Ao, which will air this Tuesday (27), contemplate activations on Globo’s digital platforms and social networks
Enterogermina, a Consumer Healthcare brand at Sanofi, will appear on Globo for the second time, now in the plot ‘Renascer’, by author Bruno Luperi. The strategy aims to connect the real world behind the scenes of the soap opera, in an action that begins in the chapter that airs this Tuesday (27), and extends to Globo’s digital platforms.
During the soap opera, the public had the opportunity to follow a fun conversation between the characters Incia (Edvana Carvalho) and Norberto (Matheus Nachtergaele) inside the store. In the situation, the owner of the establishment recommended to his friend a quality product that he brought from IIhus: Enterogermina.
The character himself says that it is ‘good, good bacteria’. However, the situation will not just remain within the content. It also spills over into the break, breaking the fourth wall. During the commercial break, the audience will see the behind-the-scenes of the plot, with Marcos Palmeira also invading the set to talk to his co-stars and explain the benefits of the product.
Signed by Globo in partnership with WMcCann, the actions take place inside and outside the soap opera. In addition to the activation in ‘Renascer’, the brand will also be present as part of the program ‘Encontro’, presented by Patrcia Poeta, reverberating and amplifying the reach of different audiences, in addition to Tati Machado conducting content on gshow’s social networks.
“The presence of Enterogermina in ‘Renascer’ connects fiction and reality, bringing the public closer to probiotics in an authentic way: on a daily basis. The action strengthens the brand’s consideration and reinforces the importance of taking care of intestinal health”, stated Marlia Zanoli, director of marketing in Consumer Healthcare at Sanofi.
