Rogério Mota
NeuroMarketing | Psicologia do Consumidor
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Communication Strategy - Swee (Unniversity Work)
Problem -> Plant-based = less flavor
Opportunity -> Leisure (hotels, vacations); City life (cafés, coworking spaces)
How -> Swee Summer Experience
Samples
QR Code in the guest’s room
Merchandising
Why - Getting people to taste and see that the ice cream is actually good, challenging the stigma that healthy = bad taste.
Being present in a place where customers feel safe. People tend to stay in hotels when abroad, making it the most familiar space in an unfamiliar environment, which is why it becomes a place of comfort and trust
Merchandising to show that the brand isn't limited to seasonal moments. Since ice cream is strongly associated with summer, the goal is to bring the brand into people's everyday lives year-round
How -> Swee Summer Experience
Samples
QR Code
Food Pairing
Why
Getting people to taste and see that the ice cream is actually good, challenging the stigma that healthy = bad taste
Being present on every table to spark curiosity during the time between ordering and the food being served
Introducing the ice cream as an alternative to the traditional café order, typically a coffee and a savoury snack. Offering an accessible price point as an entry-level option and a first experience with the brand
Impact -> Category Repositioning
Creating New Consumption Moments
Urban Lifestyle Integration
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Communication Strategy - Heinz (Unniversity Work)
PROBLEM -> Ketchup Seen as a Generic Product
OPPORTUNITY -> Cooking - love language
WHAT IS LOVE? -> Concept - To this day, love has never been fully defined. There are tests that can identify your primary love language, but within each language there are countless dialects, expressions and ways of showing how we feel. Love works the same way — and that's exactly what makes it so special and so difficult to replicate, or even explain.
WHAT IS LOVE? -> Concept - Have you ever witnessed that classic loop: "No, I love you more" — "No you don't, I love you more"? But love can't be measured like that. It's not a competition. Love can show up in the smallest gestures or the grandest ones, in the things that cost a fortune or nothing at all, in the ones that take hours or just a second. Love is everywhere — and there's no scale, no ruler, no way to measure it.
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Copywriting Campaign - The North Face
Problem -> Saturated outdoor brand market
Opportunity -> Exploration isn't geographical. It's psychological.
Sucess - “We are what we repeatedly do. Excellence, then, is not an act, but a habit.” - Aristotle
The Decision - In everything in life, there are two choices, stop, accept defeat and give up, or keep going. Even after falling, get back up and choose. Choose to fight for the win, to push forward even when the path ahead isn't clear.
The Hidden - The future is unpredictable. Even with every tool and resource we believe we need to succeed, uncertainty is always there. But we can choose courage, we can choose to embrace the challenge of exploring, to answer the call to push beyond our limits and walk paths no one has ever walked before.
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Marketing Campaign - Netflix
Problem - Drinks are fast and disposable by nature, and Netflix is missing an opportunity to become part of the daily lives of people who either can't find the time to watch or can't afford a subscription.
Opportunity - Creating a new moment where Netflix comes to mind, not just during leisure time at home, but bringing it into other parts of people's daily routines.
Two Formats - Because we believe in conscious choices, our drinks now come in two formats: the iconic aluminium can, perfect for keeping, and the eco- friendly packaging, made from sustainable materials. More options, the same commitment to the planet.
Mystery - Available in packs only, no individual purchases, to preserve the feeling of surprise and mystery.
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Copywriting Campaign - IKEA (Unniversity Work)
Problem -> Disorganisation breeds stress and anxiety
Opportunity -> Turning organisation into emotional comfort
Concept -> Getting people to see IKEA as the solution to the clutter they have in their bedroom, and to the lack of motivation to actually fix it. IKEA steps in as an enabler, in this case through its bed frames where the entire structure sits flush with the floor, not just the legs, preventing clothes from being left underneath and piling up.
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