Nestlé's Garoto traditional yellow box was created more than 80 years ago, as the first box of chocolates in Brazil and includes many kinds of bonbons, from beloved classics to bonbons that many hate. That's the case with Caribe. Caribe is a Brazilian banana-filled chocolate known as the last bonbon to be picked from Nestlé's Garoto boxes. An inglorious fame that always yielded memes and comments on social networks.

Caribe is a Brazilian banana-filled chocolate bonbon that carries the inglorious reputation of always being picked last from Nestlé Garoto's assorted box. To change that perception, we were eager to find Caribe's biggest fan. We discovered, through social media listening, someone who was passionate to the point of getting a tattoo on her arm. We created a video surprising this fan with 10kg of candy to be featured on the brand’s social media profile.

We detected a common behavior on social media. While many consider it the worst bonbon in the box, Caribe also has some pretty passionate fans. And these fans love recognition. Caribe’s posts from all the other chocolates in box are usually the most controversial and therefore can make noise. Since Caribe is never going to be an unanimous choise, why not reinforce that?

We found through social listening a fan who had Caribe tattooed on her arm. Upon discovering it, we went in search of this fan to reward this unusual proof of love with 10 kilos of chocolate. We created a video, which was published on May 24, 2022, on the brand's social media profile.

The results were US$ 1 million in earned media and 111% increase* in sales, according to Nielsen Retail Index, considering Caribe’s candy bar average sales growth in the months following the release of the video compared to the previous year. Caribe will never be an unanimous choice, but today it is the brand's best-selling single candy bar, detached from Garoto’s box. Not bad for the one that was always picked last.