Brands such as Americanas, with a campaign by WMcCann, and O Boticário, created by AlmapBBDO, bring diversity and inclusive reflection
The opportunities for Father’s Day are endless. Of course, there are plenty of affordable gift offers. But there are alternatives, such as the one offered by the movie platform Looke, which is releasing the original title ‘Like Father, Like Son’ on the eve of August 11, a Spanish comedy starring Karra Elejalde and Enric Auquer.
The story focuses on Mikel, a young chef who finds his father, who had been missing for some time. Many things in common can contribute to creating a pleasant atmosphere before the movie, such as lunch and gifts. The scene on this day of the calendar is typical and similar to others, but it really activates business, something essential in these times of a leaner economy.
Pais, as Ampro (Promotional Marketing Association) explains, kicks off the second half of the year season, which then includes Children, Black Friday and Christmas. Based on research by the National Club of Retail Directors, the entity estimates that revenue could reach R$26.94 billion, 5.2% higher than last year. “Celebratory dates are strategic opportunities to build customer loyalty and attract new consumers through experiences with immediate impact, generating memorable perceptions,” summarizes Heloisa Santana, president of Ampro.
A study consolidated by Kids Corp with 5,135 parents of children between 3 and 18 years old, with fieldwork in June of this year, points to a conversation about consumption in families.
“The analysis found that advertising brands are strongly present in conversations between parents and children when it comes to consumption, with a 46% incidence. Children exert a strong influence on purchasing decisions, with 65% of parents indicating that the opinion of children is decisive in the discussion about which clothes and shoes they (their children) can buy, a figure that is around 58% in the case of toys and 45% when it comes to apps and video games”, ponders the statement from Kids Corp. “We think it is appropriate to identify points of convergence between parents and children in their daily relationships, so that brands can understand their presence and potential for connection within this dynamic”, adds Ricardo Wako, country manager of the company in Brazil.
Read the full article in the edition of propmark August 5, 2024
