Caloi launches nostalgia-driven campaign to reduce children's screen time

Caloi has launched a new advertising campaign titled ‘Não esqueça a Caloi do seu filho’ (Don’t forget your child’s Caloi), which aims to encourage children to spend more time away from digital screens. Developed by the agency D’OM, the campaign leverages nostalgia by referencing the brand’s iconic 1980s slogan, ‘Não esqueça minha Caloi’.

The initiative targets parents who grew up cycling and playing outdoors, prompting them to reflect on whether their children are experiencing similar levels of freedom and physical activity. The brand emphasizes the importance of autonomy, social interaction, and outdoor exploration in a modern era dominated by tablets and smartphones.

The campaign will be broadcast on television via Globosat channels, including GNT, Multishow, GloboNews, and SporTV, as well as on digital platforms such as YouTube and Meta between September and November.