The campaign for Lacta’s 5STAR chocolate, titled "Rock Paper Scissors, Astronaut, City of Chocolate, Ski, G...", leverages a playful and imaginative narrative to bring the product’s core elements—chocolate, biscuit, and caramel—to life. By framing the candy bar as a dynamic universe where surprising and whimsical events unfold, the campaign embodies the brand’s proposition of delivering an exciting, indulgent experience that stimulates curiosity and delight. This aligns with Lacta’s broader promise of combining rich flavors and playful moments to elevate everyday snacking into an engaging treat.
From a market strategy perspective, the campaign taps into the cultural nostalgia and social appeal of “jokenpô” (rock-paper-scissors), a simple, universally recognized game, to create an accessible entry point that resonates with Brazilian consumers. This insight into familiar childhood play introduces an element of fun and anticipation, mirroring the product’s multi-textured composition. The creative approach blends storytelling with sensory imagination, targeting a youthful, digitally engaged audience likely to encounter the content on social media platforms such as YouTube. The campaign’s emphasis on surprise and sensory explosion reflects contemporary trends favoring experiential marketing within the confectionery category, aiming to differentiate Lacta 5STAR in a competitive market by fostering emotional connection and shareability. The combination of narrative depth and culturally relevant touchpoints underscores a strategic effort to boost brand engagement while positioning the product as both a nostalgic and novel indulgence.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign most likely fits FORMAT#9, SYMBOLIZE THE BENEFIT, because the title references playful and imaginative scenarios like "Rock Paper Scissors, Astronaut, City of Chocolate, Ski," implying the use of fantastical or metaphorical visuals to communicate the internal experience of the Lacta 5Star bar. The YouTube meta description poses the question, “What happens inside a Lacta 5Star?” and teases “an explosion of chocolate, biscuit, and caramel,” further suggesting that the campaign uses exaggerated, symbolic imagery to dramatize the multisensory experience and benefits of the product, rather than focusing on literal demonstration or a problem–solution narrative. The narrative genre and the whimsical scenario titles reinforce the idea of visual metaphor and imaginative symbolism, aligning it most closely with FORMAT#9.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Nestlé – Market Positioning
Nestlé dominates the confectionery market by emphasizing quality, innovation, and a broad product portfolio that caters to all age groups. Their strategy focuses on trusted global brands, local customization, and health-conscious offerings, securing strong shelf presence and consumer loyalty in Brazil.
2. Garoto – Market Positioning
Garoto is positioned as an authentic Brazilian brand that leverages national heritage and local flavors. It emphasizes emotional connections through storytelling and family-oriented advertising, focusing on accessible pricing and widespread availability to maintain deep cultural relevance.
3. Hershey’s – Market Positioning
Hershey’s markets itself on classic American chocolate traditions combined with premium indulgence. Their strategic angle is introducing international tastes with local adaptations, using nostalgic and innovative campaigns that appeal to younger, trend-savvy consumers.
4. Arcor – Market Positioning
Arcor differentiates by offering a wide range of confectionery and snack products that prioritize affordability without sacrificing quality. They focus on strong regional presence in Latin America with diverse flavors and extensive distribution in both urban and rural markets.
5. Mondelez International (Dairy Milk) – Market Positioning
Mondelez leverages the global strength of Dairy Milk as a premium chocolate brand, focusing on smooth, creamy textures and indulgence. Their marketing emphasizes moments of happiness and sharing, appealing to middle-to-upper-class consumers seeking both taste and emotional satisfaction.
Q: What is Rock Paper Scissors, Astronaut, City of Chocolate, Ski, G... about?
A: Rock Paper Scissors, Astronaut, City of Chocolate, Ski, G... is a 2018 film campaign created by Wieden + Kennedy for Lacta in Brazil. Designed for the confectionery and snacks sector, the campaign centers on the Lacta 5Star chocolate bar, known for its blend of chocolate, biscuit, and caramel. Through a playful and imaginative narrative, the campaign invites viewers to explore a fantastical world inside the 5Star bar, using engaging visuals and storytelling to dramatize the product’s sensory appeal. With five distinct media assets, it targets a youthful, digitally engaged Brazilian audience and leverages cultural touchpoints to drive brand engagement.
Q: What creative device does Rock Paper Scissors, Astronaut, City of Chocolate, Ski, G... use?
A: Rock Paper Scissors, Astronaut, City of Chocolate, Ski, G... employs the creative technique classified as FORMAT#9 SYMBOLIZE THE BENEFIT in Clapboard’s 12-format taxonomy. This approach uses exaggerated visuals and symbolic scenarios—such as rock-paper-scissors, astronauts, and fantastical chocolate cities—to represent the multisensory impact of the Lacta 5Star bar. Rather than literal product demonstration, the campaign dramatizes the internal experience of consuming the chocolate, visually conveying the explosion of flavors and textures to create a memorable and emotionally resonant impression.
Q: What is the campaign proposition for Rock Paper Scissors, Astronaut, City of Chocolate, Ski, G...?
A: The campaign proposition for Rock Paper Scissors, Astronaut, City of Chocolate, Ski, G... positions Lacta 5Star as an exciting and indulgent treat that transforms everyday snacking into a playful adventure. By tapping into the familiar childhood game of jokenpô (rock-paper-scissors) and weaving in imaginative storytelling, the campaign appeals to Brazilian consumers’ sense of nostalgia and curiosity. This strategic positioning leverages the product’s multi-textured composition to create anticipation and delight, aiming to differentiate Lacta 5Star in a crowded confectionery market and foster emotional connection with a digitally engaged, youthful audience.
Q: How does Rock Paper Scissors, Astronaut, City of Chocolate, Ski, G... rank in Clapboard's archive?
A: Rock Paper Scissors, Astronaut, City of Chocolate, Ski, G... holds a Clapboard Campaign Score of 66/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive.
Q: Who are the competitors in Lacta's category?
A: In the Brazilian confectionery and snacks market, Lacta faces competition from several major brands. Nestlé leads with a focus on quality, innovation, and a diverse portfolio tailored to all age groups, while Garoto leverages its Brazilian heritage and emotional storytelling to maintain cultural relevance. Hershey’s brings classic American chocolate traditions with a premium twist, targeting younger consumers through nostalgic and innovative campaigns. Arcor emphasizes affordability and regional presence across Latin America, and Mondelez International’s Dairy Milk brand positions itself as a premium, indulgent choice centered on moments of happiness and sharing.
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