The brand presented a new logo, signature and visual identity at an event that took place this Wednesday (13), in So Paulo
Brastemp presented its new brand positioning last Wednesday (13), during an event that took place in São Paulo.
The brand’s new moment will feature Brastemp being another world, a redesigned logo, a new avatar and new colors designed to reflect changes between generations. Furthermore, the brand promises to raise important issues such as ageism, men’s participation in the daily routine with their children and the relationship between people and their pets.
Brastemp is a brand very well regarded by Brazilians, with a high awareness that has become a jargon in the country, so we revisited our past and reinforced the strength of the brand in a younger way, with current themes. What brought us here over the 60 years we have been in Brazil needed to be revised so that we can remain for the next 30, explained Patrcia Pessoa, director of marketing and innovation at Whirlpool.
With the purpose of changing the house to change its world, the brand began communicating its repositioning at the beginning of September with the piece Refrigerator, written by DM9, which featured Selton Mello in an emotional narration that highlighted the remarkable moments of life that people put it on the fridge through photos and ims.
The repositioning work was done by Ana Couto, who proposed the new signature and visual identity; FCB, which produced the other campaign films and the entire offline media strategy, and DM9, is responsible for the brand’s digital strategy and the event. The PR part was done by FSB Comunicação.
Now, Brastemp has a straighter logo and new colors beyond the traditional orange, such as marsala, green and blue.
We are not usurping anything or stepping into anyone’s shoes. This is our place and our new signature talks about the brand being beyond compare, but without being in an arrogant way. It shows this new generation that there is another level when we talk about products, but this is another world that we want to show the entire universe that exists within people, said Patricia.
The repositioning was divided into three stages, the first being marked by the campaign with Selton Mello. According to the executive, the second phase will raise themes related to new generations and will be presented with three videos, signed by FCB.
The first, entitled Vestibular, will deal with ageism, showing a mother and her daughter exchanging knowledge and studies for the entrance exam. In the end, the entire process was revealed to the mother, who had the dream of studying medicine.
In Roupa Suja, the brand brings the relationship between father and son and proposes a reflection on men’s participation in the family routine and, finally, in Guarda Comparada, it raises the issue of the relationship between people and their pets, showing a couple who share custody of their dog.
The third phase of the campaign will be focused on digital, with collaborations and the presentation of the brand’s new avatar, the Explorer, represented by a boy who will evolve over time.
The communication will be broadcast on a national network, advertisements on street furniture in the main Brazilian capitals and will rely on a digital strategy.