Kopenhagen launches its Christmas campaign “Natal que Marca”, starring Marina Ruy Barbosa and highlighting emotional memory, elegance and the iconic Cherry Brandy.
A Christmas story about memory, emotion and elegance
São Paulo, December 2025 – For almost a century, Kopenhagen has turned Christmas into a moment of sophistication, indulgence and emotion. In 2025, the Brazilian chocolate brand once again treats the season as a key chapter in its brand story.
The new campaign, titled “Natal que Marca” (“Christmas that Leaves a Mark”), is led by actress Marina Ruy Barbosa. She personifies the delicacy, beauty and intensity that have long defined Kopenhagen’s universe.
In the main film, Marina revisits Christmas memories with the same subtlety that the brand applies to its iconic flavors. The narrative begins with a red window, a visual symbol of Kopenhagen, and evolves into a cozy atmosphere filled with familiar scents and sounds.
With an intimate tone, the actress reflects that Christmas is “scent, texture, flavor, a full house, a set table and a warm heart”. The script invites consumers to reconnect with their own memories linked to the season.
Emotional branding as a competitive edge
The campaign focuses on building emotional value in a highly crowded landscape of offers and promotions. Kopenhagen positions affective memory as a key differentiator in Brazil’s Christmas market.
According to Pedro Velardo, Kopenhagen’s CMO, Marina embodies contemporary elegance, sensitivity and emotional presence. Her image reinforces the idea of Christmas as a meeting point between flavor, memory, connection and celebration.
“Marina represents exactly what we want to convey: contemporary elegance, sensitivity and emotional presence. Kopenhagen’s Christmas is a meeting between flavor, memory, connection and celebration, and she expresses this feeling naturally.”
Velardo emphasizes that marketing should inspire rather than just sell. By awakening genuine emotions, the brand seeks long-term connections, especially in a season as symbolic as Christmas.
Christmas as a core brand territory
For Kopenhagen, Christmas is more than a commercial date; it is a symbolic territory. Over the decades, the brand has become a central part of celebrations, turning gifts into experiences and chocolates and panettones into rituals of affection.
In 2025, the strategy reinforces this legacy with a narrative that makes the brand’s pillars, aesthetics and cultural presence tangible. Developed by agency Ginga, the communication merges emotion and design in a contemporary take on Christmas.
The campaign’s visual and verbal language maintains a consistent identity while updating how Kopenhagen appears in the holiday season. The focus remains on relationships, tradition and a premium perception.
Cherry power and the Cherry Brandy icon
Kopenhagen taps into the “Cherry Mania” trend of 2025, also known as cherry core, which has influenced makeup, fashion and lifestyle products inspired by cherries. This cultural movement resonates strongly with one of the brand’s key symbols.
The cherry has long been central to Kopenhagen’s identity, especially through the classic Cherry Brandy, one of its most famous and desired products. In the 2025 Christmas season, this icon gains a new spotlight.
The brand launches the Panettone Exagero Cherry Brandy, taking the cherry to an even more indulgent and festive territory. The product expands the experience around the brand’s signature flavor.
By combining cultural trends and brand heritage, Kopenhagen elevates the cherry to an aesthetic and emotional code. The fruit becomes a visual and affective shortcut to instant recognition.
“The cherry is a visual and emotional code that sets us apart and creates instant recognition, something that becomes even stronger when we think of the Panettone Exagero Cherry Brandy, a classic that places this symbol at the center of the experience,” says the executive.
Multiplatform strategy and a network of affection
The “Natal que Marca” campaign will be rolled out in multiple formats, especially digital and social media. In all pieces, Marina Ruy Barbosa is the central face and storyteller of the season.
The media plan balances institutional presence with day-to-day connection, appearing both in brand films and in content closer to everyday consumption moments. The aim is to be relevant in different layers of the audience’s routine.
Content will be amplified by influencers and creators sharing their own Christmas memories. This approach builds a network of affection and authenticity around the brand narrative.
Regional activation and KopClub community
Regionalized communication with local influencers has become increasingly important for Kopenhagen’s strategy, both in branding and conversion. For Christmas 2025, around 200 influencers are expected to be activated across Brazil.
The regional pillar is led by agency AMB Com, which also handles Kopenhagen’s press relations. The idea is to adapt the campaign’s emotional core to the cultural nuances of different regions.
Campaign actions are also integrated into KopClub, Kopenhagen’s relationship program. The initiative strengthens a sense of community among brand lovers with exclusive content, benefits and experiences.
For Velardo, the key challenge is to keep uniting emotion and meaningful presence in people’s lives. The brand aims to go beyond the product and reinforce the symbolic connection it has built over time.
Christmas that creates bonds, rituals and lasting memories
According to the CMO, Kopenhagen’s Christmas is fundamentally about bonds. The goal is to be part of the stories people tell and remember, not only through the gifts they exchange but through the emotions they experience.
With “Natal que Marca”, Kopenhagen strengthens its status as one of Brazil’s most relevant and desired Christmas brands. The campaign combines emotional storytelling, a consistent aesthetic identity and a portfolio that balances tradition and innovation.
The presence of Marina Ruy Barbosa, the symbolic power of the cherry, classics like Cherry Brandy and the emphasis on gifting create a strategy that goes beyond sales. The focus is on memory, connection and ritual.
In 2025, Kopenhagen once again shows that its Christmas strength lies not only in its products but in the experience it delivers. From the campaign concept to regional activations, the brand reaffirms its commitment to being present in moments that matter for Brazilian families.
Thus, Kopenhagen’s Christmas continues both shaping stories and being shaped by them, with consistency, affection and authenticity.
