The Brazilian Sugarcane Industries Association (UNICA) has launched is next phase of its advertising campaign, “Ethanol the Complete Fuel“. The multimedia campaign will primarily run in the state of São Paulo, the ads are designed to reinforce the positive impacts of ethanol on the economy and environment. The communication strategy consists of a 30 second TV commercial, sponsorship of television and radio programs, a striking jingle, online actions and presence in social networks.
“With the resumption of the campaign we want to remind consumers the advantages and benefits of biofuel. Ethanol generates environmental, social gains and promotes economic growth significantly in over a thousand Brazilian municipalities, “said Elizabeth Farina, UNICA president.
When first released in November 2012, the campaign leveraged ethanol sales in the state of São Paulo. In one month of placement sales increased 10%. Last year, the advertising action also aired three other states: Paraná, Goiás and Minas Gerais.
“Right now, the price of ethanol is more advantageous than gasoline for the consumer, ie the 70% parity has already been achieved in some states, yet the demand for the product did not react as expected. This reinforces our diagnosis that direct contact with the public should be constant, “said Farina.