Caderno de Pesquisa 1

Transcrição

-1-
Research Journal
The Delicia Line
Centro de Memória Bunge
Av.: Maria Coelho Aguiar, 215 Bloco D 5ºandar
Centro Empresarial de São Paulo – Jd. São Luis – São Paulo – SP – Cep.: 05804-900
e-mail: [email protected] / Tel.: 3741-6718
Contents
History
3
Delicia advertising campaigns and promotions
25
Sources
58
Credits
59
2
History
Delicia margarine is proof that even well established products in the market are still
able to undergo renovation. Since it was launched in 1959, by SANBRA* - Sociedade
Algodoeira do Nordeste Brasileiro, Delicia margarine has innovated, introducing
differentiated packages and formulas (texture, color, aroma and salt content) adapted
to the regional preferences of the country.
Production line of Delicia margarine. 1959.
Source: Atualidades Sanbra – Ano XXV – nº109 – October 1993 – p: 12.
Delicia is a milestone in the history of margarines in Brazil because, prior to its launch,
similar products presented a high melting point with the argument that they had to
withstand our hot climate. Consequently, neither the texture nor the flavor pleased
consumers.
Its launch entailed a great deal of work and a lengthy period of research. At the outset
an engineer from the company travelled the world and apprenticed in the best and
most modern margarine and fatty oil plants. On his return to Brazil, the company
managed to produce margarine with the same quality, flavor and consistency as
European products, that is to say light and agreeable in aroma and taste.
But, to ensure that the consumer could have access to the product without the
temperature modifying it, the company took an important and unprecedented step in
its distribution: the use of vehicles thermally insulated with blocks of dry ice.

Consider all company names followed by this symbol as part of Bunge Brazil today.
3
Later, this system was modernized, by adopting trucks with compressors similar to
those used in refrigerators.
Concerned with the quality of its products, SANBRA introduced the consumer to three
more pioneering actions: display of Delicia margarine only at refrigerated points of
sale, control of the dates of manufacture and validity and recall of margarines with
expired dates of validity from sales locations.
Transporting Delicia margarine in special trucks. Decade of sixties.
Source: Sanbra 70 anos - p: 24.
Success was inevitable and its competitors were obliged to reformulate their products,
while Delicia margarine established itself as a quality product at an accessible price,
becoming one of the most traditional brands with the highest consumer recall.
In 1964, Delicia launched a line of reusable packaging in the market – plastic, colorful
pots which could be collected or used to store other products.
Reusable packaging of Delicia margarine. 1964.
Source: Atualidades Sanbra – nº3 – 1969 - capa.
4
In 1972, the margarine was given fresh, thermoformed packaging, which introduced
the Brazilian market to a new concept in manufacturing food products. Untouched by
hand and in a totally aseptic environment, the product was packaged in tubs with
exclusive properties: tamper-proof, an easy-to-remove lid and user-friendly. The new
CMB
packaging pleased consumers and, from the very beginning, outsold all the others.
Thermoformed packages of Delicia margarine. 1972.
Source: Atualidades Sanbra – nº3 – 1969 - cover.
In 1973 Delicia margarine was redesigned and the name was written in stylized
graphics. Packaging continued in can, tablet, pot and thermoformed versions.
Source: Images: Centro Memoria\Imagens CMB\AA - Produtos Bunge\Anuncios Bunge
Alimentos\Margarina Delicia\Decade of 1970
Contents: Revista Atualidades Sanbra ano 1973 nº34
5
In the decade of the seventies still, SANBRA promoted the relaunch of Delicia
margarine, in a Cremosa version. Acceptance was high, and it was once again
projected to a level of excellence in the market.
Relaunch of Delicia Margarine, Cremosa Version. 1976.
Source: Sanbra 70 anos - p: 35.
In 1984, after two years of research in several regions of the country and a strong
advertising campaign, Delicia margarine was relaunched nationwide with fresh
packaging and a new formula. The new packaging was in keeping with studies that
identified the consumer’s preference for the theme of “nature” as an illustration, since
it implies healthy living and purity. Sales were begun in tubs of 250g and 500g, with
and without salt.
Relaunching of Delicia Cremosa. 1984.
Source: Atualidades Sanbra
Ano XVII– Julho 1984 – n.º81 – p: 4.
In the decade of the nineties, the brand became even better known, thanks to more
aggressive attitudes by SANBRA.
In 1991, Delicia Cremosa margarine launched promotional campaigns that were
unprecedented and ahead of their time: “Oh! Que Delicia de Vida”, versions I and II.
These promotions propelled the brand into a dispute for market leadership, distributing
prizes of lifetime pension plans and houses in any part of the national territory. The
campaign reached memorable levels of popular acceptance, and was one of Delicia
Cremosa’s great success stories.
6
Delicia Cremosa Packaging; 1990.
Archives: Fundo Departamento de Comunicação e
Relações Públicas
Delicia Cremosa Margarine package. 1991.
Source: Atualidades Sanbra
SANBRA– Ano V – nº15 – Outubro 1993 – p: 12.
In 1992, while still basking in the after-effects of the last campaign, Delicia Diet was
launched with 50% less calories than traditional margarines, 35% less calories than
vegetable creams and 40% less fats. The package drew attention to the fact that it
contained fewer calories, making use of white and cream colors. Its launch shook the
market up. There were accusations on the part of Anvisa (Health Surveillance Agency)
as to whether or not the product was really diet. The margarine was withdrawn from
the market in several towns around the country.
Launch of Delicia Diet margarine. 1992.
Archives: Fundo Departamento de Comunicação e Relações Públicas SANBRA.
After a number of studies and surveys, Delicia Diet margarine was relaunched in 1993
with a fresh formula, campaign and packaging. It was the new Delicia Light.
Delicia Light Margarine. 1993.
Archives: Fundo Departamento de Comunicação e Relações Públicas SANBRA.
7
The same year, another campaign was announced with new promotions. SANBRA, the
first in the margarine market to introduce high value prizes, changed its promotional
system this year to stimulate the consumer. In this promotion, if the consumer found
a gift voucher inside the product he automatically won and, with a coupon, he was also
included in the drawing of one house a month.
A special series was launched with revamped packaging, the principal picture of which
was a country-style house and a highlighted slogan “More than tasty, Delicia”.
Promotional Campaign. 1993.
Archives: Fundo Departamento de Comunicação e Relações Públicas SANBRA
The year of 1994 signaled new market strategies for Delicia Cremosa margarine.
Totally reformulated, it was adapted to regional habits and the packaging was
redesigned. A new, lighter recipe came to be sold in the South and Southeast regions
of the country. The old one continued to be distributed in the North and Northeast
regions. All of this was founded on regional surveys throughout the national territory.
