The campaign, created by AlmapBBDO, aims to address the topic in a light way and without taboos
O Boticrio teamed up with presenter Marlia Gabriela to promote her new intimate care line, Cuide-se Bem Cereja Livre.
The piece, created by AlmapBBDO, aims to treat the subject lightly and without taboos and has as its motto “To take care of yourself, how about facing yourself?”.
When we went deeper into the subject, we understood that this launch should not be simply about the products, but, given the challenges and lack of knowledge of many women about the vulva itself, we had an educational role, emphasizing that, before taking care of yourself, it is important to meet and get to know each other better. We want to promote dialogs and help to break the taboos that surround the vulva, starting with the name, so little spoken, said Marcela De Masi, Director of Branding and Communication at Boticário.
The 30” film invites the audience to face themselves and, consequently, to get to know each other, in addition to working on the idea of freedom and responsibility with their own intimate health, embracing the audience that identifies and seeks this special care with their most private areas. .
When we go to take care of the mouth, we look at it and easily know what it needs. She is exposed. The vulva is more hidden. For this reason, we suggest that people get to know themselves better so that they can take care of themselves. In addition to presenting a special and complete line, the campaign values issues related to self-esteem and self-knowledge. These are important guidelines that end up affecting consumers’ health, concluded Antonia Zobaran, from AlmapBBDO.
Together with the film, Boticrio will bring a series of contents and reviews of #CerejaLivre in all brand channels, such as blog, Instagram, TikTok and Twitter, always with an inviting, light and subtle approach.
The strategy will also include teachings in partnership with gynecologist Larissa Cassiano, who will answer questions about intimate care sent through the campaign hashtag, in addition to pieces and content published on Meta’s networks and within Google, in a strategy 100% digital nationwide.
