Americanas launches the ‘Delícia de Férias’ (Sweet Holiday Treats) campaign, the company’s main commercial bet for the third quarter. The promotion, which runs until the end of July, combines two of the retailer’s most traditional promotional cycles: ‘Chocolate Show’ and ‘Holidays.’ The new strategy aims to boost 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, which focus on a single day or week. It features various products, including exclusive industry launches such as Nestlé’s lemon-flavored Kit Kat bar and Positivo’s Stitch-themed tablet, along with a variety of items from categories like food and beverages, treats, toys, clothing, and cleaning products, among others—all tailored to the consumption habits of Americanas’ 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 emphasis on stationery. Other departments, such as gaming, sports, and leisure, will also feature special pricing throughout the event. With this new approach, Americanas has expanded business opportunities with commercial partners, whether through exclusive offers or retail media initiatives in stores—like the partnership with Mondelez, which secured exclusive visibility for the biscuit and chocolate manufacturer in dozens of the retailer’s locations.
The ‘Delícia de Férias’ commercial strategy seeks differentiation from competitors and unlocking sales potential during key periods. ‘The decision to merge two major events from our calendar into a single campaign reflects our growth focus, strengthening our relationship with customers, and optimizing to deliver an even more complete and diversified experience. At the same time, we’ve created opportunities that make sense for both customers and business partners,’ says Thiago Correia, Commercial Director of Americanas.
The campaign will be available in over 1,500 Americanas physical stores across Brazil, as well as on the app and website offering various purchasing options—including online orders with in-store pickup and exclusive payment conditions with the Cliente .a credit card, the brand’s proprietary card. Highlighted items include exclusive launches like Nestlé’s lemon Kit Kat, Ana Maria’s Strawberry Cake, and the Positivo Stitch Kids’ Tablet 7, available only in physical stores. Other featured products include KitKat, BIS Xtra, chocolate boxes, Fini candies, Pringles, and filled cookies, alongside tech and entertainment items like the PS5 DualSense controller, Moto G15 smartphone, and Philco 350W speaker.
Campaign — In addition to deals and a robust assortment, the campaign also focuses on audience engagement through social media (@americanas), creating interaction opportunities and amplifying the brand’s reach during school vacations. It includes in-store activations with major entertainment brands. The marketing campaign’s centerpiece will be a stop-motion film directed by Brazilian animator Thiago Calçado, known for Hollywood hits like ‘Chicken Run 2’ and Guillermo Del Toro’s ‘Pinocchio.’
