The campaign marks the repositioning of the brand, which guided by the motto “Drop your colors”
Colorama presented its new visual identity and its new tone of voice in the brand’s communications. The changes are part of the repositioning of the brand, which is now guided by the motto “Unleash your colors”.
In line with its repositioning, which aims to reach all audiences and for the World Cup, the brand launched the Som na Caixa collection, made up of nine colors in shades of blue, green, yellow, red and white that range from sparkling to neon and named referring to Brazilian rhythms.
The advertising campaign for the new line features a clip recorded in Rocinha, in partnership with dancers and digital influencers, such as Aline Maia and Pablinho Fantstico, from the group Oz Crias, and music recorded with Duto, a musical collective from the iconic neighborhood of Madureira, in Rio de Janeiro.
We hope to recruit a younger audience and reinforce the brand as a love brand, closer and more present at different times with colors that represent them, both consumers and manicurists, who are passionate about new colors that help them improve their work, in in line with trends, said Belen Torres, the brand’s marketing director.
The repositioning of the brand is like There are times when I feel blue with so much peace. And in others, the red of anger rises to my cheeks. There are moments when I am radiating yellow with so much energy. And there are those days when I feel very dark and black takes care of me. For each mood, there is a color that represents me. And for every color that represents me, there is the perfect Colorama.
