With a digital campaign created by DM9, the brand is betting on influencers and partnerships to showcase the product’s features
Brastemp has announced the launch of four new colors for its Retrô minibar. Now, the brand is betting on four pastel tones — Green Jasper, Rose Quarts, Classic White and Blue Zircon — and aims to reach and connect with generation Z.
For the promotion, the brand is betting on a completely digital campaign, signed by DM9, which has the motto “Start with a Retro” and brings influencers such as Malu Borges, João Guilherme, Blogueirinha and Gabb to show the ways in which the product can be inserted into the daily lives of this segment of the population.
“Our goal is to be increasingly closer to different consumer profiles and the new generations are very important for the brand because they already have a very large representation when we think about our segment. It is a generation that greatly influences the purchase of home appliances and, with this project, we want to establish these conversations and connections through a traditional and iconic product of the brand, which is the Retrô minibar”, explained Bertha Fernandes, Head of Brands at Whirlpool.
The campaign was divided into two phases, with the first showing how the product can be inserted into different environments. The second phase features a collaboration with Pinterest, a platform that has become increasingly relevant for young people, based on “moodboards”. With this partnership, the brand will invite consumers to co-create spaces based on Retrô.
In addition to the influencers mentioned, Bertha Fernandes also stated that the brand will partner with some names in the gaming world. “We know that there is a portion of this generation that spends a lot of time playing games and Retrô can also be an ally for these people. We tried to observe which territories would bring us closer to this dialogue, showing the product in a functional way through various perspectives. We were concerned with being very plural”, she added.
At the points of sale, Gabriel Barbieri, marketing director at Whirlpool, explained that the focus will be online — which is the strongest channel for sales of this product — and in showcase stores such as Fast Shop, for example.
“Since we launched Retrô, the line has aimed to connect with consumers, bringing trends, different colors, as well as new textures and materials. I think the role of Retrô is to connect with these customers who are more connected to architecture, design and decoration. It is a line that every year we try to bring something new precisely to maintain this connection”, stated Barbieri.
Regarding the new colors, the executive gave credit to the work of the brand’s design team, whose job is to monitor and follow the direction the market is taking based on changes in consumer tastes, and highlighted that the line works as a “fashion show” for the brand and that, if successful, they will consider applying the elements to other products.
Furthermore, Barbieri also highlighted the product’s multifunctionality, something that is being highlighted throughout the campaign. “We have some studies that show that Retrô is a versatile item, so people can use it as a minibar or as a cabinet, a decorative item. This multifunctionality makes this a line that we believe in and invest in. It is timeless,” he added.
The launch was accompanied by an event at the Martinelli Building, a traditional building in downtown São Paulo, which took place on Tuesday night (16) and was curated by the duo Two Lost Kids, who were responsible for creating three environments based on Retrô’s new colors.
The event also featured the presence of Brastemp’s partner brands, such as Sephora, Simple Organic and Pinterest, which carried out activations throughout the night and will be responsible for publicity.
Sephora has a makeup touch-up area and Bertha Fernandes explained that some stores in the chain will now have Retrôs. Simple Organic has been added to the minibars.
“When we talk about generations, we tried to understand how Z has related to this product and we saw that it is a group that is very connected to skincare, for example. With that, we saw the behavior of people who store their products in the refrigerator for conservation reasons and Retrô even fits into this role”, concluded Bertha Fernandes.