The new packaging graphically exploited the creaminess of the product with horizontal
lines which suggested passing a knife over the margarine. The new layout enabled the
space reserved for the logomark to be increased.
Consumers received the product at home, duly chilled in tubs of 50g, and a
promotional flyer which gave information on the alterations to the product, reminding
them that “Delicia is tastier”. This was the first time that a sampling action enjoyed
such wide-reaching geographical coverage. As a result, sales jumped nearly 12.5%.
8
New Delicia Cremosa. 1994.
In 1995, Santista Alimentos* increased the product line of the Delicia brand with the
nationwide launch of Delicia Forno & Fogão, designed for culinary use. The product
was presented in a sophisticated package containing 4 tablets of 100g with large
photos of cakes and highlighting the logomark. Together with the new product, the
company launched a promotion of International Recipes, distributing four types of
leaflet – French, Italian, German and American cooking.
Launch of Delicia Forno & Fogão margarine. 1995.
Archives: Coleção Marketing Santista Alimentos
Delicia margarine acquired a new version in 1996, with the arrival of Delicia Manty. At
its launch, in 1994, it was just Manty, the first “blend” in Brazil, a product with the
flavor and freshness of butter, but the creaminess and practicality of margarine. Its
packaging was revamped with a new design, rectangular, in blue and red colors,
conveying sophistication, modernity, quality and the appeal of a differentiated product.
It was elected the “Launch of the Year” by the Parana Supermarket Association and
received the Golden Cart trophy.
Manty Packaging. 1994
Delicia Manty Packaging. 1996
Jornal Mural 1996
9
In 1996, Delicia Cremosa was relaunched with a fresh taste and new package, more
colorful and vibrant than the previous ones. A new campaign was run with
commercials showing that, even with your eyes blindfolded, you could tell its
difference from the others: “Crazier than this ad is someone who doesn´t try it”.
New packages from the line of Delicia margarines. 1996
Source: Alimentos Processados Vol. 16 – n.º 9 – Setembro 1997 – p: 36.
In the year of 1998, the campaign of Delicia Cremosa margarine focused on women.
With the slogan “Delicia: made for one of the most special women in this country –
you”, the campaign achieved its objective, that is to say, the public responded
immediately. Participation of women consumers through a toll-free number totaled
430 thousand calls, through which they gave suggestions and opinions about the
product.
In 1999, the Delicia brand – in Cremosa, Light and Forno & Fogão versions – got new
packaging, white in color, associated with cleanliness and hygiene. The logo and the
design, although unchanged, were softened. To mark the launch of this new
packaging, another promotion was created: “What a Delicia of Doubt.”
New visuals of Delicia. 1999.
Source: Em Foco – Ano I – nº8 – Agosto 1999 – p:3
10
In the same year, Santista Alimentos* expanded the Delicia brand with the launching
of a new category of products: cream cheese in conventional and light versions.
New product line of the Delicia brand. 11/1999.
Source: Meio & Mensagem – 22/11/1999 – p:23.
In April/May of 2000, the Delicia line hit the market with modifications to the
CMB
formula (tastier) and with new, modern, eye-catching packaging.
New Delicia Line. April/May 2000.
All of this restructuring was decided after a series of surveys made since September
1999.
According to data from Escala Pesquisa de Mercado Ltda., after home testing of the
product and the packaging made in the markets of São Paulo (SP), Recife (PE) and
Campina Grande (PB), this launch started out with the public’s approval (the survey
was made with only women consumers):

90% of the interviewees were going to buy the new Delicia

The new Delicia tied with Qualy for overall preference

Delicia was as tasty as Qualy

Delicia was the preferred brand among consumers in the Northeast
11

85% of those interviewed thought the packages of the Delicia line were the
most innovative on the market

84% stated that the packaging gave the impression of a reliable product of
good quality

83% stated that they would like to try the product

81% stated that the product was more eye-catching at the point of sale.
In April 2001, Delicia launched the promotion “My house is a Delicia” and raffled 4
houses for consumers throughout all of Brazil. The consumers sent in lids with the
barcodes of Delicia Cremosa, Light or Forno & Fogão by mail or accessed the website
on the internet. For further information on the promotion, a toll-free number was
made available. Besides this, the promotion was announced on SBT’s Domingo Legal
program, presented by Gugu.
My House is a Delicia Promotion.
Source: Jornal Mural - Abril/2001
In the same year, Delicia margarine came out with 1 kg in a square tub, which
completed the entire line. The Forno & Fogão packages also came with new recipes.
Furthermore, the site for margarine was revamped.
New packages of Delicia Margarine 2001.
Source: Em Foco – Ano III – nº27 – Setembro 2001 – p: 2
12
In the year of 2001, the Recife newspaper Jornal do Comércio made a survey among
consumers to find out which margarine they preferred and, for the 4th time running,
Delicia margarine came in first with the highest recall.
The year of 2002 brought the slogan “Delicia, delicious as always”. With an innovative
concept for the segment, the campaign emphasized that in a world where everything
changes all the time, it is great to be able to count on the good things that are always
there, those real things in life like Delicia margarine. The packaging was modernized
and new recipes were created for Delicia Forno & Fogão.
Delicia, delicious as always; 2002
Source: Images: Centro Memoria\Atendimento Pesquisa\Cadernos de
Pesquisa\Delicia\Imagens_Delicia\2002
Contents: Revista Em Foco nº33 março de 2002 - página 01
In January 2003, Delicia margarine began to sponsor mass audience programs on the
Globo TV network such as “A Casa das Sete Mulheres”, “Vídeo Show”, “Vale a pena ver
de novo” and “O Cravo e a Rosa”.
In 2003, the New Delicia Cremosa and Delicia Light were introduced and another
newcomer was the launch of the Delicia Sabores line: in the versions Garlic and Olive
Oil. Along with the new visuals came new lids, much more modern and striking. The
color on the edges helped identify them on the shelves and even made it easy to pick
the flavor.
New packages of Delicia Margarine 2003.
13
To add to the well-received versions of Garlic and Olive Oil, in 2004 the line of Delicia
Sabores got two new versions: Roast Onion and Fine Herbs. These versions
imparted more flavor to the food and were ideal for preparing and putting the finishing
touches on dishes, canapés and aperitifs.
New Delicia Sabores 2004.
The versions of Roast Onion and Fine Herbs were exclusive to Delicia in the market
and the only ones with pieces of onion and herbs, which even when submitted to high
temperatures did not lose their flavor.
Complete Delicia Margarine Line 2004.
