The “Reflexos” campaign by eQlibri, launched in Brazil in June 2018, positions the brand as an advocate for deeper, authentic self-reflection beyond surface appearances. Rooted in the confectionery and snacks market, the campaign steps away from traditional product-focused messaging to explore themes of identity and female empowerment, suggesting that true reflections reveal more than what meets the eye. This aligns eQlibri with values of freedom and self-expression, as underscored by the hashtag #SomosTodasLivres (“We are all free”).
From a market strategy perspective, the campaign leverages a narrative format to engage an audience seeking meaningful and socially relevant content, particularly women. By focusing on introspection and the complexities of women’s experiences, the creative angle departs from conventional snack marketing that typically emphasizes taste or indulgence. Instead, it harnesses emotional storytelling to foster a stronger, more resonant brand connection. This approach acknowledges that consumers increasingly value brands that reflect their personal and societal ideals. The single film asset, delivered in Portuguese and viewed nearly 1.2 million times, uses a culturally relevant and contemplative tone to deepen engagement, positioning eQlibri not just as a confectionery choice but as a brand aligned with contemporary conversations about identity and freedom.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This campaign leverages the theme of reflections—literally and metaphorically—to invite women to consider their deeper selves beyond mere physical appearance. The description (“Our reflections go far beyond what we see in the mirror”) and hashtag (#SomosTodasLivres) clearly signal an empathetic focus on identity and self-acceptance. The narrative doesn’t foreground a problem needing a product solution, nor does it rely on product demonstration, symbolism for benefits, or celebrity presence. Instead, it primarily showcases relatable or aspirational profiles of women, encouraging the audience to identify themselves within the portrayed experiences and emotions, making FORMAT#10 the best creative device.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Nestlé – Market Positioning
Nestlé leverages its global heritage and broad portfolio to offer trusted confectionery and snacks with a focus on quality, innovation, and indulgence. It positions itself as a brand combining pleasure with responsibility, emphasizing sustainable sourcing and health-conscious options to appeal to a wide demographic in Brazil.
2. Mondelez International (brands like Lacta, Trident) – Market Positioning
Mondelez positions itself as a leader in fun and joyful snacking, emphasizing emotional connection and moments of happiness. Its Brazilian portfolio, including Lacta chocolate, focuses on rich flavor experiences and local tradition, while also innovating with healthier snacks and convenient formats.
3. Garoto – Market Positioning
As a historic Brazilian brand, Garoto differentiates through strong local cultural resonance and accessible indulgence. It combines nostalgic appeal with affordability, targeting mass-market consumers with familiar, classic confectionery products deeply rooted in Brazilian taste preferences.
4. Pepsico (brands like Doritos, Cheetos) – Market Positioning
Pepsico is positioned as a dynamic snack innovator aiming at younger, energetic consumers. It emphasizes bold flavors and fun packaging, integrating global trends with local flavors to capture active lifestyles and social snacking opportunities in Brazil’s snack market.
5. Arcor – Market Positioning
Arcor stands out by delivering diverse confectionery and snack options with an emphasis on quality and family enjoyment. The brand blends tradition and innovation, focusing on accessible treats with a wide flavor range that appeals to varied Brazilian consumer segments, from children to adults.
Q: What is Reflexos about?
A: Reflexos is a professional campaign created by BETC for the eQlibri brand and launched in Brazil in 2018. This film-based campaign explores the theme of women's identity and self-perception, moving beyond surface-level reflections to address deeper questions of empowerment and authenticity. Rather than focusing on product attributes, Reflexos uses evocative storytelling to invite viewers into a conversation about freedom and self-expression, aligning with the hashtag #SomosTodasLivres. The campaign has resonated widely, amassing significant engagement and positioning eQlibri as a brand with a socially conscious voice in the confectionery and snacks market.
Q: What creative device does Reflexos use?
A: Reflexos employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard's 12-format taxonomy. This creative approach centers on showcasing relatable or aspirational profiles of women, allowing the target audience to see themselves reflected in the campaign’s narrative. Rather than relying on product demonstration, celebrity endorsement, or overt symbolism, Reflexos leverages authentic user imagery to foster identification and emotional resonance. This technique is particularly effective in campaigns aiming to build a deeper, values-driven connection with viewers, as it encourages introspection and personal relevance.
Q: What is the campaign proposition for Reflexos?
A: The campaign proposition for Reflexos positions eQlibri as a champion of authentic self-reflection and female empowerment within the confectionery and snacks category. Targeting women who seek more meaning from brand interactions, the campaign shifts away from traditional product-centric messaging to focus on the complexities of identity and personal freedom. By aligning with the values expressed in #SomosTodasLivres, eQlibri signals its commitment to supporting self-expression and societal progress. This strategy differentiates the brand in a crowded market, appealing to consumers who value brands with a purpose beyond product attributes.
Q: How does Reflexos rank in Clapboard's archive?
A: Reflexos holds a Clapboard Campaign Score of 74/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within its category.
Q: Who are the competitors in eQlibri's category?
A: In the Brazilian confectionery and snacks market, eQlibri competes with several major players. Nestlé leverages its global heritage and broad product range to position itself as a trusted, innovative brand focused on quality and responsible indulgence. Mondelez International, with brands like Lacta and Trident, emphasizes joyful snacking and emotional connection, blending local tradition with innovation. Garoto stands out for its nostalgic appeal and accessibility, deeply rooted in Brazilian culture. Pepsico targets younger, energetic consumers with bold flavors and dynamic branding, while Arcor offers diverse, family-oriented treats that balance tradition and innovation for broad appeal.
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