Americanas launches the ‘Delícia de Férias’ event, the company’s main commercial bet for the third quarter. The campaign, running until the end of July, combines two of the retailer’s most traditional promotional cycles: ‘Show de Chocolate’ and ‘Férias’. The new strategy aims to enhance product offerings through a multi-category, omnichannel event with a strong presence in physical stores and running throughout the entire month of July—unlike other retailers that focus on a single day or week. It features various products, including exclusive industry launches like Nestlé’s lemon-flavored Kit Kat bar and Positivo’s Stitch character tablet, along with a variety of items from categories such as food and beverages, sweets, toys, clothing, and cleaning products, among others, which align with the consumption journeys of Americanas’ over 50 million monthly customers.
The campaign will be divided into two phases: the first focused on selling sweets, snacks, and treats; and the second on toy promotions and back-to-school items, with an emphasis on stationery. Other departments, such as gaming, sports, and leisure, will also feature special prices throughout the event. With this new setup, Americanas has expanded negotiation opportunities with commercial partners, whether through exclusive offers or retail media actions in stores—like the one developed with Mondelez, which secured exclusive visibility for the biscuit and chocolate manufacturer in dozens of the retailer’s locations.
The commercial strategy of ‘Delícia de Férias’ seeks differentiation from the market and unlocking sales potential during key periods. ‘The decision to merge two important events from our calendar into a single campaign reflects our focus on growth, strengthening our presence with the public, and optimizing 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 commercial partners,’ says Thiago Correia, Commercial Director of Americanas.
The campaign will be present in over 1,500 physical stores of the retailer across Brazil, as well as on the app and website of Americanas, offering various purchasing options for customers—including online purchases with in-store pickup and special payment conditions with the brand’s own Cliente .a credit card. Highlighted items include new launches like Nestlé’s lemon-flavored Kit Kat, Ana Maria Strawberry Cake, and the Positivo Stitch Kids Tablet 7, exclusive to physical stores. There are also products like KitKat, BIS Xtra, chocolate boxes, Fini candies, Pringles, and filled cookies, along with items from technology and entertainment categories like the PS5 DualSense controller, Moto G15 smartphone, and Philco 350W speaker.
Campaign – Beyond offers and a robust assortment, the campaign also aims to engage the audience through social media (@americanas), creating interaction opportunities and amplifying brand reach during school vacations, alongside in-store activations in partnership with major entertainment brands. The marketing campaign will peak with a stop-motion film directed by Brazilian animator Thiago Calçado, who helped develop Hollywood hits like ‘Chicken Run 2’ and Guillermo Del Toro’s ‘Pinocchio.’