In April 2004 Bunge Alimentos* launched Delicia mayonnaise in jars of 250g, 500g
and in a tube. And in November of this year Bunge Alimentos launched the promotion
“What a Delicia of a recipe”, the goal of which was to convince the consumer of the
deliciously different flavor level of Delicia mayonnaise. The campaign occupied slots in
November and December in the television programs “Note e Anote” and “Sônia &
Você”, on the Record TV network. The presenters prepared recipes composed of
Delicia mayonnaise. A competition was also held which awarded prizes, with kits of
products and free gifts, to the three best recipes sent in by consumers.
Delicia Mayonnaise Packaging;2004.
Source: Col.Bun.Ali. Dg.I 145
14
As of March 2005, Delicia mayonnaise renovated its appearance. A modern,
more eye-catching packaging at the point of sale was produced, reflecting a fresh
proposal of the product’s visual communication with an increasingly more demanding
consumer.
Renovated packaging of Delicia Mayonnaise; 2005.
Source: Col.Bun.Ali.Dg.I.143
Along with its new packaging, Delicia mayonnaise acquired a differentiated flavor and
a communications campaign in the national media with an eye on market leadership.
The challenge was to convey the message that Delicia mayonnaise was, in fact
synonymous with flavor, different from all the other mayonnaises to be found in the
market. And moreover, as the campaign slogan said; “The new flavor of mayonnaise”.
In an effort to present all of this in a surprising, unprecedented way and with a light
touch of humor, Bunge Alimentos, with help from Pixar, created the character
Monsieur Deli.
Monsieur Deli arose from the quest for a truly memorable icon for the brand and one
which could convey all the sensorial pleasure that Delicia had to offer. It was no
coincidence that he was French and that mayonnaise, after all, first appeared in France
in 1756. The spokesman of the Delicia flavor was created with the most sophisticated
animation technology available on the world market. Over 80 professionals, in a
consortium of three national producers of animation, were directly involved with the
amiable Monsieur Deli’s 30 seconds of fame on television, the duration of the Delicia
commercial.
15
This was the first Brazilian animated advertising production to use technological
resources licensed by Pixar, an associated company of the Disney group, responsible
for some of the global animated successes such as Toy Story, A Bug’s Life and Finding
Nemo.
New spokesman for the Delicia brand, Monsieur Deli.
Source: Planeta Bunge No.29 – 05.2005.
In 2005, Delicia margarine revamped its appearance with more modern visuals and
expanded its line with the unprecedented flavors of Apple and Cinnamon,
Provolone, Mila seed (which is now a part of this family) and also a Culinary
margarine with an Olive Oil flavor, available in a version of 4 tablets of 100g each. As
well as these newcomers, starting this year the entire line of Delicia Margarines
presented 0% trans fats, thus helping to maintain healthy levels of cholesterol.
Col.Bun.Ali. DgT.01
16
In October 2005 Bunge Alimentos innovated in the communication of Delicia
margarine: it installed an outdoor ad, the first of its kind in Brazil, with a moving
three-dimensional image and aroma. In it, Monsieur Deli is shown spreading
margarine on bread, alongside a replica of the product. The first was launched at the
Oktoberfest in the town of Blumenau, SC.
Bunge Alimentos innovates and develops outdoor ad with aroma; 2005
Source: Col. Com. Bun. Dg. T.70.
The Delicia brand’s repositioning campaign won one of the most important prizes in
Brazilian advertising, the “Excellence in Marketing” award, presented by the Brazilian
Association of Marketing & Business. The award-giving ceremony was held on the 25th
of November 2005 in Rio de Janeiro (RJ).
Bunge Alimentos went to Spain to look for a superior quality olive oil-based product.
The result of this meticulous search was Delicia oil, launched in the market of São
Paulo in February of 2006.
Delicia olive oil arrived on the Brazilian consumer market backed by one of the most
traditional brands of products from Bunge Alimentos. It was a perfect partnership
between the quality of oil made in Spain and the tradition of the Delicia brand. The
campaign adopted the concept: “Of Spanish origin. In Brazil for Delicia.”
17
Delicia olive oil was sold in tins of 200 to 500ml, and the extra virgin version in glass
bottles and tins of 500g ml.
Bunge Alimentos lends its name to pure Spanish olive oil; 2006
Source: Images: Centro Memoria\Imagens CMB\AA - Produtos Bunge\Embalagens
Alimentos\AA_Consumo\Linha Delicia\Delicia Azeite\Mockups
Contents: Revista Planeta Bunge nº39 março de 2006 - página 10
You have to innovate to be the leader. That is what a competitive market like that of
margarine teaches you. For this reason, Bunge Alimentos took the decision once again
to launch two new flavors for the already traditional line Delicia Sabores: Delicia
Turkey Breast and Delicia Brigadeiro. The new products arrived on the market in
order to reassert the Delicia brand’s reputation as a “specialist in flavors”.
Much more than just a market differential, the newcomers to the Delicia brand – which
was already sold in the flavors of garlic and provolone, as well as the traditional
Mila Delicia, Delicia Cremosa and Delicia Light – emphasized the audacity of Bunge
Alimentos in the segment of flavors. Many surveys and consumer trials were made to
get to the ideal creaminess, aroma and flavors for Delicia Turkey Breast and
Brigadeiro. Delicia Turkey Breast followed market trends in other categories such
as fast food, pâtés and snacks. Delicia Brigadeiro was already an excellent option for
all those who liked a chocolate flavor.
18
Another action was the launch of Delicia Manteiga, which contained 50% butter and
50% margarine in its formula. The product realized the consumer’s desire to eat
margarine, but also cannot do without the taste of butter.
Bunge launches new flavors of margarine; 2006
Alimentos\AA_Consumo\Linha Delicia\25.09.06
Contents: Revista Planeta Bunge nº45 setembro de 2006 - página 08 e 09
Bunge Alimentos refurbished the packaging of the line of Delicia Cremosa, Light and
Mila margarines. They received brighter, modern colors, making it easier to identify
the product.
The purpose was to create greater impact on supermarket shelves and distinguish
them from the competition.
Besides this, pictures of healthy, happy people were
added to the Delicia packages, building stronger identification on the part of the
consumer with the brand.
Revamping the packaging makes it more visible at the point of sale; 2006
Alimentos\AA_Consumo\Linha Delicia\25.09.06
Contents: Revista Planeta Bunge nº45 setembro de 2006 - página 08 e 09
Delicia Olive Oil received acknowledgment from ABMN (Brazilian Association of
Marketing & Business). The case “Success straight from Spain to Brazil” was the
19
winner of the 34th edition of the Marketing Highlights Award, in the Product category.
The awards were presented in Rio de Janeiro on the 1st of December 2006.
The campaign’s challenge was to show customers and consumers the perfect
combination between the best origin and the best oil made in the world, Spanish,
linked with the tradition of the Delicia brand.
