premiumisation, seasonal gifting innovation, and modern retail expansion. For a brand like Havanna Brasil, that structural shift is an opportunity: the new chocolate blend announced for Páscoa 2024 is presented explicitly as a more premium product, signalling an upward repositioning in a market where transaction value matters more than unit volume.
The competitive landscape Havanna Brasil navigates is formidable. Mondelez Brasil, operating under the Lacta masterbrand, held an estimated fifteen to twenty-five percent of branded chocolate confectionery value in Brazil in 2024, according to marketresearch.com, while Nestlé Brasil and Garoto together represented a further substantial share of the mainstream market, per verifiedmarketresearch.com. Havanna does not compete with Lacta or Nestlé on volume or accessibility pricing; it competes on provenance, artisan association, and the emotional currency of the dulce de leche flavour platform, which carries genuine Argentine cultural authenticity in the Brazilian imagination.
The strategic decision to foreground alfajores and dulce de leche as the flavour identity — rather than chasing neutral seasonal motifs — gives Havanna's ovos de Páscoa a defensible point of difference in gifting contexts. The Fini collab serves a parallel function: by aligning with a brand that holds strong recognition among younger Brazilian consumers, Havanna extends the campaign's relevance without diluting its premium positioning, since dulce de leche remains the connecting ingredient across all co-branded products.
Director Alois Bruno Di Leo Gremmelspacher led the creative execution for Havanna Brasil's Páscoa 2024 campaign film, working alongside the production team at Teça to construct sets entirely from paper, folds, and cut-outs before capturing the result through a combination of live action and stop motion, as documented in campaign production notes published by Grandesnomesdapropaganda Com Br.
The choice of handcrafted papercraft as a construction method is not a neutral aesthetic decision. It roots an inherently digital-era campaign in tactile, artisanal production values that mirror Havanna's own brand associations — Argentine confectionery craft, deliberate indulgence, and the kind of attention to detail implied by a premium chocolate proposition. Cinematography and creative direction were handled by Rafael Coelho Martinez, with art direction by Caroles Gonzaga, and executive production coordinated by Julio Baccarat, according to production credits documented at grandesnomesdapropaganda.com.br and reproduced in the Clapboard archive.
Marcel Oliveira, CEO of Flush Comunicação, described the campaign's production philosophy in terms that explicitly address the tension between craft and digital scale: "Colocamos na rua uma campanha completa que vai do clássico ao moderno. E o melhor de tudo: com muitas digitais durante o processo, mas sem perder a sua essência e identidade." That framing — classic to modern, digital in process but essential in identity — maps directly onto the stop motion technique, which is labour-intensive to produce but eminently shareable as a finished asset. Camila Akutsu, gerente-geral de Marketing at Havanna Brasil, connected the packaging redesign to the same dual-identity logic, noting that the new visual system sought to connect brasilidade and argentinidade simultaneously. The film's Argentine visual references — embedded in set design and product staging — reinforce that positioning without requiring explanatory copy.
No independently verified sales figures or consumer research data for the Havanna Brasil Páscoa 2024 campaign are publicly available. No coverage with independent critical assessment appeared in Campaign, Ad Age, Adweek, The Drum, or Contagious, based on available records in the Clapboard archive.
The measurable digital signal on record is limited. A single social media asset captioned "Páscoa ainda mais dulce" recorded 35,532 views, 3 likes, and 0 comments, according to Clapboard archive data. That engagement ratio — views very high relative to active interaction — is consistent with paid or boosted distribution rather than organic community response, and does not by itself indicate consumer sentiment. The campaign announcement, dated March 8, 2024, was published by grandesnomesdapropaganda.com.br and reproduced campaign description without independent journalist byline or editorial evaluation, per that publication's own content format. The franchise information site Sejafranqueado Havanna Com Br published a corresponding Easter collection announcement on March 18, 2024, again without consumer testing data or sales benchmarks.
Structurally, the campaign carries several elements associated with durable seasonal effectiveness. The handcrafted stop motion execution differentiates visually from category-standard CGI or lifestyle footage. The Fini collab creates a secondary earned media surface by engaging two brand audiences simultaneously. The dulce de leche flavour thread across all product variants gives the campaign internal coherence that supports both above-the-line storytelling and point-of-sale navigation. Clapboard assigns the campaign a score of 63 out of 100, reflecting solid craft and strategic clarity against a backdrop of limited documented market impact.
Havanna Brasil launched "Novo chocolate, sua Páscoa ainda mais Dulce" in March 2024 to introduce a new premium chocolate blend. Created by Flush Comunicação, the campaign promoted a seasonal Easter egg collection pairing dulce de leche with the new chocolate, and included a co-branded collaboration with Fini across the Brazilian market.
Alois Bruno Di Leo Gremmelspacher directed the Páscoa 2024 film for Havanna Brasil. Working with production team Teça, he constructed sets from paper, folds, and cut-outs, captured using live action and stop motion techniques. Rafael Coelho Martinez handled cinematography and creative direction, with art direction by Caroles Gonzaga, as documented by grandesnomesdapropaganda.com.br.
Havanna Brasil's Páscoa 2024 range included milk and dark chocolate eggs filled with dulce de leche, white chocolate eggs with alfajor, a Limão Siciliano variant with dulce de leche, and a peanut and dulce de leche option. The campaign also featured a Fini collab producing Fini Bananas e Doce de Leite and Fini Dentaduras e Doce de Leite SKUs.
Flush Comunicação created the Havanna Brasil Páscoa 2024 campaign. Marcel Oliveira, CEO of Flush Comunicação, described the production as bridging classic and modern approaches, using extensive digital tools throughout while preserving the brand's Argentine-Brazilian identity and craft-led visual aesthetic across all campaign materials.
Havanna Brasil competes on provenance and premium positioning rather than volume. Mondelez Brasil's Lacta held an estimated fifteen to twenty-five percent of branded chocolate confectionery value in Brazil in 2024, according to marketresearch.com. Havanna's dulce de leche heritage and Argentine origin story allow it to occupy a differentiated gifting tier above mainstream Easter chocolate competitors.
Clapboard assigns the Havanna Brasil Páscoa 2024 campaign a score of 63 out of 100. The score reflects the campaign's handcrafted stop motion execution and coherent dulce de leche flavour strategy, alongside limited publicly documented consumer response data and the absence of independent critical coverage in major trade publications.
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