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Welch's Fruit Snacks are often found in children's lunchboxes but that doesn't stop parents from sneaking into the pantry to “steal” them (despite the tantrums that might follow). @PIM Brands, Inc., makers of Welch’s Fruit Snacks [TAG], believes that parents deserve Fruit Snacks too, so today, we’re launching a new storybook—“Sometimes It’s Not Stealing”—to help them get away with it. 

The physical book, complete with a secret Welch’s Fruit Snacks compartment, is available now for purchase—but we didn’t stop there. We’ve also created a digital, audio, and video version of the story, narrated by none other than show-stealer, Kristin Chenoweth. 


Sometimes It's Not Stealing

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A luta pelos direitos LGBTQIA+ nunca termina. Mas em pleno 2021, um projeto de lei levantou novamente a discussão. Era a PL 504, que propunha proibir manifestações amorosas LGBTQIA+ em propagandas. Um enorme retrocesso por quem luta por sua própria existência, todos os dias.
O Mercado Livre, como uma marca que acredita que o melhor está sempre chegando, precisava fazer algo a respeito. Ao olhar os beijos mais clássicos da nossa cultura, percebemos que todos eram heteronormativos. Como queremos que o amor LGBTQIA+ seja difundido e respeitado, se ele mal é representado?
Se essas imagens nao existem, agora elas iam existir. Em um filme emocionante, recriamos os beijos mais famosos da história com suas versões livres. Todas as imagens produzidas para o filme foram disponibilizadas para download gratuito no site do Mercado Livre, para que as pessoas ajudassem a espalhar o amor LGBTQIA+. A campanha teve repercussão no mundo inteiro. Foram centenas de milhares de downloads. As imagens viraram produtos, postos à venda na plataforma. O sucesso foi tanto que, hoje, os Novos Beijos Icônicos estão eternizados em uma exposição do Google Arts & Culture.


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