In August of 2007, Delicia Sabores launched another flavor of margarine: tomato
with basil. For the consumer, the change was the identification of each flavor with a
certain moment in the day: Delicia Turkey Breast suggesting a snack; the milk
chocolate flavor just right for playtime; the garlic flavor going well with an aperitif;
and tomato with basil at pleasant moments during happy hour. The formula of
Delicia Brigadeiro was also modified and the product came to be known as Delicia
Milk Chocolate.
New products come on the market; 2007
Alimentos\Relancamento marcas 2007\Mockups Digitais - jpg HIGH\margarinas
Contents: Revista Planeta Bunge nº56 agosto de 2007 - página 14 e 15
In line with the changes, the packaging of all consumer products underwent a
makeover in 2007. The idea was to innovate, offering more options and meeting the
needs of Brazilian customers and consumers. The novelties were accompanied by
actions in the media (TV, radio and magazines) as from the month of September this
year.
The packages overturned the design paradigm for vegetable oils, margarine and
mayonnaise, starting with brighter, more up-to-date colors to facilitate identification of
the product at the point of sale.
Information on the labels (nutritional, ingredients, origin, expiry date and lot number)
was made more visible, to stress the visual appeal to purchase. They were packages
which had attitude and personality, yet did not lose the essence and tradition of the
Bunge brand of product.
20
New products come on the market; 2007
Alimentos\Relancamento marcas 2007\Mockups Digitais - jpg HIGH\margarinas
Contents: Revista Planeta Bunge nº56 agosto de 2007 - página 14 e 15
In 2008 upon detecting a market trend for higher added value products, Bunge
challenged its Research & Development area to produce “the best margarine in the
market”. After months of research and blind testing (when the consumer experiments
and gives opinions on a product without knowing the brand), they reached a winning
formula, which was superior in every aspect to the competition’s products taking part
in the test: the new Delicia Supreme.
Extra-delicious novelty; 2008
Source: Images: Centro Memoria\Imagens CMB\AA - Produtos Bunge\Embalagens Alimentos\
AA_Consumo\Linha Delicia\Supreme
Contents: Revista Planeta Bunge nº68 agosto de 2008 - página 08
An extra tasty margarine, with unbeatable creaminess and culinary performance
equivalent to those specialized versions for cooking, or in other words, superior to
traditional margarines. Confidence in the performance of the product was so high that
the launch strategy was strongly concentrated on its experimentation. Actions got
started in August in the State of São Paulo and were gradually extended to other
regions in Brazil.
21
Positioning of the consumer brands
Research conducted by the Research International Institute identified a very significant
degree of recall and stimulated familiarity with some of the Bunge brands. The Cyclus
brand and its products, for example, which had only been created in 2004 and had
their communication efforts concentrated in the South of the country, were already
enjoying considerable recall with consumers.
Delicia: 94%
Primor: 91%
Soya: 91%
Cyclus: 20%;
Salada: 65%
The results of the survey were obtained through interviews held annually in the towns
of São Paulo, Rio de Janeiro, Belo Horizonte, Salvador, Recife, Fortaleza, Porto Alegre
and Curitiba. Around 1500 people participated in the interviews and answered
questions about certain categories and mother-brands.
The survey also helped to identify how many people who knew the product were trying
it, as well as how many of those who tried it were using it on a regular basis. These
data helped to identify how effective the communication was and how convincing the
products were. Other analyses extracted from this survey were the image and
positioning
of
the
brands,
ways
and
occasions
of
consumption,
recall
from
communication, and the tendencies of consumption to rise or fall.
Contents: Revista Planeta Bunge nº71 novembro de 2008 - página 12
http://www.delicia.com.br/site/content/home/default.aspx. Access: 11th of May 2010.
22
The curious history of margarine and the role of Bunge
Margarine has a curious history. It was invented by a French chemist Hipollyte MègeMouriés, in 1869, in a contest promoted by the emperor Napoleon III, who wanted an
industrial substitute for butter, an expensive item which was difficult to find at that
time. Initially accepted with restrictions, margarine ended up becoming a basic food
during the long years of conflicts in which Europe was immersed, with the FrancoPrussian war and later with the two Great Wars.
The first margarine in a package was sold by the North American company Jelke, in
1890. The first margarine produced by Bunge Alimentos was Delicia in 1959.
In Brazil consumer acceptance of margarine was relatively slow, since the product
arrived with a certain negative aura in the post-war years, when it was distributed on
a large scale to the European population as a substitute for butter. Furthermore, prior
to the launch of Delicia margarine, similar products manufactured by SANBRA’s
competitors (at that time they were Anderson Clayton and Matarazzo) had a high
melting point, based on the argument that they had to withstand our hot climate.
Consequently the texture and flavor of the margarine did not please consumers. And
Brazilians’ traditional good humor ended up calling the old margarines “cart grease”.
As can be seen, the image of margarine was terrible.
In spite of all these problems Delicia margarine soon established itself as a quality
product at an accessible price and began to conquer the market. And within a few
years, backed by an outstanding advertising campaign, Delicia would be become a
national craze (or “coqueluche nacional” as the good jargon of the period called it).
Just that this change in the consumers’ opinion was not for free. The launch of
“Delicia” entailed a great deal of work and a lengthy period of research.
Initially an engineer from SANBRA travelled the world and apprenticed in the most
modern margarine and fatty oil plants of Germany, Denmark, Sweden, England and
the United States. For six months he was able to take in all possible know-how of
processes and products. Upon his return to the plant in Tatuape, the same system of
work was introduced, resulting in margarine of the same quality, taste and consistency
as the European products.
23
Besides this, Delicia margarine was launched with a new and revolutionary concept of
the product, already introduced into Europe: a light margarine pleasant to smell and
taste, melting easily in the mouth. In other words, a substitute to equal butter. But to
guarantee that the consumer would get a product of good quality which would not
suffer from the heat, SANBRA took another important step: it organized the
distribution of Delicia margarine by using thermally insulated vehicles which had
blocks of dry ice.
Later this system was modernized, adopting trucks which had
compressors, similar to those found in refrigerators.
The endeavor to get constantly closer to the consumer induced SANBRA to take three
pioneering actions: to display Delicia margarine only at refrigerated points of sale, to
control the dates of manufacture and validity and to recall expired margarine from
sales locations.
The success of Delicia margarine was such that the competition found itself obliged to
reformulate its products.
From then on, the concept of margarine changed in Brazil. From “cart grease” it
became one of the choice foods at the breakfast table and in sandwiches. And its
consumption grew amazingly, reaching 350 thousand tons a year. A success which
SANBRA could, with pride, take the credit for, thanks to its pioneer actions in search of
better and better products, with deep respect for the wishes of consumers.
