Prat's winter campaign: how to sell a cold juice in the cold
A drink meant to be enjoyed cold, a campaign airing in winter and a question everyone has. The start of the series about the scripts for the Prat's winter campaign.
In 30 seconds
- Léo Bento wrote the scripts for the Prat's 2026 winter campaign, produced by Claque Filmes in partnership with ARTT Creative Works.
- The challenge was to invite people to drink a cold beverage during the cold season.
- The audience's question became a character's line, and vitamin C became a reason for the juice to join the winter routine.
- Each of the three main films had surpassed 100,000 views on Prat's YouTube channel by October 25, 2026.
Some questions we ask quietly, almost without noticing. In winter, standing in front of the fridge, one of them tends to show up: can I drink cold juice in this weather? When I received the challenge for the Prat's winter campaign, I realized that this question had to be inside the film, spoken by someone who resembles the viewer. This series tells how the campaign started from that question and made it to the screen.
The challenge: a cold drink in the cold season
Prat's is a brand from northwestern Paraná, Brazil, founded in 2012 in Maringá. Today it produces in Paranavaí and takes care of the entire orange juice chain, from seedlings to fruit selection. The name comes from the Portuguese word for practicality. In 2026, the brand wanted to stay present in people's routines during winter and had a strong argument: 100% whole juice, no added sugar, no preservatives and naturally rich in vitamin C.
The invitation came from Claque Filmes, which produced the campaign in partnership with ARTT Creative Works. My job was to write scenes that made this argument sound like kitchen talk, office talk and late-afternoon talk, with the campaign tagline at the end: "Prat's, naturally rich in vitamin C!".
Putting the objection in the character's mouth
In one of the companion pieces to the first film, I wrote João looking at his glass and asking: "In this chilly weather, can we really drink cold juice like this?". His wife answers with a laugh: "Of course! Especially Prat's, which is whole juice. It's real fruit, perfect for breakfast."
When the question is spoken by a character, the audience hears its own question and the answer at the same moment, without feeling lectured. The conversation resolves the objection with the ease of people sharing the breakfast table.
Vitamin C as the season's ally
The cold came into the script as a reason to drink the juice. In the main kitchen scene, the wife reminds him: "Especially in this chilly weather… vitamin C helps day to day". João agrees before leaving home: "Yeah… vitamin C in winter really is a great ally." The product's argument and the season began to walk together.
A personal detail: after writing this campaign, I started drinking a lot of Prat's. Writing about a juice that is only fruit made me pay attention to the label too.
The script beside the film
In these videos, the original script scrolls beside the scene, line by line, with a yellow dot marking the line on screen.
Takeaways for your brand
- Write your customer's main question as a natural line and put that line in a character's mouth.
- Answer the objection inside the scene, in a conversational tone, and leave the technical argument for the label or the tagline.
- Look to the season, the date or the time of year for a concrete reason for the product to join the routine.
In the next article, the series shows how the three films were written as a chain of recommendations, in which each character passes the little bottle along. See also the full case study of the Prat's winter campaign.
References
let's talk
If your brand has a true argument and needs scenes in which the audience sees itself, let's talk about the script.
Talk to Léo on WhatsApp
