BIS is a 80 year old brazilian chocolate brand that is a fever in the whole country. Many brands tried to copy BIS but always failed. To celebrate the brand's birthday we wanted to do something unprecedented to show the uniqueness of the product.

BIS created TRIS, the fist product that can face BIS, because it's the same thing. For the first time, a brand created its own competitor. The product was just like BIS but red. Obviously we did everything we did to create a big rejection around TRIS and celebrate BIS originality. More than 1000 TRIS boxes were produced and distributed to BIS lovers (that hated the idea).

The strategy was to launch and kill our competitor using the force of young BIS fans to praise the good and old BIS. That's why we created a 360º campaign to announce TRIS and the whole ads attacked BIS. It inspired our fans to taking BIS side during the war between 2 products from the same brand.

We used a press conference to announce TRIS' arrival. Something that already letted the press and the fans confused. Then it was time do really launch TRIS campaign and the product. Since the first moment we letted clear that TRIS was a copycat from BIS. This fact turned the whole campaign into a national confusion. After feed the anger from BIS fans that started to attack (as we imagined) TRIS, we announced TRIS bankruptcy.

More than 38 million consumers were impacted for the campaign just in the first weekend. Besides that our sales increased 7% in comparison to the same moment of the previous years. During the whole campaign the number of BIS' new daily followers increased more than 2000%.