The campaign created by FCB/SIX for Mon Bijou to be on social networks, digital platforms and TV
In 2007, Reynaldo Gianecchini appeared singing alongside Carlos Moreno in the Mon Bijou campaign, a Bombril S/A brand. Millions of people were impacted at the time, which made it one of the brand’s most remembered campaigns. Now, the actor returns to lend his charisma and his voice in a new advertising campaign for the company.
“Mon Bijou is only praise!”: this is the motto of the new Mon Bijou campaign. Connected to new market demands and bringing the very latest in innovation, the brand shows that, with its broad portfolio, it is attuned to different tastes, desires and needs, listening to what the consumer says.
“People are changing, and we are also always reinventing and innovating. Bombril has always been a pioneer in its advertisements, seeking a direct link with its public. We believe that the launch of the new Mon Bijou line is a watershed for the company. , which returns to the media with the humorous mood, which has always been a characteristic of the brand, but understands the new moment in the market and bets heavily on a strategy focused on digital”, explains Gustavo Amaral, Bombril’s marketing director.
The campaign is the first action created by FCB/SIX, which took over Bombril’s communication at the beginning of 2023. The narrative starts from a request for praise from actor Reynaldo Gianecchini to his followers on social networks. In the first phase, the actor receives compliments sent by fans and the result thereof, in addition to digital content that also involves other influencers and vehicles a song, also released in the digital media environment. As the campaign progresses, influencer marketing actions intensify. Afterwards, the brand returns to television, with merchandising.
For Juliana Vilhena Nascimento, managing director of FCB/SIX, “Mon Bijou has grown and has new clothes. We are very proud to shed light on this evolution with conversational communication, which connects the brand’s past and present through data activation”.
