The legal dispute between Larissa and her parents made waves across Brazil. The parents' abusive control over their daughter's money became a topic on celebrity shows, trended on Twitter, and made headlines in the country's major news portals.

How could BK playfully enter this topic? With all Brazilians eagerly awaiting Larissa's response but the influencer choosing to step back from social media, Burger King seized the opportunity. The brand turned her first public appearance into a commercial.

To meet the country's expectations, Larissa finally broke her silence. Instead of discussing the legal battle, she announced something everyone was also waiting for: the return of the 2for5 deal.

While the whole country was talking about Larissa Manoela, Burger King needed to announce the return of their two-for-$5 deal, BK's most successful promotion.

Despite being an extremely controversial topic, the internet was flooded with memes related to the case, including the fact that Larissa didn't have enough money to buy even a $2 corn on the beach.

That's when the idea came up. Now that Larissa has relinquished her entire fortune and become independent from her parents, she can buy whatever she wants, including our promotion sandwiches. After all, the money was hers.

Although the commercial resonated across all age groups, Burger King had a precise strategy in mind. They aimed at the 18 to 25-year-old demographic, the generation that grew up alongside Larissa Manoela's career. Yet, BK recognized the potential to engage the broader audience that fervently followed the case.

Their strategy involved placing the commercial where the buzz around the case was most prominent. It aired on TV and across Burger King's and Larissa Manoela's social media platforms.

The strategy's remarkable success stemmed from breaking the influencer's silence. Her first public appearance was in BK's commercial, emphasizing that she can indulge in BK's promotion now that she's in control of her finances.

Larissa Manoela finally spoke out following the entire controversy with her parents, delivering her message in a testimonial video. What caught everyone off guard was that she chose Burger King as the setting for this significant statement, focusing on the return of BK's promotion.

The commercial's engaging format and timely topic grabbed widespread attention across social media and television platforms. Burger King's strategic decision to air the commercial during the peak of the nationwide buzz added to its impact.

The commercial quickly became a trending topic on Twitter, ignited conversations on television, and claimed the title of the most-watched Brazilian commercial of the month.

- More than 10 million views only on Instagram.

Source: Loures (Instagram / TikTok / Kwai / YouTube / X)

- US$ 12 million earned media.

Source: Loures (TV/ Instagram / TikTok / Kwai / YouTube / X)

- +28% sales increase versus the classic 2for5.

Source: Internal sales data BK Brazil, September 2023 vs September 2022.

- +19,2 million impressions only on Instagram.

Source: Loures (Instagram / TikTok / Kwai / YouTube / X)

- 12,000 comments.

Source: Loures (Instagram / TikTok / Kwai / YouTube / X)

- +600,000 likes.

Source: Loures (Instagram / TikTok / Kwai / YouTube / X)

- 260 articles about the commercial.

Source: Loures (Instagram / TikTok / Kwai / YouTube / X)

- 3 million Larissa’s new followers.

Source: Loures (Instagram / TikTok / Kwai / YouTube / X)