unExpected
breakfasts
If every margarine commercial looks the same…
do the opposite.
BREAKING THE MARGARINE FORMULA
For over 30 years, Qualy has been part of Brazilian breakfast tables. But margarine advertising always followed the same script: happy families, perfect mornings, predictable scenes.
So to launch the new positioning “Só Qualy tem gosto de Qualy”, we flipped the format. Instead of perfect families, we showed unexpected personalities having breakfast in their own peculiar ways. Because when the product already lives in 7 out of 10 Brazilian homes, the story doesn’t need to be predictable.
SOCIAL CONTENT THAT DIDN’T FEEL LIKE ADVERTISING
The idea evolved into a social-first strategy. Creators and celebrities shared their own “Cafés da Manhã Inesperados” in short-form content designed specifically for TikTok.
Morning routines became entertaining, relatable and slightly absurd, proving that even the most traditional category can behave like a social platform native.