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Nestlé’s Leite Moça Says 'Everything That Can Go Right, Will Go Right'

FCB Brazil's campaign Moça Laws' targets a younger audience with a TV commercial and GIF digital pieces

Nestlé’s Leite Moça Says 'Everything That Can Go Right, Will Go Right'

Nestlé’s Leite Moça has just released a spin off of the “Everything that can go right, will go right,” campaign created by FCB Brazil, under a concept that focuses on the Moça Laws.

In addition to trying to strike an emotional chord among Brazilians by bringing back dalicious memories related to the brand, the new communication specifically targets a younger audience.

The campaign concept highlights the MOÇA Laws, inspired on truths about the brand, which has been in Brazil for over 90 years, and that are in direct contradiction to Murphy’s Law (“Everything that can go wrong will go wrong”).

“With Leite Moça, everything that can go right, will go right. And everyone who cooks knows it. The Moça Laws are the truths of this delicious brand,” explains Joanna Monteiro, FCB Brasil CCO.

The video will air on Globosat channels and on the last episode of the “Segundo Sol” soap opera on TV Globo (Nov. 9), and shows a young cook who gets a bit confused when preparing a recipe, but is constantly rescued by the Moça Laws. Produced by Santa Transmedia and directed by Gustavo Gripe, the video has an original soundtrack by Quiet City. The campaign will also have digital pieces.

Widely recognised for its quality, the sweetened condensed Leite Moça was Nestlé’s first product to be produced in Brazil. It was so successful that the brand became synonymous with the category.

Today, in addition to the traditional sweetened condensed milk, consumers also love the “light” and “spoon” versions of the product, as well as the Moça Confectionary line and Moça chocolate, cookies, ice cream and breakfast cereal. Nestlé Professional also offers sweetened condensed milk, as well as toppings, fillings, dough for sweets, and dulce de leche, all of which deliver the traditional quality of recipes made with Nestlé’s Leite Moça, in a practical and standardized format that meets the needs of professional operations, helping food businesses innovate and delight.

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Advertiser: Moça Laws

Creative Agency

Creative Agency: FCB Brasil

Copywriter: Alex Adati, Carlos Johnson

Art Director: Rafael Beretta, Tiago Freitas, Victor Yves and Tiago Freitas “Gaum”

Executive Creative Director: Fábio Simões

Creative Director: Romero Cavalcanti

Art Buyer: Daniel Gonçalves

Client Service Partner : Lu Fernandes /Xanna D'Aguiar (Quiet City Music + Sound)

Client Service Partner: Lu Fernandes /Xanna D'Aguiar (Quiet City Music + Sound)

Client Service: Cris Pereira Heal, Enrico Torres, Eduardo Henne, Tayná Costa, Jessica Machado and Bruno Mendonça

General Creative Director: Joanna Monteiro

Graphic Production: João Albertini and Daniela Fonseca

Digital Agency

Art Director: Rubens Kato

Digital Director: Gilberto Bronko, Lucio Cunha, Rubens Kato

Producer: Vanessa Alves (Post)

DOP: Gilberto Bronko, Lucio Cunha, Rubens Kato

Client Partner: Antonio Diogo, Christiane Rosemblatt, Stephanie Arnesen Biekarck, Rafael Souza , Rodrigo de Marchi, Ana Paula Fischer, Julia Gonçalves, Patricia Itabaiana and Gabriella Silva (approval)

Production Company

Production Company: Santa Transmedia

Director: Gustavo Gripe

DOP: Daniel Belinky

EP: Renata Munaretto


Editor: Fernando Freitas

Post Production: Santa Transmedia team


Sound producer: Chris Jordão / Darren Solomon

Sound Production Company: Quiet City Music + Sound

Voice Over Artists: Gabriel Spinosa


Image Post Production: Santa Transmedia