Chocolates in Brazil are getting worst. Companies are putting less cocoa and more fat and sugar on it to save costs. And the consumer feels it. And complains about it. A lot.
Not Trento. Trento goes against the tide. Instead of the 25% demanded by food regulations, its basic version has 38% of cocoa. No extra fat, no extra sugar: the real deal.
So when we were asked to come up with the first ever Trento campaign, we couldn't just pay influencers to say nice things about us. They have to be the real deal as well. But how do we make sure they actually like our products? How do people know that and the influencers are doing the talk, not the money?
Introducing: The Trento Truth Test.
We hired the famous polygraphist Jorge Maria to put all influecers to the test to see if they are really Trento Lovers.
Jorge Maria, the only Brazilian authorized to perform polygraphy tests.
Bia Jordão, actress, singer and our host.
This experiment was hosted by actress and singer Bia Jordão.
She invited four influencers to see if they would pass the lie detector and were fit to become Trento Brand Ambassadors.
We shot the entire experiment and edited so people would know that when it comes to influencers, Trento is also the real deal.
Each influencer connected with a specific passion point from our audience: lifestyle (Paola), geek culture (Tawany), games (Rakin) and humor (Fabrício). This way we could target them according to their interests with content that is relevant to them.
And after they passed the Trento Truth Test, they began to produce content for the brand connected to Trento brand's positioning as the Real Deal when it comes to chocolate. Here are four examples.