The pharmaceutical company expects the Doces collection to engage with Generation Z and Alpha audiences
Cimed announced a partnership with singer Ana Castela for the launch of Carmed brigadeiro, already nicknamed Carmed Boiadeira.
The new product will be available in pharmacies during the month of July and is part of a collection of sweet aromas that, in addition to this one, also includes the flavors Condensed Milk and Dulce de Leche.
“Ana Castela was chosen for the collab by the singer’s fans, who were all asking for it on social media and we listened to our community a lot. In addition, she is in tune with the brand and with the same consumer audience for the moisturizer. Her authenticity and charisma are in total synergy with the proposal of Carmed Brigadeiro, which celebrates one of the most beloved sweets by Brazilians”, said Karla Felmanas, vice president of Cimed.
The expectation is that Carmed Doces will engage with the Generation Z and Alpha audience, who are already Carmed consumers and have Ana Castela as a musical reference, in addition to an emotional relationship with the chosen sweets.
