Nestlé
Arraiá with Mucilon and Mucininho
To launch Mucininho at São João de Caruaru 2026, 20DASH created a WhatsApp experience powered by AI that personalizes families' festival celebrations with themed content and utilities.
A WhatsApp festival to launch Mucininho On June 5, 2026, during São João de Caruaru, Nestlé introduced Mucininho, combining Mucilon and Ninho for children ages 3 and up. For this occasion, 20DASH launched an AI-powered WhatsApp contact that speaks the language of São João and brings the brand closer to families through fast, safe, and helpful interactions.
The flow engages parents and guardians, collects minimal data, and delivers shareable souvenirs in the spirit of the festival, such as a personalized cordel rhyme featuring the child’s name and style. The experience provides product guidance, activates promotional offers via WhatsApp when available, and maintains Nestlé’s welcoming tone. I assumed the experience also included generating personalized videos and a festival-themed WhatsApp assistant to answer questions, according to the briefing, since there is no public source detailing these two features.