Americanas launches the event ‘Holiday Delight’, the company’s main commercial bet in the third quarter. The action, which runs until the end of July, unifies two of the retailer’s most traditional promotional cycles: ‘Chocolate Show’ and ‘Holidays’. The new strategy aims to maximize product offerings through a multi-category, omnichannel event, with a strong presence in physical stores and activities throughout the entire month of July – unlike other retailers, focusing on a day or a week. There are various products, including exclusive industry launches, such as the Nestlé lemon-flavored Kit Kat bar and the Stitch character tablet from Positivo, as well as a variety of items from categories such as food and beverages, sweets, toys, clothing, and cleaning products, among others, related to the consumption journeys of over 50 million monthly Americanas customers.
The campaign will be divided into two phases: the first focused on the sale of sweets, snacks, and treats; and the second, on toy promotions and back-to-school, focusing on stationery items. Other departments, such as games, sports and recreation, will also have special prices throughout the event. With this new setup, Americanas has expanded negotiation opportunities with commercial partners, either through exclusive offers or retail media actions in stores – like the one developed with Mondelez, which ensured visibility exclusivity for the manufacturer of cookies and chocolates in dozens of retailer units.
The commercial strategy of “Delícia de Férias” seeks differentiation in relation to the market and unlocking sales potential in key periods. “The decision to combine two important events in our calendar into a single action reflects our focus on growth, strengthening our presence with the public, and optimization to offer an even more complete and diverse experience to our consumers. At the same time, we create opportunities that make sense for both customers and business partners”, says Thiago Correia, commercial director of Americanas.
The action will be present in more than 1,500 physical stores of the retailer throughout Brazil, as well as on the app and the Americanas website, offering various purchase options for customers — including online purchase with in-store pickup and special payment conditions with the Cliente .a credit card, brand exclusive. Among the featured items are some new releases such as Kit Kat Nestlé lemon flavor, Ana Maria Strawberry Cupcake, and the Stitch Positivo 7 Kids Tablet, exclusive to physical stores. There are also products like KitKat, BIS Xtra, assorted chocolate boxes, Fini candies, Pringles, and filled cookies, as well as items from technology and entertainment categories, such as the DualSense PS5 controller, Moto G15 smartphone, and Philco 350W speaker.
Campaign – In addition to the offers and robust assortment, the campaign also focuses on engaging with the audience through social media (@americanas), creating interaction opportunities and amplifying the brand’s reach throughout the school holidays, as well as in-store actions in partnership with major entertainment brands. The marketing campaign will feature a highlight on a stop motion film, directed by Brazilian animator Thiago Calçado, who helped develop Hollywood hits like ‘Chicken Run 2’ and ‘Pinocchio’ by Guillermo Del Toro.
