Brand premieres on streaming with campaign starring skater Rayssa Leal and her friends
Docile is among the first companies in Brazil to adhere to the new advertising modality on Netflix, the world’s leading streaming platform, and on Globoplay, the main Brazilian streaming application. With skater Rayssa Leal as the star, alongside her friends, the action is part of the Doces Gentilezas campaign, the biggest brand activation ever carried out by the company, which invested around R$10 million in the project.
Originating in Lajeado (RS) and 100% Brazilian, Docile aims to be sweet in order to create a sweeter world, a theme that guides the Doces Gentilezas campaign. The goal, in addition to reinforcing the campaign’s focus on spreading kindness around the world – is to expand the company’s positioning in the domestic market.
Launched in 2022 with actions on social networks such as Instagram, TikTok and Facebook and external media, which also gave visibility to Docile’s social actions in the communities where it operates , in this edition the Doces Gentilezas campaign presents an evolution: investment in ads on the platforms of streaming to bring the brand even closer to people.
Our company has an innovative profile and with this unprecedented movement in the sector, we seek to increase our visibility and be present where our public is. Streaming platforms fully speak to our consumer profile – young, fun and constantly looking for news, explains Docile’s Head of Marketing, Jaqueline Hartmann.
There are three different proposals for the fake ads format, with fun, contextualized and personalized content, which bring the essence of the campaign. The short 15-second scenes translate and put ‘sweet kindness’ into practice. The content features Rayssa Leal as the face of the campaign alongside her friends Harielly Beatriz, Leo dos Stories and Felipe Gustavo enjoying Marshmallow Pipoca Doce, Regaliz Fitinha and Gelatines Mix Diversão.
The films were conceived by the agency Ampfy and produced by Buena Onda, with recording at the WBorn2 Studio, in So Paulo, with broadcasting scheduled to start on June 28th.
