Americanas, Avon and Pic Pay are the companies that acquired the main share of Globo’s reality
The 22nd edition of Big Brother Brasil starts this Monday (17th) and, one thing can be sure, the most watched house in the country will be the stage for discussions and debates, which will soon reach social networks.
The 20 participants, 10 anonymous and 10 celebrities, were announced during breaks in Globo’s programming last Friday (14th) and, just because one of the participants of the popcorn group has already reached the mark of two million followers and the verified symbol on Instagram, it can already be said that expectations for this year are high.
As well as the protagonists of the edition, the sponsoring brands were also announced.
This year, the BBB will have several brands, divided into three quotas: Americanas, Avon and Pic Pay, which disbursed R$ 91.9 million to have the Big quota; C&A, Amstel, P&G and Seara, which disbursed BRL 69.4 million in the Camarote and Above quota, Engov, QuintoAndar and McDonald’s, which disbursed BRL 11.8 million in the Brother quota, in addition to 99, TikTok and Coca-Cola, that are part of the dynamic quota.
Within a reality show, cancellation is inevitable and, like the participants, brands will be in the sights of thousands of Brazilians, both on television and on social networks.
For Squid’s CEO, Felipe Oliva, sponsoring brands need to be prepared for these next three months. “BBB has been generating important debates in relation to topics such as racism, homophobia, xenophobia, gender identity and sexuality and brands need to be attentive to these issues and position themselves very clearly without leaving communication noises”, he explained.
Here’s how companies are preparing to participate in the debates that the program is likely to bring to the fore:
“The BBB is very dynamic, so what we did was to set up a monitoring team to identify opportunities for specific actions and disclosures. We do not rule out, for example, activations in conjunction with other brands that advertise on the BBB”, said Juliana Biasi, 99’s marketing director, which will make its debut as a sponsor of the BBB this year. millions of Brazilians, and it makes sense to be present in these dialogues evoked by reality. 99 values transparency, and we are ready to collaborate with these conversations”, he added.
“We understand that each edition is unique and we always need to prepare ourselves for the various discussions that may exist during the program, especially now that reality has gained multi-screen proportions with social networks and the spread of streaming. For this reason, our team will be attentive to the reality of the reality to identify how we will be part of the conversations”, said Flávia Mussalem, Brand Director of QuintoAndar.
“We learned a lot from the first two editions we participated in and we are going to bring new things to BBB 22, always in line with the brand’s positioning. Our strategy is to be what we are, inside and outside the house: a quality brand, accessible to all, that respects all consumers and offers the best personal protection for all, at a fair price. We are a democratic brand that respects everyone’s opinions and positions”, said Gustavo Malucelli, CEO of Baston, manufacturer of Above.
“In this or any other vehicle, program and/or event in which the company invests, we demand that you treat both the participating public and consumers with seriousness, humanity and respect. We reiterate our repudiation of any illicit act, of violence and disrespect, and we will always demand transparency and celerity in the investigation of facts and decision-making”, said Vitor Monte, Marketing Head of Americanas.
“BBB has really become a program that generates entertainment while also putting the spotlight on important topics. And this is directly connected to the positioning and values that Amstel brings from Amsterdam, which are: diversity, freedom, respect and authenticity”, he said. to Amstel. “As such, Amstel wants to integrate and foster dialogue on and off the show in an open and respectful way, in order to connect with the audience and make everyone feel welcome and comfortable to be who they really are.”
“We have different teams dedicated to the full-time monitoring of Big Brother Brasil, from different perspectives: social listening, proprietary channels, press and social networks in general. In addition, we also maintain contact groups with loyal customers, which helps us to have all the types of perception about the program and, of course, how our actions reverberate with the consumer, the thermometer of the different stages of the game and how to position ourselves in each phase”, said Fernando Sahb, marketing, influence, special projects and public relations of C&A Brazil.
“We understand that we ended up being a participant in the house too and that is the strength of being there, because the BBB is a very important stage for Brazil, for Brazilian society, we know that it is an entertainment space, with a schedule and a moment to happen, but we know that the program doesn’t just happen live. We know that the conversation will happen and we will continue it out here”, said Viviane Pepe, Avon Brasil’s communication director.
“Within the company, we’ve prepared a cross-functional team to coordinate the brands’ efforts, and we’ve also chosen strategic partners to help us listen and participate in conversations during the program,” said Isabella Zakzuk, Senior Director of Brand Operations at P&G Brazil. “When a subject has repercussions inside and outside the house, we all need to reflect, adapt, understand the new consumer needs and adapt our actions”.
“In view of the spontaneity that the program provides and several scenarios still unknown, it is necessary that the brand is ready to immediately answer any question or topic. and outside the house, so that we can respond quickly, if necessary”, said Tannia Fukuda, marketing director at Seara.
“Fiat is a brand that is very close to people, transparent, is part of society and evolves with it. In this way, we understand that we are prepared”, stated Malu Antonio, Stellantis’ Storytelling and Content manager for South America. there is a strategy specifically defined for cancellations, but we have always positioned ourselves as a brand against any type of offense and lynching. If that is the case, we will certainly repudiate any attitude that does not match our guidelines”.
THE PROPMARK tried to contact McDonald’s, Coca-Cola, Pic Pay, Hypera Pharma and TikTok but got no response.
