The campaign, created by GUT, celebrates the launch of the brand’s new sunscreens, BOTI.SUN
Boticrio expanded its operations in care categories and launched its own brand focused on sun protection, called BOTI.SUN.
For the launch, the brand bet on a campaign that has a 360 communication strategy that celebrates diversity and Brazilianness in skin tones, in addition to helping the consumer in building the habit.
Titled BOTI Hour. SUN, the digital film signed by GUT explores the relationship between Brazilians and the sun and promotes reminders every two hours in strategic squares in the Southeast and Northeast. The film’s script highlights the main differentials of the product, bringing aerial shots in So Paulo and Salvador.
“We are going to occupy places of great circulation in Brazilian capitals to remember and show in practice how BOTI. SUN is ready to accompany our consumers in backpacks, cessaires and bags, regardless of the season. And, of course, we are going to celebrate the Brazilian diversity that is expressed in the different tones, textures and needs of each skin, said Marcela de Masi Nogueira, Communications and Branding Director at Boticrio.
Through games of light and shadow, the brand created two giant sun clocks as reminders, which emphasize the importance of reapplying the product every two hours, following the dermatological recommendation so that the protection is effective. The clocks were installed at the Obelisco, in So Paulo (SP), and at Farol da Barra, in Salvador (BA) for the recording of the campaign’s concept film.
To mark this launch, we decided to tackle the main problem of the category head on: forgetfulness, whether due to lack of knowledge or because of products that do not make daily life easier (with texture and smell that do not please and make it difficult to include the protector routine), we turned Brazil into a great solar clock, reminding people to apply the product with Hora BOTI. SUN, explained Murilo Melo, ECD at GUT.
The strategy also includes the OOH media, installed in So Paulo, with messages being exchanged every two hours, reinforcing the reapplication of the product as indicated by dermatologists. In digital, the brand bets on educational content about the use and application of the protector through a team of influencers, responsible for producing content focused on product reviews.
