Itubaína is a soft drink created in the countryside of the state of São Paulo, Brazil, in 1954. It happened to lose market share on the course of time, and since 2011 it is part of Brasil Kirin’s product portfolio. Brasil Kirin brought us the challenge of reactivating the Itubaína brand in the state of São Paulo. We designed a solution that depended on immediate acceptance and purchase by the audience, with measurable results.

It was an instant hit: even before its launch, the new Itubaína-flavored popsicle by Rochinha was already all over the news, impacting 1.6 million people. When it was launched, people were already waiting for it. And, in three months, all popsicles were sold out. People including opinion makers and celebrities posted photos of the new popsicle on their social networks, accounting for more than 15.000 interactions. And the best part: the launch led to a rise in sales of both Itubaína soft drinks and Rochinha ice creams.