Devoradores
Bauducco®
2026
Agency
March
Ampfy
Challenge
The Problem
Strengthen Bauducco’s cultural relevance among younger audiences by transforming a collab into an entertainment-driven platform.
Entertainment collabs had become formulaic. To stand out, Bauducco® and Netflix needed a partnership fans could genuinely participate in — not just consume.
The Insight
Idea
People no longer simply watch content. Fandoms devour it.
Bauducco and Netflix transformed snack consumption into an extension of entertainment culture through “Devoradores com Gosto” — a campaign built around the behavior of binge-watching while snacking.
The strategy merged the language of fandoms and food by “shipping” words from both universes into new expressions such as “pipoclímax”, “brownieverso” and “pipocalipse”, creating a playful vocabulary fans could appropriate and express themselves.
The campaign unfolded across packaging, OOH, TikTok, Netflix Pause Ads and creator content, with Fernanda Souza acting as the bridge between the entertainment and fandom universes.
At the center of the strategy was audience participation: fans co-created content, generated reviews and helped shape the campaign language itself, turning the collab into a living social conversation rather than a traditional branded launch.
Results
My Role
Not yet disclosed.
I led the strategic planning for the campaign, mapping the fandom behaviors, cultural tensions and entertainment language that shaped how Bauducco® could show up as a credible entertainment brand alongside Netflix.