Contents: Revista Planeta Bunge nº71 novembro de 2008 - página 19
24
Advertising campaigns and promotions of Delicia
1967
Advertisement: The campaign emphasized the aspect of taste, which as the name
implies is “Delicia”. It was produced using the POP-ART technique, in the style of
cartoons, which at that time was considered one of the most modern. So-called
“sonograms” were used in the ads: NHAC (representing the act of chewing) and
VUUUPT.
Slogan: “It’s more than tasty”.
CMB
CMB
Vehicles: Announcements in the main magazines, TV commercials.
Source: Família Sanbra – n.º 14 – Maio/Junho 1967 – p: 6
1969
Event: 1st Children’s Fair in Presidente Prudente (SP) – sponsored by SANBRA*.
Contest: Posters.
CMB
Prize: 1 year of SANBRA products.
Source: Atualidades Sanbra – nº8 – 1969 –p: 17.
25
1970
Promotion: Delicia and Primor Margarines.
Prizes: Cars, motorcycles, bicycles, electrical appliances, jewelry.
Slogan: “Olê, Olá”.
CMB
Actor: Grande Otelo.
Source: Atualidades Sanbra – n.º 11 – 1969 – contracapa.
1976/77
Advertisement: Delicia Cremosa – traditional film, focusing on the statement of a
family using the new product.
...it’s arrived, it’s arrived, new Delicia Cremooosa...
Slogan: Delicia Cremosa, “The newcomer the family was waiting for”.
Vehicles: TV, Outdoor B and Magazines.
Source: Atualidades Sanbra – Ano X – n.º 57 – Vol. 3 – 1977 – capa.
26
1978
Promotion: June Party at the Playcenter.
Prize: Entrance to the park with discounts of up to 50% – (the consumer had to take
lids from Delicia packaging).
Slogan: “Delicia Cremosa makes it a party”.
Actor: Miele.
CMB
CMB
Vehicle: TV.
1978
Promotion: Hanna Barbera Cartoons – each tub of Delicia Cremosa margarine had
one of the characters stamped on it: Capitão Caverna, Tutu-Barão, Elefantástico, Lula
Lelé, Formiga Atômica and Rabugento.
Prize: The packages themselves to collect and play with.
CMB
Vehicle: TV.
Source: Atualidades Sanbra – n.º 63 – 1978 – contra capa
1978 – Hanna Barbera Productions, Inc.
27
1979
Promotion: Formula I toy cars – Special cartridges for this promotion: 1st - 2 tubs of
250g and with them, 1 toy car and 1 card with the numbers and team stickers to be
used; 2nd - 2 tubs of 500g and instead of 1, 2 toy cars and their respective stickers.
Prize: Formula I toy cars, with sets of adhesives to decorate them, with a total of 10
different teams.
Slogan: “Pass everybody with Delicia”.
Actor: Paulo Silvino.
CMB
Vehicles: TV, ads in kids’ magazines and posters at points of sale.
Source: Sanbrino – Ano 15 – n.º 438 - Janeiro/Fevereiro 1979 – p:6.
28
1979
Advertisement: “The incredible Delicia factory”. The factory showed a production line
of various products such as bread, toast, biscuits and so on.
Slogan: “Spread it, spread it well, spread it without a break...”
Actors: Cast from the program “Planeta dos Homens”, from the Globo TV Network.
Vehicles: TV and Magazines.
Observations: The campaign generated complete empathy with consumers and
presented a high level of recall.
Curiosities: The commercial was recorded on videotape, which made the company
CMB
the first to use this technique as a media for TV, as a substitute for traditional films.
1979
Source: Atualidades Sanbra -nº66 -1979 – p: 14 nº67 -1979 – p: contracapa
Event: Inauguration of the Convention Center in Bahia.
Promotion: McLaren/Formula I – With packages of 250g (4 units) and 500g (2 units)
people were allowed to take photos in a Formula I car.
Acervo Fundo Departamento de Comunicação e
Relações Públicas SANBRA
29
1980
Promotion: Delicia Cremosa - Super Heroes, each package of margarine had a figure
stamped on it: Superman, Batman, Wonder Woman and Aquaman.
This promotion grew out of a previous campaign, run in 1978, with the characters
from the Hanna Barbera cartoons. However the idea to use the super heroes had a
stronger appeal, aiming to attract adolescents as well and not merely young children.
Prize: The packages themselves for a collection.
Vehicles: TV, advertising materials such as displays for gondolas, shelves and
Source: Sanbrino – Ano XVI – n.º 445 – Maio de 1980 – p: 2.
CMB
freezers, as well as posters at points of sale.
1980
Advertisement: Delicia Cremosa – traditional film, focused on the declarations of
skilled professionals such as a carpenter, a baker and a housewife using the product.
Slogan: “Above all, Delicia Cremosa.”
Vehicle: TV.
1981
Advertisement: Super Friends – film with characters for children, focused on the new
promotion of Delicia Cremosa.
Promotion: Super Friends Game – each package of Delicia Cremosa margarine had a
character printed on it: Super Man, Batman, Wonder Woman, etc.
To take part in the promotion, the child had to cut out the seal printed on the package
of Delicia Cremosa and swap it for a board of games at one of the authorized points of
exchange or send it to a specified mailbox.
Prize: Super Friends Game.
Vehicles: TV and posters at points of sale.
30
1982
Advertisement: Delicia Cremosa – traditional film and testimonial, focused on a
family in a natural, domestic setting.
Actors: Fernanda Montenegro and Fernando Torres.
Curiosity: This was the first commercial ad in the career of actress Fernanda
Montenegro, who until then had never accepted to participate in commercials as she
had no affinity whatsoever with the products or companies that invited her. According
to the actress, the decision to take part in the Delicia Cremosa commercial was an
easy one, since this product was close to her daily life.
Vehicle: TV.
Source: Atualidades Sanbra – Ano XV – nº74 – 1982 – capa.
31
1982
Event: “Jangada” sailboat race in Fortaleza, sponsored by Delicia Cremosa
Curiosity: The jangada sponsored by Delicia Cremosa won the competition, in the
“Tabua” category.
Source: Atualidades Sanbra – Ano XV – nº76 – 1982 – p:11.
1984
Advertisement: Based on two ads: “Exchange between women” – showed a
conversation between two friends, at snack-time, when one invites the other to try
Delicia Cremosa margarine “because I’ve already tried it”; “Exchange between
children” – showed two girls at the table. One of them spreads Delicia Cremosa on a
slice of bread and talks to her friend, who just remarks: “I’ve already tried it. You try it
now.”
Slogan: “Deliciously Creamy”.
CMB
Vehicle: TV.
32
1985
Curiosity: 4 commercials were produced by the MPM Agency, entitled “Ônibus”,
“Locutor Delicia”, “Mulher Falando” and “Mulher Sozinha”.
