{"id":21908,"date":"2026-04-16T14:50:30","date_gmt":"2026-04-16T14:50:30","guid":{"rendered":"https:\/\/obewise.com.br\/index.php\/2026\/04\/16\/mms-lanca-documentario-protect-the-peanut-e-coloca-o-amendoim-no-centro-da-conversa\/"},"modified":"2026-04-16T14:50:30","modified_gmt":"2026-04-16T14:50:30","slug":"mms-lanca-documentario-protect-the-peanut-e-coloca-o-amendoim-no-centro-da-conversa","status":"publish","type":"post","link":"https:\/\/obewise.com.br\/index.php\/2026\/04\/16\/mms-lanca-documentario-protect-the-peanut-e-coloca-o-amendoim-no-centro-da-conversa\/","title":{"rendered":"M&#038;M\u2019s lan\u00e7a document\u00e1rio \u2018Protect the Peanut\u2019 e coloca o amendoim no centro da conversa"},"content":{"rendered":"<p><\/p>\n<div>\n<p>A M&amp;M\u2019s decidiu olhar com mais aten\u00e7\u00e3o para um dos ingredientes mais importantes do seu produto mais famoso. A marca lan\u00e7ou o document\u00e1rio \u201cProtect the Peanut\u201d, um curta que revela os bastidores de uma miss\u00e3o pouco conhecida: garantir a sobreviv\u00eancia e a qualidade do amendoim usado nos tradicionais Peanut M&amp;M\u2019s.<\/p>\n<p>O filme surgiu a partir de algo aparentemente simples. Anos atr\u00e1s, consumidores come\u00e7aram a reclamar nas redes sociais, especialmente no Reddit, sobre mudan\u00e7as no sabor dos amendoins. O que parecia apenas um problema de gosto acabou revelando um desafio maior, ligado a doen\u00e7as, pragas e aos impactos das mudan\u00e7as clim\u00e1ticas na produ\u00e7\u00e3o agr\u00edcola.<\/p>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<p>\n<iframe loading=\"lazy\" title=\"Protect the Peanuts \u2013 Documentary\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/uQnytv7fpkw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/p>\n<\/figure>\n<p>De acordo com a M&amp;M\u2019s, apenas um em cada 100 amendoins cultivados atende aos padr\u00f5es exigidos pela marca. A vulnerabilidade gen\u00e9tica da cultura faz com que at\u00e9 30% da produ\u00e7\u00e3o seja perdida antes mesmo de chegar ao mercado. Para enfrentar isso, a empresa, junto com a Mars e cientistas da Universidade da Ge\u00f3rgia, investiu em programas de melhoramento natural para desenvolver variedades mais resistentes e dur\u00e1veis. <\/p>\n<p>A iniciativa envolveu investimentos diretos em pesquisa e apoio financeiro a agricultores, incluindo incentivos para a ado\u00e7\u00e3o das novas sementes. Segundo a marca, os resultados j\u00e1 s\u00e3o percept\u00edveis, com uma queda de cerca de 90% nas reclama\u00e7\u00f5es relacionadas ao Peanut M&amp;M\u2019s.<\/p>\n<p>Produzido pela BBDO Chicago, o document\u00e1rio mistura depoimentos de f\u00e3s, pesquisadores e produtores rurais. A narrativa foge do tom publicit\u00e1rio tradicional e aposta em uma abordagem mais humana, mostrando como ci\u00eancia, agricultura e cultura pop podem se cruzar em algo t\u00e3o cotidiano quanto um doce.<\/p>\n<p>\u201cProtect the Peanut\u201d est\u00e1 sendo exibido nos canais sociais da M&amp;M\u2019s e refor\u00e7a uma tend\u00eancia crescente no marketing: transformar problemas reais da cadeia produtiva em hist\u00f3rias relevantes para o p\u00fablico. Ao colocar o amendoim no centro do palco, a marca n\u00e3o fala s\u00f3 de chocolate, mas tamb\u00e9m de sustentabilidade, colabora\u00e7\u00e3o e futuro.<\/p>\n<p>Veja mais sobre s\u00e9ries e TV!<\/p>\n<p><h3 class=\"jp-relatedposts-headline\"><em>Relacionado<\/em><\/h3>\n<\/p>\n<p><!-- CONTENT END 1 --><\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<p>A M&amp;M\u2019s decidiu olhar com mais aten\u00e7\u00e3o para um dos ingredientes mais importantes do seu produto mais famoso. A marca lan\u00e7ou o document\u00e1rio \u201cProtect the Peanut\u201d, um curta que revela os bastidores de uma miss\u00e3o pouco conhecida: garantir a sobreviv\u00eancia e a qualidade do amendoim usado nos tradicionais Peanut M&amp;M\u2019s. O filme surgiu a partir &hellip;<\/p>\n","protected":false},"author":1,"featured_media":21909,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_shortscore_rating":"","_shortscore_game":"","_shortscore_summary":"","footnotes":""},"categories":[92],"tags":[10963,6072,1037,6457,2478,770,8168,10962,10961],"coauthors":[393],"class_list":["post-21908","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-geek","tag-amendoim","tag-centro","tag-coloca","tag-conversa","tag-documentario","tag-lanca","tag-mms","tag-peanut","tag-protect"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"A M&amp;M\u2019s decidiu olhar com mais aten\u00e7\u00e3o para um dos ingredientes mais importantes do seu produto mais famoso. 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