Director of P&G Hair Care brands highlights the fundamental role of the BBB in breaking down prejudices about hair care.
The 24th edition ofBig Brother Brasil It is already among us. If, for the viewer, the anxiety was already great, the scenario is not so different for P&G, which celebrates its fourth consecutive year as sponsor of the program. The focus in 2024 will be on brand productsPantenee Downywith an emphasis on promoting the best personal care and clothing care items to attendees.
More than a television phenomenon, BBB is known for its ability to involve millions of viewers and promote more authentic dialogues and interactions across multiple channels based on a fundamental aspect: the routine of the most watched house in the country.
The variety of dynamics, such as themed parties and competitions, plays a fundamental role in the company’s strategy. These moments allow P&G to position its products in an authentic way, materializing the universe of each brand, which provokes the imagination of viewers and reinforces visual identity attributes. Pantene’s party in the 2023 edition, for example, not only focused on the aesthetics of golden shine and visual glamour, but also, through elements such as music, highlighted the launch of the Pro-V Miracles Equilbrio Raiz e Pontas collection, emphasizing the confidence that healthy hair can offer.
We believe that the program reflects, in a certain way, the diversity of society. Pantene knows that hair can represent who we are and that is the brand’s mission, to break pre-established concepts about hair and promote that beautiful hair is the one that brings out the best version of ourselves. The genuine dialogues we have built over these four years, to talk about hair care or self-confidence, show us that we are on the right track with this partnership,explains Thiago Nakashima, director of Hair Care brands at P&G Brasil.
Furthermore, the sponsorship strategy, aligned with the program’s diversity, strengthens P&G’s commitment to representation and plurality, establishing a more meaningful connection with its consumers. By choosing the program as a prominent platform, P&G reaffirms not only the excellence of its products, but its relevance in the Brazilian cultural context.
Over the past few years, this consistent communication, which demystifies the benefits of its products through simple narratives, has also proven to be very effective in positioning P&G brands. Based on active listening, in 2022, Downy, the leading brand in fabric softeners (based on Nielsen Brazil data for the year 2022) and most remembered by Brazilians (Top of Mind Award 2023, Folha de São Paulo), impacted Brazilians beyond softness and the formula with perfume capsules when called Dni by singer Naiara Azevedo, today the brand’s ambassador.
For this year’s edition, the brand will introduce a new concept, “Breathe, Downy”, developed by the Gray Brasil agency, which will permeate all its actions within the house. The objective of the communication is to highlight that, when choosing Downy products, consumers can rest assured that their clothes will remain fragrant, even after a long period of storage.
Taking advantage of the reach and brand recall that Downy’s sponsorship has brought, we want to further consolidate our authority in perfume that protects against bad odor. Our intention is that, more and more, consumers have the opportunity to discover the superiority that Downy offers, and the program is a great showcase for us to achieve this objective, says Maria Belen Silvestris, Downy’s senior marketing director.
The nature of the program, which places participants in an intense interaction and exposes their daily lives, offers P&G a unique platform to naturally connect its brands to the participants’ daily lives, promoting identification with viewers and amplifying the presence of its brands in people’s memories. people spontaneously. To follow the entire trajectory of the brands in the 24th edition of Big Brother Brasil, follow the@PanteneBrasil e@DownyBrasil no Instagram and@PanteneBrasil e@DownyBra no Twitter/X.
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