Signed in partnership with WMcCann, the action highlights the importance of probiotics for daily well-being.
Enterogerminathe leading brand in Consumer Healthcare probiotics at Sanofi, will appear in Globo for the second time, now in the plot Renascer, by author Bruno Luperi. The strategy seeks to connect the real world to the soap opera’s backstage in a contextualized and organic way, in an action that begins in the chapter that airs today, February 27, and extends to Globo’s digital platforms.
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, declares Marlia Zanoli, Director of Consumer Healthcare Marketing at Sanofi.
During the soap opera, the public had the opportunity to follow a fun exchange between the characters Incia (Edvana Carvalho) and Norberto (Matheus Nachtergaele) inside the sale. In the situation, the owner of the establishment recommended to his friend a quality product that he brought from IIhus: Enterogermina. According to the character himself: Good bacteria, good. 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. All of this suggests the importance of Enterogermina in everyday real life.
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 Encontro com Patrcia Poeta program, reverberating and amplifying the reach of different audiences, in addition to Tati Machado conducting exclusive content on gshow’s social networks, showing behind the scenes and the routine of the actors during the recordings of the soap opera, where Enterogermina is included in the discussion, which highlights how the probiotic reestablishes and balances the intestinal flora, being essential for dealing with the rush of everyday life.
Expanding the conversations that start on TV to other platforms, the project also features special deliveries on Globo’s digital platforms, such as gshow itself, globo.com, in addition to a strong presence on TV Globo’s social networks and partnerships with influencers. A 360 journey, focused on content and conversion, prioritizing the best performance at each point of contact with consumers.
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