A pioneer in the vegetable milk category, AdeS spent a decade in constant growth before starting to question soy seed due to the rise of debates about transgenic foods and the dangers of being genetically modified. To make matters worse, in mid-2013 we faced 2 scandals involving consumers: the presence of foreign bodies in its packaging and a major recall on a batch containing caustic soda, causing the public to become suspicious and boycott AdeS. In this way, the brand became shy and silenced, along with it, the soy milk category in Brazil.
The launch of new products in 2018 was an opportunity to regain the trust of Brazilians and try to lead in a new category of plant-based beverages. In addition to consumers' distrust of the brand, it had to face competition with greater investment power, niche consumption of vegetable milk in the country and the emotional connection that Brazilians have with cow's milk.
To combat this scenario, AdeS was inspired by seeds as the most concentrated form of nature's power. If a seed is capable of growing giant trees, lif and endless nutrients, the power of the seeds could awaken the power within one. So, with this insight, we bring the emotional value of nutrition into the discussion, much more than just rational arguments about the benefits, while debunking any myths about seed drinks and encouraging the pursuit of a healthier life.
The communication, which places nature at the center of the strategy, had a potential audience of 25 million people, even with a very limited budget. For this, AdeS built a strong strategy for mobile, capable of reaching different groups of consumers that brought the best Brand Lift in history, above the average in Latin America and the entire category, in addition to increasing brand value and sales volume of the semester's milk portfolio.