With the concept “The flame has not erased”, the relaunch has a campaign signed by AlmapBBDO
O Boticrio announced the launch of the campaign that marks the return of the Malbec X perfume.
With the concept “A chama no apagou”, the relaunch features a campaign signed by AlmapBBDO and starring Paolla Oliveira and Diogo Nogueira, who star in sensual scenes referring, precisely, to the flame of a relationship.
In addition to the video campaign, the brand also presented a photo session starring Igo and Mtico, from PodPah. The editorial was clicked by Wendy Andrade.
O Boticrio also prepared images with Leo Santana and Lore Improta, and with the model and influencer Digenes Lemes.
The campaign is also relying on artificial intelligence to formulate responses and interactions with Twitter users. In addition, the brand is also promoting a hashfetti format, where platform users can click on the hashtag #AChamaNaoApagou and receive a reaction with a flame emoji. The action is carried out with the participation of W3haus.
We want to talk to our consumers ever closer, ensuring that the content is relevant to them. This is how we understood that Malbec X spoke to five very interesting clusters: shy, shy, active, explorers and fetishists. From this deepening, we applied the technology that allowed other message options to be unfolded in more than 250 possibilities, stated Marcela de Masi, Boticrio’s Branding and Communication Director.
Still on social networks, O Boticário is also relying on strategies in other social networks. On TikTok, the brand’s partner content creators have the mission of provoking the audience about what the “X factor” is. On Instagram, the brand has reactivated the Close Friends tool and is providing content about the product.
@oboticario Hi m! Have you ever had #MalbecX cookies today?
original sound – oboticario
