In Rede Globo’s reality show, the brand wants to explore attributes such as connection, diversity, diversity and Brazilianness
In 2023, one of Riachuelo’s goals is to act as an interactive content platform, expanding the dialogue between brand and consumer. For this, the retailer will be present at The Town festival, which takes place in September in So Paulo, and at another location that generates a lot of talk by the media: at Big Brother Brasil 2023.
Inside the most watched house in Brazil, Riachuelo will be featured in activities such as Almoo do Anjo. The retailer did not disclose which sponsorship quota it purchased and which other activations will be carried out during the reality show.
“Our participation in the BBB will be the kickoff in 2023 for this moment in which we seek to strengthen ourselves as a content platform that goes beyond the pillar of fashion, generates conversations and is definitely where our consumers are”, explained Thais Castro, Head of Marketing from Riachuelo.
According to Thais, the brand wants to explore attributes such as connection, diversity, diversity and Brazilianness within Rede Globo’s reality show.
“Although we have built a solid and trusting relationship with our consumers, we need to go up another step in this relationship journey. We have learned a lot about the type of message that most engages and we want to start from a new point of view, talking about what people want to hear and not what we want to communicate as a brand”, said the executive.
In the second half of 2023, Riachuelo will be present at The Town, a festival organized by the same creators of Rock in Rio, which will take place on the 2nd, 3rd, 8th, 9th and 10th of September, at the Interlagos Circuit, in So Paulo.
The sponsorship came from the brand’s desire to reinforce the brand’s role as an ally of art, fun and that values connections between people.
“We know that music, by itself, unites people and has the potential to generate conversations. When we started talking with The Town team, we realized that we shared territories, especially Experience and Innovation. Music unites people to live unforgettable moments and we want to be a part of it”, said Thais.
Another goal that the brand has for the next year is to continue investing in a more sustainable, inclusive and representative fashion process, in addition to maintaining the phygital performance with complementary channels.
“We are always monitoring behaviors, consumption habits, market trends and preparing increasingly relevant actions and collections”, added the executive.