However, neither the Archives of Images and Sound nor the Archives of Manuscripts
from the Memory Center has any record whatsoever of these commercials.
1988
Curiosity: 3 commercials were produced by the MPM Agency, entitled “Cotidiano”,
“Predio” and “Atores”.
However, neither the Archives of Images and Sound nor the Archives of Manuscripts
from the Memory Center has any record whatsoever of these commercials.
1990
Advertisement: Delicia Cremosa, taste it and love it. Commercial which showed
several families, famous or not, having breakfast and pointed out that the day starts
happily with Delicia Cremosa.
Slogan: “Life tastes better with Delicia Cremosa”.
Actors: Paulo Goulart, Nicete Bruno and Bete Goulart.
CMB
Vehicle: TV.
33
1991 (May)
Advertisement: Delicia Cremosa – the campaign was created from the choice of the
actress to the launch strategy and, because the prize was for life, the same actress
was chosen to talk about the promotion when she was young and when she was 30
years older.
Promotion: “Oh, What a Life of Delicia I” (1st phase).
Prize: Lifelong private pension plan, for 15 winners.
Slogan: “What a Life of Delicia”.
Actress: Regina Duarte.
CMB
Vehicles: TV, radio, newspapers and magazines.
1991 (September)
Source: Atualidades Sanbra – Ano XXIII – nº103 –
Agosto 1991 – p:25.
Advertisement: Delicia Cremosa.
Promotion: “Oh, What a Life of Delicia II” (2nd phase).
Prize: As well as the prizes in the previous phase, Delicia Cremosa distributed 1 house
per month anywhere in the country.
Slogan: “Oh, What a Life of Delicia”.
Actress: Regina Duarte.
CMB
Vehicles: TV, radio, newspapers and magazines.
Source: Atualidades Sanbra – Ano XXIII – nº104 – Dezembro 1991 – p: 20 e 21
34
1992
Advertisement: Delicia Diet – “Change to margarine with 50% less calories, before
you husband changes you for two of 25”.
Slogan: “Living well is a more than a tasty option”.
CMB
Vehicle: TV.
1992
Advertisement:
Delicia
Cremosa
–
Comparative
Campaign
with
the
main
competitors: Doriana, Claybom, Bonna and Qualy.
Slogan: “It has got to be more than tasty, it has to be Delicia.”
Vehicle: TV.
CMB
Promotion: Buy two tubs of Delicia, get a free Molho Salsaretti.
Archives: Fundo Departamento de Comunicação e Relações Públicas
SANBRA
35
1993
Advertisement: Delicia Cremosa – “More than tasty”.
Promotion: “More than tasty”, find a gift-voucher, win thousands of prizes.
Prize: From 500g tubs of Delicia Cremosa margarine to bicycles, videogames, coffee
CMB
machines, mini electric ovens, radio-tape recorders and 1 house per month (by
sending in a coupon).
Actor: Diogo Vilella.
Vehicles: TV, newspapers and magazines.
Curiosity: This promotion significantly boosted sales of Delicia Cremosa in comparison
CMB
with months prior to the promotional campaign.
Source: Atualidades Sanbra – Ano V – n.º 14 – May 1993 – p: 26.
36
1994
Advertisement: “Life is not perfect, but it can be a Delicia.” – with 3 commercials.
The campaign focused on the daily life an ordinary family with its everyday details.
This profile was chosen after a number of surveys in which the majority of consumers
observed that margarine commercials portrayed an unrealistic life which was far
removed from the average person.
Slogan: “More than tasty, it’s Delicia”.
Vehicles: TV, radio and tasting locations.
Curiosities: This series of commercials won several prizes and became one of the
CMB
most remembered by consumers.
Source: Jornal Folha de São Paulo - 1994 - page 2.
Promotion: With the purchase of a 13kg bottle of Liquigas, the consumer was given a
New Delicia Cremosa, net weight of 50g. This promotion only occurred in the State of
CMB
Rio Grande do Sul, in the period of July to August 1994.
37
1997
Advertisement: Seven different commercials were produced portraying the daily lives
of several couples and asking why it is difficult to understand women and revealing
that Santista Alimentos has endeavored to understand what women want and do what
they like. The titles of these commercials were: "Women", "Fat", "Ex-girlfriend",
"Undecided", "Hair", "Tomatoes" and "Praise".
Products shown: All of the Delicia line – Cremosa, Light, Manty and Forno & Fogão.
Slogan: “Santista Alimentos. Doing everything to understand women”.
CMB
Vehicles: TV and Magazines.
Archives: Coleção Marketing
Santista Alimentos.
38
1998
Advertisement: Delicia Cremosa – several films were created, featuring seven of the
country’s well-known female personalities, who said what they thought about Delicia
Cremosa margarine.
Slogan: “Delicia: made for one of the most special women in this country – you”.
Actors: Carolina Ferraz, Carla Perez, Ofelia Anunciato, Leda Nagle, Luana Piovani,
Paula (basketball player) and Dona Neuma (one of the founders of the Mangueira
samba school).
Vehicle: TV.
Curiosities: The campaign was a success and women consumers (the target public of
the campaign) gave their opinions on the formula, taste, packaging and ways to use it,
among others, through toll-free calls to a 0800 number (announced in the
CMB
commercials). 430 thousand calls were received.
Source: Em Foco – Ano I – n.º 1 – Agosto 1998 – p: 4.
39
1999
Advertisement: To announce the launch of new packaging for Delicia margarine –the
Cremosa, Light and Forno & Fogão versions – the creation of the campaign “What a
Delicia of a Doubt” presented consumers with a novelty: the chance to choose
between four prize options.
Promotion: “What a Delicia of a Doubt”.
Prize: 1 trip to New York, 1 complete kitchen, 1 year of free supermarket purchases
or 1 complete wardrobe.
Slogan: “What a Delicia of a Doubt”.
Actress: Patricia Pillar.
Vehicles: TV, ads in the magazines Contigo and Caras.
CMB
Source: Em Foco – Ano I – nº8 – Agosto 1999 – page 3
40
2000
Advertisement: Announcing the launch of new packages and a new formula for
Delicia margarine – in Cremosa, Light and Forno & Fogão versions – ample support
material was produced: posters and mini-posters, leaflets, adhesive flyer-holders,
customer approach with tasting, TV media, mobiles, banners, wobblers and plastic to
line gondolas and shelves.
Slogan: “New Delicia, much more than just tasty margarine”.
CMB
CMB
CMB
CMB
CMB
CMB
Vehicles: TV and website in magazine format (www.margarinadelicia.com.br).
