Mondelez chose celebrity couple Grazi Massafera and Cauã Reymond to star the campaign. The commercial enjoyed massive exposure on TV. Unfortunately, the couple broke up amidst a betrayal scandal.

“According to a report by columnist Ancelmo Gois, the couple has indeed broken up. Online sources say the reason behind the separation is actress Isis Valverde. She became close to Cauã and they allegedly had an affair during the taping for a TV series called ‘Stolen Love’. Quite ironic.”

So we had an idea: a second TVC featuring just Grazi. We decided to let the press know about the commercial to leverage the buzz surrounding the break-up.

“Following the rumors of an affair between Cauã Reymond and Isis Valverde, Grazi Massafera has recorded a new commercial for belVita biscuits this week. According to the brand’s PR department, the commercial will be aired at some point this year.”

“Grazi Massafera jokes about her break-up in her new commercial for belVita.”

“The actress mentioned her break-up for the first time in the spot.”

The actress posted an Instagram picture taken during the taping for the belVita commercial.

We ran the new TVC during the commercial breaks of “Stolen Love”, the TV series starred by Cauã and the actress allegedly involved in his break-up with Grazi. Here’s the script:

“Juice, fruit, milk and belVita. What else do you need to have a complete breakfast? Well, nothing.”

After getting the approval of both the client and Grazi, the next step in our activation strategy was to have the actress post a making-of picture on her Instagram. This generated a lot of buzz among her fans and celebrity websites and magazines, and the buzz lasted for a whole month. Then, we strategically ran the commercial twice: first during the commercial break of Brazilian weekly TV show Fantástico (top ratings on Sundays), and then during “Stolen Love”, the series starred by Cauã. After that, broadcast TV was our main activation media, and the commercial ran for 2 months in the brand’s principal markets, as planned.

The campaign had more than 4.3 million views on YouTube and over 115 million impressions on some of Brazil’s top Internet portals.

A two-point increase in market share and a 40% increase in brand awareness

It yielded a 571% increase in sales.