Beyond selling their products, the brands’ ambition is to build a loyal community over time. This requires, among other things, emotional connection, and the marketing industry has found a formula to work on it in merchandising. Proof of this are co-branding, fashion items or collectible products, which Bimbo has recently joined in its latest promotional action in our country.

The company has launched Bimbitos, a series of small charms and keychains that look like stuffed animals inspired by some of its most iconic brands and products. The collection consists of five figures: the classic Bimbo Bear, the mascot that has accompanied Bimbo since its founding in 1945; a slice of bread that represents its category of bread; a donut that alludes to its pastries; a chocolate chip cake that represents its Weikis brand; and a Takis doll that alludes to the brand’s line of snacks.

Bimbo offers them as part of a promotional campaign that it has deployed over the last few weeks, accompanying the return to routine and the return to school and with the aim of positioning its products in the minds of consumers. Thus, the more than 300,000 units are available in supermarkets and convenience stores through the purchase of two Grupo Bimbo items, until October 31 or while supplies last.

Gozoberri’s original post on TikTok

The company has chosen to offer them under the modality of blind or mystery boxes, a trend that has gained traction and popularity globally over the last few years. As the name suggests, literally translated into Spanish as “blind box”, consumers purchase a package containing one of the products that are part of a collection. It is a formula that plays with emotionality linked to the factors of mystery and surprise and that has been causing a sensation in Asian countries for some time. The phenomenon is increasingly common in Spain and especially attracts younger consumers.

“The promotion is born from the combination of two trends that are conquering consumers of all ages: the excitement of Mystery Boxes and the passion for collectibles. The result: five unique characters that turn each purchase into an experience full of surprise, excitement and fun.” commented Alex Tamayo Brand Activation & Trade Marketing at Grupo Bimbo, through social networks. “Designed to accompany us on a daily basis, the Bimbitos are ready to find a place in backpacks, pencil cases, keys… or in any special corner”.

In this sense, Bimbo relies on the interest of users to obtain the complete series of dolls, thus seeking to encourage recurrence in the purchase of its products. As these are decorative items, which can be worn on a bag, backpack or as keychains, the intention is also to reinforce the presence of the group’s brands in the market; as well as the feeling of community.

In addition, Bimbo has also created a giveaway through social networks. Those interested must follow the brand on their social media profiles, tag another user and leave a comment about which Bimbito identifies them. Specifically, raffle five winning packs with 3 Bimbitos each.