41
2002
Advertisement: In the month of April, Delicia margarine brought out 3 commercials
on TV with the slogan: “Delicia, tasty as always”. The commercials recounted, in a
humorous way, the life stories of 4 generations of women between 20 and 80 years
old. The campaign drew attention to the fact that “in a world where everything
changes all the time, it is good to be able to count on the good things of always, those
real things in life, like Delicia margarine”. A new site for the margarine was developed
to complement this new campaign, together with new promotional materials and
tasting locations in over 500 points of sale. The packages were also revamped visually
CMB
and new recipes were prepared for Delicia Forno & Fogão.
New Commercial for Delicia Margarine
Source: Em Foco – Ano II – Março / 2002 – page 1
2004
Advertisement: The Bunge Alimentos website published the questionnaire,
“Besides Delicia, what else is delicious?” in which a space was provided for consumers
to tell about the delicious things in their lives.
Source: www.delicia.com.br
42
2005
Delicia Mayonnaise Campaign: Launched in 2005, the Monsieur Deli commercial
was considered to be an innovation by the public.
Agency: Troop
Slogan: “The New flavor of Mayonnaise”
Delícia Mayonnaise Commercial Col.Bun.Ali. DgT.01
2005
Campaign of the Delicia Margarine Line: Launched in 2005, it was a sequel to the
Delicia mayonnaise campaign proposal, with the character of Monsieur Deli interacting
with actress Cleo Pires. The campaign consisted of material for TV, a jingle for the
radio, outdoor media and magazines.
Agency: Troop
Actress: Cleo Pires
Slogan: “You never tasted so much flavor”
Vehicles: Veja, Caras and Saúde magazines and Globo, SBT, TV Record, Bandeirantes
and Rede 21 networks.
43
Gondola banner and Picture from the commercial starring Cleo Pires.
Source: Col.Bun.Ali. Dg.T.01e Cx.94 P.06 T03.
44
2007
PROMOTION: A new car is a Delicia: Launched in 2007, 10 Ford Ka cars were given
away. In three months the promotion received 172 thousand letters, which allowed for
an expansion in sales and prize-giving for the consumer’s loyalty to Bunge Alimentos
products. To participate in the promotion, two barcodes were required of Bunge
Alimentos products from the brands of Delicia, Salada, Andorinha, Soya, Cyclus and
Primor.
Material: Planeta Bunge Magazine – February 2007 – nº50 – pages 4 and 5.
PROMOTION: A new house with your idol is a Delicia: After the success of the
promotion “A new car is a Delicia”, this new promotion offered the winner a house
valued at R$ 150 thousand and a car, as well as the possibility to choose an idol to
take part in the commemoration, from actors Luigi Barricelli, Humberto Martins and
Marcos Pasquim. The promotion also offered other prizes such as ten plasma TV sets
and 1000 bread machines.
To take part in the promotion, one barcode of Delicia margarine and also one of any
other Bunge product from the brands Delicia, Salada, Andorinha, Soya, Cyclus and
Primor were required.
Material: Planeta Bunge Magazine – March 2007 – nº51 – pages 6 and 7.
45
Campaign of the Delicia Margarine Line: Launched in September 2007. The goal
was to introduce the brand’s new moment to female consumers, the changes to
packaging and the launching of the products Delicia with Butter and the flavored
versions Delicia Happy Hour Tomato with Basil and Delicia Playtime Milk Chocolate.
The commercial was shown in São Paulo (SP). The promotion “Buying is Winning” was
held at more than 100 sales points in the city of São Paulo. With the purchase of two
tubs of Delicia 500g, the consumer won a 2-in-1 photo frame.
Agency: LewLara
Slogan: “It’s better than good. It’s Delicia.”
Vehicles: Radio, TV, newspapers and magazines. As well as actions in fairs, events
and points of sale. The Delicia website, much more dynamic, interactive and easy to
navigate, taught people how to transform their day into a “delicia”.
2008
PROMOTION: Prize-winning Flavor: Delicia margarine launched between the 1st of
October and 31st of December, the promotion “Delicia, a Prize-winning Flavor” gave
away one house and 14 cars. Consumers were able to participate by sending in two
barcodes of Delicia Margarine, as well as answering the key question: What margarine
makes everything better than good?
Material: Planeta Bunge Magazine – October 2008 – nº70 – page 21.
2009
PROMOTION: Prize-winning Flavor: “A Delicia of a promotion”, a success with the
public which exceeded expectations. The promotion “Delicia, a Prize-winning Flavor”
got over 100 thousand people involved throughout Brasil, during the period between
the 1st of October and the 31st of December, and handed out 14 cars and one house.
The winners came from everywhere: three of them in Minas Gerais, one in
Pernambuco, two in Sergipe, another in Parana, two in the Federal District, four in São
Paulo and one more in Goiás. The grand prize-winner was Claudio José Lopes Almeida,
from São Bernardo do Campo, who won the house.
46
PROMOTION: + Flavor in your kitchen: Another promotion dedicated to the
consumer was “Delicia + Flavor in your kitchen”. The initiative, a first at Bunge
Alimentos, was one of the main actions during the first quarter in the marketing sector
and was run in partnership with Tramontina. The offer worked in the following
manner: on purchasing three Delicia margarines (500g) plus R$7.99, the customer
was entitled to an exclusive frying pan. It was sufficient to present the official bill of
sale to a promoter in one of the participating stores and begin collecting the four
models designed for the promotion. The action began in February this year continuing
until the end of March or while the stocks lasted.
The expectations, with this action, were to increase Delicia’s market share in the
participating markets. In February, the action was held in the towns of São Paulo (SP),
Campinas (SP), Ribeirão Preto (SP), Bauru (SP), Belo Horizonte (MG), Brasilia (DF),
Recife (PE) and Curitiba (PR). As of March, it also took place in São Jose dos Campos
(SP), Rio de Janeiro (RJ), Goiânia (GO), Salvador (BA), Fortaleza (CE), Florianopolis
(SC) and Porto Alegre (RS).
Material: Planeta Bunge Magazine – February 2009 – nº74 – page 15
47
Party, houses and TV’s leading men
The promotion “A new house with your Idol is a Delicia” – which began in April and ran
until the end of July, gave away two houses, two parties with the idols of the prizewinners’ choice, and hundreds of juice-makers (home appliance to make fresh juices).
The house winner was able to choose the presence of a celebrity at the prize-giving
party: Henri Castelli, Daniel or Luigi Baricelli. To enter the contest, it was necessary to
send a barcode of any margarine from the Delicia line together with the barcode of
another product from the brands of Delicia, Primor, Soya, Cyclus, Andorinha and
Cocinero to the promotion’s postcode 05973-960, São Paulo/SP, by the 31st of July. In
the letter, the consumer had to include his name, ID, CPF and telephone numbers, full
address and e-mail as well as mention which idol he would like to receive the prize.
