Piece signed by Soko brings love as the protagonist and reaffirms the importance of cultivating and valuing different types of relationships
Riachuelo announced the launch of its Valentine’s Day campaign, which aims to invite people to give gifts to their loved ones, regardless of the label of the relationship.
With the concept “Gift for every form of meeting”, the piece designed by Soko brings love as the protagonist and reaffirms the importance of cultivating and valuing different types of relationships and their manifestations.
“We seek to reinvent ourselves with each new campaign and we saw Valentine’s Day, one of the main dates in retail, as an opportunity to impact and reach new and potential consumers. We brought Pool, in all its irreverence and youthfulness, to show that love is free and we want all lovers to be able to find the gift of their love at Riachuelo, regardless of status and labels”, said Cathyelle Schroeder, CMO of Riachuelo.
For publicity, Riachuelo adopted a strategy that goes beyond traditional media, such as social networks, OOH and communication vehicles and is investing in viral content formats with the aim of guiding and leading conversations about the date for a younger audience. .
“Riachuelo’s Valentine’s Day is a sigh of new possibilities among so many ways of relating. We understand that we don’t need to limit ourselves, but rather be part of this tension that is present in the new relationships of chatters, hookups, lovers, colorful friends or If you have affection, you have a gift, and Riachuelo has the ideal for all forms of meeting”, explained Raphael Pavan, Creative Leader at Soko.
