Devoradores
Bauducco®
2026
Agency
March
Ampfy
Challenge
The Problem
Launch Bauducco® & Netflix as more than a licensed product line, transforming the partnership into an entertainment experience that could build a new consumption occasion.
Most entertainment collaborations rely on licensed content. Bauducco® needed a proprietary platform that could outlive individual Netflix titles.
The Insight
Idea
People no longer simply watch content. Fandoms devour it.
Instead of building the partnership around Netflix titles, we created "Devoradores com Gosto"- a proprietary entertainment platform where snacks became protagonists of original stories inspired by Netflix genres.
AI enabled the creation of fictional universes that felt instantly recognizable without referencing specific IPs, allowing the concept to scale across creators, social, OOH, Netflix and retail.
Results
My Role
Business Impact
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Delivered double-digit category growth while maintaining market leadership.
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Expanded Bauducco® into a new category and generated incremental growth for the coated biscuits portfolio.
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Campaign goals achieved with only 85% of the planned media budget.
I developed the strategic foundation of the platform by researching fandom behaviors, entertainment trends and cultural rituals to identify the intersection between streaming and snacking.
These insights helped shape the "Devoradores com Gosto" platform, defining its strategic territory and guiding the creative development across channels.
