O Big Brother Brasil It is one of the highest-rated programs on Brazilian television, drawing the attention of millions of viewers each season. Because of this, many brands prepare annually to participate in the reality show, such as virtual commerce Free marketthe self-care brands Pantene e Rexonathe delivery app iFood and the protagonist of the new edition, Stonewhich in addition to offering payment solutions is responsible for increasing the final value of the prize.
Despite the great visibility that the program provides to these advertisers, since in 2023 BBB reached 142 million people, it is also known for controversies involving social issues, becoming a morally questionable space for companies to associate their brands
During the first week of BBB 24, the terms misogyny and machismo dominated the trending topics on X (formerly Twitter). Furthermore, racial issues are also being debated by internet users due to what the participant Davi is going through inside the house in relation to Wanessa Camargo.
Given this, an important reflection arises: how risky is it for a brand to gain so much visibility, but be supported by an environment where fights, prejudice and cancel culture are so present?
The role of people in the leadership or marketing direction of a company is fundamental to assessing whether the brand has affinity with the BBB. Considering that two-thirds of the Brazilian population watches the program, who doesn’t want to be on a program with this reach? On the other hand, the program also faces rejection from more than 40% of the population. Therefore, there is no generic answer about the feasibility of investing in BBB. Each brand needs to understand its values and assess whether these are aligned with both the program and those who watch it, commented the specialist in brand building, positioning and one of the founders of the Rebu branding studio, Fernando Andreazi, in an interview with Adnews.
From this, if a company is willing to deal with the rejection of part of the population and associate its name with the program, a second question arises: how can this brand mitigate the problems arising from the controversies that occur in the program?
Fernando Andreazi, specialist in naming and verbal identity, co-founder and creative director of the REBU branding studio, responsible for brands such as Dengo chocolates and Nude (Photo: Personal collection)
Andreazi says that in cases like this it is important that the company does not associate its brand with an individual character while he is on the program, because this could lead to a series of public relations problems, such as fights that that person in question could end up getting involved in. . This way, it is more interesting for companies to choose a participant to promote their brands after the program ends, as this way they can evaluate which character best represents the values they want to convey.
Another relevant factor that Fernando states is that brands must connect with participants and the public in a macro aspect, that is, through common feelings that bring people closer to each other and, consequently, to the brand.
For example, the Chevrolet held an action within the BBB, placing several personal objects of each participant inside a car so that they would remember their motivations, inspirations and loving ties, which is directly linked to the global positioning of the brand, which recently launched a campaign about upload stories.
Cases like this are interesting because they portray the importance of positioning a brand that conveys real feelings and connects people to pleasant feelings. On the other hand, a company that wants to invest in participating in the program just for its visibility, without offering a concrete relationship with the public, carries out a movement, according to Fernando, that is empty and without purpose.
Still on empty feelings, another situation, not necessarily negative, but far from positive, is what often happens on the program when a company, as the popular saying goes, enters silently and leaves silently. A brand’s participation in any advertising material must distinguish it from others and captivate the public to consume what it is selling, be it an idea or a product.
For these cases, Andreazi lists three essential topics for the positioning of any brand:
- Be distinctive: analyze and strengthen the fundamental elements of the brand that are easy and quick to recognize by the public, such as visual elements, a jingle or the name itself;
- Respond to people’s emotional pain: offering something unique, that only your brand is capable of providing, such as Chevrolet’s participation in the BBB;
- Impactful name: having a name that, in addition to being striking, indicates the company’s direction. For example, Mercado Livre, focused on sales and quick solutions for customers and advertisers.
This practical guide can be summarized in just one provocative question, which companies should ask themselves, which the branding expert himself used to finish his speech: What do I have to tell in terms of story besides the logo?
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