Finally he had to reply to the following item: “Mention one of the brands which will be
a “Delicia” to compete for hundreds of prizes”. The draws took place on the 15th of
June and the 21st of August.
Material: Planeta Bunge Magazine – May 2009 – nº77 – page 17
48
Material: Planeta Bunge Magazine – September 2009 – nº 81 – Page 6
49
Material: Planeta Bunge Magazine – September 2009 – nº 81 – Page 7
50
Material: Mural da Bunge Newspaper – 1st of February 2010 – nº120 – page 6
51
Delicia Blind Test
10th of May 2010
BFE Portal
Which is your favorite margarine? The answer to this question was given by nearly
1285 employees in the Plants of Suape (PE), Gaspar (SC), Cenesp and the Moema Mill,
who took part in a Blind Test, on the 5th of May.
The employees had to taste three brands of margarine, without seeing the package.
After that, they filled out a coupon and placed it in an urn, identifying which was the
tastiest.
Delicia Supreme Margarine was the favorite in the employees’ opinion, with 43% of
the votes. Check out the results:
Delicia Supreme 43%
Another brand from the segment 37%
Another brand from the segment 20%
On the 7th, the employees from these Plants participated in a special breakfast, at
which the new campaign of the Delicia Supreme brand was introduced.
Material: Mural da Bunge Newspaper – 10th of May 2010 – nº134 – page 4
52
New Delicia Supreme campaign
10th of May 2010
BFE Portal
During APAS – Management Congress and International Fair of Supermarket Business
-, which was held between the 10th and 13th of May, Bunge launched the new external
campaign of Delicia Supreme margarine. Starring leading men Reynaldo Gianecchini,
Marcio Garcia and Vladimir Brichta, the spotlight fell on the woman, modern,
independent and determined.
“Blind Test”
Programs
. Globo: Tela Quente, Globo Repórter, A Grande Família, Soap Operas of 18hs and
19hs, Mais Você
. Record: Hoje em Dia, Soap Opera of 22hs
. SBT: Tela de Sucessos, Uma Rosa com Amor
. And others
Regions
State of São Paulo, Salvador, Fortaleza, Brasilia, Goiania, Campo Grande, Recife,
Curitiba, Porto Alegre, Blumenau and Florianopolis.
In an effort to always offer Brazilians an excellent product, Bunge commissioned a
series of surveys as well as sensorial tests with consumers, which appraised and
compared sensorial items such as the taste, color, texture of several margarines. In all
the surveys conducted, Delicia Supreme obtained the best appraisals.
53
The end result was a very tasty and creamy margarine with exceptional culinary
performance, which could be used to prepare special dishes and recipes.
As well as the premium product Delicia Supreme, the line of Delicia margarines
consists of Delicia Cremosa, Delicia Mila and Delicia Light.
Material: Mural da Bunge Newspaper 10th of May 2010 – nº134 – page 6
54
Delicia Supreme in the media – second phase
26th of July 2010
BFE Portal
The second phase of the external campaign of Delicia Supreme margarine came on
stream and could be seen in TV commercials.
As in the case of the first one, actors Reynaldo Gianecchini, Márcio Garcia and Vladimir
Brichta participated in this new advertisement. Furthermore it revealed an innovative,
daring approach, dispensing the traditional format and focusing on the modern,
independent female consumer.
About the commercial
In the film, the woman dismisses three celebrities: Márcio Garcia with a bouquet of red
roses in his hand, Vladimir Brichta in just a bathrobe ready for an ofuro and Reynaldo
Gianecchini at a candlelit dinner accompanied by the sound of violins. Instead of them,
she chooses the little bread-man.
“Romantics”
Besides the film, the campaign included materials for points of sale, distributed to
retailers throughout the Country. Since the start of the campaign until now, Bunge has
recorded significant growth in sales.
Networks
Globo, SBT, Record, GNT, Warner e TNT.
Regions
State of São Paulo, Salvador, Fortaleza, Brasília, Goiânia, Campo Grande, Recife,
Curitiba, Porto Alegre, Blumenau and Florianópolis.
55
Material: Mural da Bunge Newspaper – 26th of July 2010 – nº145 – page 4
56
Embanews Brazilian Packaging Awards
Thanks to the launch of promotional packaging which successfully differentiated the
brand of Delicia Supreme at the point of sale, Bunge won the 2010 Roberto
Hiraishi Trophy at the 20th Embanews Brazilian Packaging Awards. The consumer
who bought a box with two of the brand’s margarines won a special package. In order
to honor the winners, the winning products will be displayed on the stand of
Embanews magazine during Brasilplast 2011, from the 9th to 13th of May, in the
Anhembi Exhibition Park in the capital São Paulo.
Material: Nossa Bunge Brasil Magazine year 1 nº 6 February 2011
15th of March, World Consumer Rights Day
Delicia Supreme Margarine paid a special tribute to Bunge employees, also consumers,
by way of a gift enclosed in the Bunge Brasil Magazine.
Shopping List – fridge magnet
Nossa Bunge Brasil Magazine year 1 nº 7 March 2011
57
Sources
Archives of Documents
Atualidades Sanbra: editions from 1968 to 1994.
Informe Bunge Com Você: 2003 to 2008.
Jornal Em Foco: 2001.
Jornal Mural: Aug/2005 to 2011.
Articles in newspapers and magazines: 1992 to 2011.
Annual Reports of Bunge: 1996 and 1997.
Annual Reports of Board of Directors of S.A. Moinho Santista: 1959 to 1992.
Annual Reports of Santista Alimentos: 1994 to 1997.
Planeta Bunge Magazine: 2003 to 2010.
Nossa Bunge Brasil Magazine: 2010 to 2011.
Profile of Sanbra, 70 years – 1993 – p.24.
Archives of Images and Sound
Institutional Films of Sanbra.
Institutional Films of Santista Alimentos.
Films of Advertisements and Promotions of Delicia Margarine.
Iconographic Archives
Slides, Chromes and Photographs.
Archives of Fundo Departamento Assessoria de Comunicação e Relações
Públicas SANBRA
Archives of Coleção Marketing Santista e Bunge Alimentos
58
Credits
Archives of the Bunge Memory Center – Bunge Foundation
Supervision: Bunge Memory Center
Research and Text: Bunge Memory Center Technical Team
1st edition: November 1999
Revised in: March 2011
Avenida Maria Coelho de Aguiar, 215 – Bloco D – 5th floor
Centro Empresarial de São Paulo – Jd. São Luís
05804-900 – São Paulo – SP
Tel.: (55 11) 3741-6718
Fax: (55 11) 3741-4134
[email protected]
www.fundacaobunge.org.br
To get familiar with the Guide to Bunge Memory Center Archives go to the
website www.fundacaobunge.org.br
59

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