Caramelo: Launch Campaign

Caramelo is a Netflix film named after its stray dog star, and in Brazil, Caramelo was already a phenomenon: memes, news segments, viral videos, a shorthand for every good boy on the street. The challenge was not making people watch a movie about a dog. It was making the film part of a culture that already loved him.

The film was never the point. The real story was what happens when a person meets a stray dog: it changes something. That truth, not the plot, became the tone for everything we built.

We ran the entire 360 campaign: title treatment, tagline, and official posters first. Then a soundtrack single, Doce Feito Caramelo, pairing Iza with Amendoim himself, built into a music video that became a hit on its own. As hype grew, we launched a nationwide adoption campaign: posters swapped Netflix’s biggest stars for real strays waiting for a home, backed by a constant stream of content.

The film opened with 17.3 million views in its premiere week, the biggest debut of a Brazilian original film on Netflix. Over 75 million views, 1.5 million reactions and 53 editorial placements. But no number beats the real one: every stray who finally found a home.