In a recent announcement, BIS, a chocolate brand under Mondelez, unveiled a groundbreaking naming rights deal for the renowned Morumbi Stadium in Brazil. Renamed MorumBIS, this partnership sparked widespread attention across the country, generating buzz in the press and social media.
Unlike traditional naming rights agreements that often replace a stadium’s original name, MorumBIS maintains a playful connection to its heritage while integrating the BIS brand. This unique approach captivated audiences and set a new standard for branding partnerships.
To celebrate this innovative collaboration, the agency DAVID São Paulo, known for its work with Mondelez brands, crafted a humorous campaign filled with witty puns. The campaign humorously explores the creative process behind the MorumBIS concept, highlighting the meticulous efforts of the Corporate Department of Cheeky Puns.
The campaign spotlights the meticulous process of selecting the perfect puns to represent the BIS brand’s integration with the stadium. From “BIS-cycles” to “BIS-tro” and “O-BIS-tetricians,” each pun reflects the team’s dedication to infusing BIS into every aspect of the stadium’s identity.
The “Origin of MorumBIS” campaign aims to convey the joy and excitement associated with BIS chocolate during memorable moments, such as sporting events, concerts, and gatherings with friends and family. Alvaro Garcia, VP of Marketing at Mondelēz Brasil, emphasizes the brand’s commitment to creating unforgettable experiences with BIS.
Despite the lighthearted tone of the campaign, Fabrício Pretto, Executive Creative Director at DAVID São Paulo, emphasizes the seriousness and strategic intent behind the MorumBIS partnership. The campaign underscores the brand’s dedication to creating meaningful connections with consumers through innovative and engaging initiatives.
In summary, the “Origin of MorumBIS” campaign showcases the creative synergy between BIS and Mondelez Brazil, exemplifying a bold approach to branding and sponsorship. With its clever puns and strategic messaging, the campaign reinforces the enduring appeal of BIS chocolate and its integration into the fabric of Brazilian culture and entertainment.
