Presentear é uma arte
Casa Bauducco®
2025
Agency
December
Ampfy
Challenge
The Problem
Expand Casa Bauducco's role beyond coffee consumption and establish it as a premium gifting destination.
Although Casa Bauducco® offered high-quality products, it was primarily perceived as a coffee shop rather than a destination to buy meaningful gifts - limiting its premium potential during the most important gifting season: Christmas.
The Insight
Idea
For affluent consumers, gifting is a reflection of identity. The value of a premium gift lies not only in the product itself, but in what it communicates about the person giving it: taste, care and intention.
Rather than talking about premium, we made consumers experience it. By connecting Casa Bauducco® to the cultural codes of art, we reframed its products as intentional creations worthy of being gifted, strengthening the brand's premium value perception.
My Role
Results
I led the strategic development of the campaign by synthesizing luxury, gifting and consumer behavior research from WARC, academic literature and cultural references. This investigation uncovered art as a powerful cultural territory to translate Casa Bauducco's superior craftsmanship into perceived value, shaping the brand's premium positioning and guiding the creative direction.
Business Impact
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Double-digit revenue growth (2025 vs. 2024)
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+80% units sold (2025 vs. 2024)
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+2pp increase in affluent consumers (2025 vs. 2024)