Created by Publicis Brasil, it has advertising on Rede Globo and a digital strategy in partnership with LiveMode and CazéTV
Vick announced the launch of a campaign that aims to show the importance of breathing well at any time in life, including when playing sports.
The piece, signed by Publicis Brasil, stars the Brazilian national team player who is participating in the Olympics, Gabi Portilho, who shows the ways her mother took care of her breathing since she was a child and how she prepares for each match.
“The entire campaign was designed to show that Vick has helped us breathe since childhood, but now the brand is a great ally not only for Brazilian athletes in the Olympics, but for all sports practitioners. Our mission is to expand a brand that is already recognized in the market into this field of sports practice, reinforcing the main message of the importance of breathing at all stages of life,” said Mauro Ramalho, CCO of Publicis Brazil.
The campaign is being promoted on Rede Globo and features a brand media strategy that includes content on TikTok, in partnership with LiveMode and CazéTV.
“Vick has a legacy of care and well-being that spans generations. Now, at the Olympics, we want to showcase the importance of breathing as a fundamental element for general well-being and especially for those who play sports. By partnering with renowned athletes and engaged influencers, we want to inspire the public to adopt a more active and healthy lifestyle,” said Sergio Guerra, P&G’s Cold & Flu Marketing Director.
The brand, which is a partner of the Paris 2024 Olympic and Paralympic Games, will continue to explore the asset to reach people and promote awareness of the benefits of breathing.
In addition, P&G will also have a Pavilion at the Rodin Museum in the central region of the French capital to welcome press, athletes, influencers and the general public. The venue will also feature interactive activations and experiences that celebrate the practice of sports.
“We are incredibly proud of our partnership with the Olympics here at P&G. Through our Vicks brand, we are actively engaged in this partnership and highlighting the importance of deep breathing in all aspects of life. We are especially proud to have the opportunity to champion sports and gender equality, and to exemplify our support for both through our collaboration with the inspirational Brazilian soccer player, Gabi Portilho,” concluded Martin Barua, Vice President, P&G Health.
