Much Luckier
Launching a new brand into one of Brazil's most competitive categories — research-led planning, a digital-first campaign and a guerrilla operation for Bem da Sorte.
Context
Bem da Sorte arrived in a nationally competitive market with no established presence. The launch had to build the brand and sell the product at the same time — with digital as the main arena.
Rather than spreading the investment thin, the work relied on a dedicated squad model: research, planning, campaign creation and street-level execution handled as one continuous effort.
The goal was double from day one: create brand presence and drive sales in both physical retail and e-commerce.
Challenge
Launch a product in a nationally competitive market using primarily digital channels — while simultaneously creating brand presence and driving sales in physical retail and e-commerce.
Role
I worked on strategy and planning at iProduce as part of the dedicated launch squad — from the research phase through the campaign key visual and the guerrilla rollout.
Approach
Research before launch
An in-depth research phase mapped the category, the competitive frame and the audience before any creative decision was made.
Plan the whole journey
A complete launch plan connecting brand building, digital presence and sales channels — physical retail and e-commerce treated as one system.
One key visual, one campaign
The campaign KV condensed the brand's idea into a single recognisable asset built to work across every digital touchpoint.
Guerrilla execution
A guerrilla operation took the launch to street level, creating presence and conversation beyond paid media.
Execution
- 01Category and audience research
- 02Complete launch planning
- 03Campaign key visual and launch assets
- 04Guerrilla activation operation
- 05Digital and e-commerce launch support
Outcome
Bem da Sorte entered a crowded national category with a coherent identity and presence across digital, physical retail and e-commerce — a launch built on research and planning rather than improvisation.
Credits
- ClientBem da Sorte
- AgencyiProduce
- Strategy and planningBruno Rothstein
