Camilo Leles, communications, branding and digital manager at Saint-Gobain Produtos para Construção, talks about the brand’s new campaign, positioning, among other topics
Created in 1937 to carry out the renovation of Viaduto do Chá, in São Paulo, with the supply of the first industrialized mortar in the country, Quartzolit relies on tradition to remain strong. To represent values such as trust, proximity and tradition, the brand has singer Michel Teló as its poster boy, who stars in the ‘Quartzolit, a success that crosses generations’ campaign, developed by Innova.
“We were looking for someone who represented the Brazilian people and capable of communicating with the most diverse audiences – from bricklayers, shopkeepers and the end consumer”, says Camilo Leles, communications manager at Saint-Gobain Produtos para Construção, owner of Brasilit, leader in fiber cement tiles in the country and synonymous with the category.
In the following interview, the executive also talks about the brands’ sponsorship strategy for Brazilian football.
What is it like to maintain the tradition of a brand like Quartzolit?
Maintaining the tradition and strength of the Quartzolit brand is a huge responsibility. The company is a reference in the sector and is recognized for the quality of its products by everyone involved in the Brazilian construction scene, from responsible applicators and technicians to entrepreneurs, research institutes and the entire construction materials distribution chain. Furthermore, Quartzolit is a brand loved by Brazilian professionals. The company reinforces its tradition and pioneering spirit, being one of the most well-known and admired brands in the sector in Brazil.
How many years has the brand been on the market and how does it communicate with the Brazilian consumer?
Founded in the country in 1937, to carry out the renovation of Viaduto do Chá, in the city of São Paulo, with the supply of the first industrialized mortar, the brand has been collecting, since then, stories and innovative solutions on the market. With more than 85 years, Quartzolit stands out for its success that spans generations, having been part of the lives of Brazilians for decades. A company built by people for people, helping stories to happen from the first project to today, in so many homes and among so many audiences. Communicating and representing this audience, the brand has had country singer Michel Teló as its ambassador since 2023. The artist reinforces the brand’s tradition with the campaign ‘Quartzolit, a success that crosses generations’.
Does the brand have a jingle? What is the positioning?
The brand’s positioning is ‘Confidence’, reinforced by the ‘Quartzolit, a success that crosses generations’ campaign, launched in 2023, which stars the brand ambassador, Michel Teló. The campaign features four advertising films, spots and advertisements in print media, OOH and posts on social media.
What is Quartzolit’s participation in the mortar, grout and waterproofing sector in Brazil?
Quartzolit is the market leader in mortars and grouts, being the Top of Mind brand in laying coatings. Quartzolit has the largest mortar factory in the world in Jandira.
Why was Michel Teló chosen to be the brand’s poster boy? Is there a campaign with him on the air?
Michel Teló has been an ambassador for Quartzolit since 2023. We are looking for someone with the brand’s values such as trust, proximity and tradition, who represents the Brazilian people and capable of communicating with the most diverse audiences – from bricklayers, store owners and the end consumer. The campaign with the artist reinforces the brand’s tradition with the motto ‘Success that crosses generations’, being the successor of Rolando Boldrin, who has been the brand’s poster boy since the 1990s. The campaign is on air and has a strong presence in digital media, TV, radio and out-of-home media.
Read the full article in the May 13, 2024 edition
