Mariana Nunes compares new line of fabric softeners with the soap opera’s mysterious script
Mariana Nunes, actress from the soap opera Todas as Flores, stars in the new Comfort campaign, which makes a connection to the Globo serial, whose plot is full of mysteries and olfactory sensations, with the purpose of the new line of premium fabric softeners Comfort Segredos, which invites people to unravel the mysteries of their perfumes.
In the advertising campaign, Mariana questions whether her character Judite Xavier, as well as Mara, played by Sophie Charlotte, would be able to discover which fragrances were used in fabric softeners 36 and 48, the names of the products and which refer to the amount of fine perfumery used in the formulas.
Judite would love these clothes fragrant and I would definitely want this perfume for her and even for Rhodes [loja de luxo fictcia da novela]. It looks like a flower fragrance, you know? Mara would be the perfect person to find out, Mariana jokes, in the Comfort Segredos commercial.
The commercial with Mariana Nunes was strategically broadcast shortly before the start of the soap opera, an invitation for people to decipher the mysteries of the plot, and the premium fabric softeners from the Comfort Segredos line.
Original Globoplay, Todas as Flores was a hit with the streaming audience and gained space on the TV Globo schedule. The plot, which has as one of the backdrops the universe of perfumery, is sponsored by Comfort on open TV, which also explores the full power of fragrances and uses flowers as the main symbol to transmit perfume.
The fabric softener brand identified an opportunity in matching the story of the soap opera, which addresses the theme of creating perfumes, as well as Comfort’s work in creating its products.
Perfume is a sensorial spectacle explored by smell and is also the main attribute that consumers look for when choosing a fabric softener, which directly influences the purchasing decision. As a brand that has this attribute as its main benefit and increasingly superior formulations, investing in a novel that brings this background focused on perfume and that explores the sensory senses in the development of fragrances, in addition to connecting with our main messages and having everything In line with our purpose, it still values this olfactory perception, which is incredible for us, adds Beatriz Seabra, Comfort’s marketing manager.
