Objective & Strategy
Kibon (Good Humor/Unilever) set out to achieve a major goal: to become more present on TikTok and create content that felt native, authentic, and aligned with the platform’s culture. The creative team at WP/N developed a strategy where the brand’s new campaigns and assets would look less like traditional advertising and more like organic TikTok content. The goal was clear - Kibon needed to join conversations, express its brand personality, engage new audiences, and position itself as a youthful, culturally aware brand that not only understands internet trends but actively participates in them.
Creative Approach
 
We tapped into the most popular content formats on TikTok - podcast snippets, reaction videos, catchy jingles, dance trends, mirror challenges, and the iconic “Never Have I Ever” format. Our creative process was entirely shaped by thinking the way TikTok creators think. It was a challenging yet rewarding task that greatly enriched Kibon’s content portfolio.
We developed scripts, hired actors, and secured locations - all the elements of a high-production shoot - while keeping one key principle in mind: everything had to look effortless, native, and organic to the platform. This led to the creation of “Tikibon”, a collection of 8 humorous videos, each featuring independent stories and characters, and starring Kibon’s latest product launches: Nutablito, Cornetto Spotify, Mescladin, Chocorango Turma da Mônica, and Inspirações Cocada Cremosa.
Results 
With media investment, the results were impressive: with 8 videos published, we reached 28.8 million views, 132,000 likes, and 13,000 clicks on the “buy now” button. Sales also increased: +32% for Nutablito and Cornetto Spotify, +12% for Mescladin, and +9% for Cocada Cremosa. More than just the numbers, the campaign became a benchmark for Kibon to continue investing in a more authentic, creative, and platform-native communication style.
Videocase
Assets

Copy Adaptation:

Hey, I’m Roberta and this is my first time trying Kibon’s Monica’s Gang ice cream / Heyyy, Roberta here. Second time having Monica’s Gang ice cream and I’m obsessed. / Okay, so… it’s Roberta again, third time eating this ice cream, and honestly, I’m losing it with people staring at mine. / Ugh… it’s Roberta… and someone just stole my ice cream! Hey kid, you owe me! / Monica’s Gang ice cream by Kibon. Made with real fruit juice. And yes, it’s that good.

Copy Adaptation:

I’ve never forwarded the same “good morning” to all my group chats. “Well, I have.”

 I’ve never made a fake profile to stalk my grandson. “Guilty.” 

I’ve never checked out the cute guy in my Pilates class. “I have… Oh my, so embarrassing!” 

I’ve never served Cocada Cremosa Inspirations to guests and pretended I made it myself. “Don’t judge me! It’s just so creamy, so tasty, with all those coconut flakes.”

The perfect coconut candy recipe does exist. It almost feels like grandma made it.

Copy Adaptation:

That one friend who just won’t stop talking about her transcendental experience.

"Like… I don’t even know how to explain what happened. And I mean, I’d tried every kind of ice cream before - on a stick, in a cup, gourmet, artisanal. But when I took that first bite of this popsicle… I was speechless.

The creamy filling, little bits of hazelnut… total trip. Out of nowhere - like literally out of nowhere - I was floating in a giant pool of chocolate. Hazelnut everywhere… I was the hazelnut, you know?

Wait, did someone turn the AC on? ‘Cause it’s suddenly so fresh in here…"

Introducing Nutablito Max Hazelnut. The more you try to explain the flavor, the more unexplainable it gets.

Copy Adaptation:

“Out of nowhere, I was floating in a giant pool of chocolate. Hazelnut everywhere… I was the hazelnut, you know?”

"So yeah, fam, she totally lost it. And since we don’t just buy into any hype… let’s see what this ice cream is all about. Okay, packaging says: Nutablito Max Hazelnut. That’s it. Bold move, Mrs. Kibon.
Mmm, smells amazing… full of hazelnuts… hmmm... Chat, this is insane!"

The new Nutablito Max Hazelnut. The more you try to explain the flavor, the more unexplainable it gets.

Copy Adaptation:

"Hi, loves! Today I’m gonna teach you the perfect coconut ice cream recipe. Ready? Let’s go!

Oh wait, I almost forgot about you guys. Just a sec, okay? Look at this… gorgeous. Perfect!

There’s nothing like this recipe. Made with a generous amount of coconut flakes and coconut milk. Creamy, tasty… and now it’s ready to serve. Even better when you’ve got these nails to match, right?"

The perfect coconut candy recipe does exist. It almost feels like grandma made it.

Copy Adaptation:

Wanna know how we made a song using the new Cornetto? First, a melody that sticks in your head. Then, the cone comes in to set the groove. The nuts bring that crunchy beat. And a delicious chocobrownie sauce drops it loooow.

New Cornetto Spotify. Hit play on this flavor.

Copy Adaptation:

"Quick-fire questions, no time to think!"

“So, today we’ve got _______ with us.”
“Alright, first one: beans on top of the rice, or under?”
“Okay, next: when you eat a coxinha, do you start from the tip or from the base?”
“On pizza - yes or no to ketchup?”
“And the new Kibon Mescladin, coconut with chocolate… do you start from the top, the bottom, or from the side? C’mon, answer! Top. Bottom. Side. Top. Bottom. Side. So good, right?”

Copy Adaptation:

Hi, my name is Roberta, and this is the first time I’m trying Kibon’s Monica’s Gang ice cream. / Hi, it’s Roberta again, second time trying Kibon’s Monica’s Gang ice cream. / Hi, it’s Robelta here, thild time having Kibon’s Monica’s Gang ice cleam. / Hi, it’s Lobelta, and it’s the foulth time I’m enjoying Kibon’s Monica’s Gang ice cleam. / Mmm… and I’m totally in love with this delicioul ice cleam!

*The character Cebolinha always swaps 
the letter R for L.

Agency: WP/N
Client: Good Humor / Unilever
Year: 2023
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Account Management: Fernanda Arezzi, Mayara Passadori
Production: Fernanda Arezzi
Creative Direction: Gabriel Cruz
Production Direction: Gabriel Campos
Copywriting & Scriptwriting: Eduardo Victor Souza, Gabriel Campos, Gabriel Cruz
Copywriting Coordination: Gabriel Campos
Motion Design: Daniel Lourenço, Marcel Viviani
Art Direction: Natasha Amado
Storyboard: Gabriel Conti
Art Direction Coordination: Pedro Guilherme
Camera, Color & Editing: Vitor Sardeiro
Sound Design: Daniel Lourenço
Video Editing: Vitor Sardeiro
Makeup: Patrícia Wimert
Food Styling: Fernanda Carriel
Cast: Davi Xiang Li, Elizabeth Bimbatti, Manuela Pestana, Natalia Curvelo, Patrique Novais, Victor Salomão
Casting Production: Patrícia Madureira
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