Memes and viral content are the lifeblood of the internet because they entertain and engage the public. This was O Boticário’s bet to talk to consumers about the new line ‘Cuide-se Bem Cookie or Cookie?’. I don’t know about you, but our team thought it was very creative!
Taking advantage of a subject that, naturally, divides opinions throughout Brazil, Cuide-se Bem, O Boticário’s personal care brand, raises the debate “is it a cookie or is it a cookie?” with new products that have a characteristic fragrance and texture, playing with the subject.
This debate is a Brazilian classic. from the insight creative “the people decide”, the brand even invited consumers to vote, based on a strategy that gathered conversation and community interaction on social networks as central elements!
@oboticario It’s time for Brazil to decide! Prepare your finger to vote from the 11/07th and decide the name of my new launch: BotiÉBiscoito or BotiÉBolacha?
What is your team? #the boticario
♬ original sound – oboticario – oboticario
What is your team? #the boticarioThe offline phase of the campaign has correspondents located in four Brazilian states: the creators Valentina Bandeira, in Rio de Janeiro; Fausto Carvalho, in São Paulo; Guilherme D’lucca, in Goiás; and Raoni Oliveira, in Bahia, who took to the streets to open up discussions with the public in each of the regions.
In addition, over 300 influencers will be activated by the brand, representing the 26 Brazilian states, in addition to the Federal District. O squad is responsible for offering product experimentation to the public who, in contact with the fragrance and texture, is engaged in playing and answering whether it smells like biscuits or biscuits.
On social networks, the brand engaged the community by promoting voting by tagging hashtags on Instagram, TikTok and Twitter, and through a voting system that became available on landing page exclusive to the launch ecommerce by O Boticário, on the 11th and 12th of July. The voting results will be released this Friday (14) in a digital film on the brand’s social networks. You are team #botiébiscuit or team #botiébolacha? Adnews is #botiébolacha with a card!
“The truth is that there is no right or wrong. As a brand, we took the opportunity to foment a national controversy, marked by regionalized aspects and characteristics, to bring consumers from all over the country to the center of this conversation, encouraging interaction, engagement and contribution from our community in feeding this discussion with lots of humour, fun and lightness, with an irreverent and relaxed strategy, which connects with the territories of Cuide-se Bem”, comments Marcela De Masi, executive director of Branding and Communication at Grupo Boticário.
The launch strategy bets on creative ways to enhance the classic discussion.
“Digital campaigns need to have the potential to create a conversation by putting the consumer at the heart of it. And here we start from a discussion, and we take a ride on a conversation that already exists in the mouth and in the timelines. This way, people can identify and relate to the campaign, to the point of wanting to surf this wave with us”, adds Marcela.
Created by W3haus, Ecossistema agency, Stefanini Group’s Haus, and responsible for Grupo Boticário’s networks, the campaign guarantees a genuine connection with the public and generates a sense of belonging.
“The idea for the launch of ‘Cuide-se Bem Biscoito ou Bolacha?’ is associated with the behavior trend of Generation Z, target of the brand, since customers of this generation expect authentic experiences, with interaction and personalization at the time of purchase”, explains Natália Fava, Boticário’s Creative Director at W3haus.
Stay tuned to Adnews on Instagram, LinkedIn and Threads! For us, leaving the obvious is as obvious as creating and transforming.
The post Biscuit or cracker? O Boticário launches a line inspired by the Brazilian dilemma first appeared on ADNEWS.
