The “São João das Minas” action was created by PROS and is part of the communication to launch the brand’s nighttime pad
Intimus announced the launch of the “São João das Minas” campaign, which aims to encourage the strength and entrepreneurship of Northeastern women.
The action, created by PROS, is part of the communication to launch the Intimus Noturno sanitary pad and aims to praise the female progress of Northeastern women who have marked history, such as Madalena Caramuru, symbol of the struggle for women’s literacy in Brazil; Ana Néri, recognized for her achievements in nursing; Esperança Garcia, who was recognized by the OAB/PI as the first lawyer from Piauí; and among others.
“With the action, we want to help bring to light the history of women who contribute to the realization of the event; women who are in search of progress, as the brand encourages, regardless of menstruation, and deserve this appreciation. This campaign is theirs and for them”, reinforced Marisa Cury Cazassa, Kimberly Clark’s executive marketing manager in Brazil.
The campaign is curated by journalist Dani Arrais from Pernambuco and will last between June and July, in addition to six entrepreneurs from the Northeast who will tell their stories in videos presented by Intimus ambassador Thaynara OG.
“Intimus is a brand that has increasingly acted with purpose in empathic and relevant communication actions, such as the one in São João das Minas. It is a narrative 100% connected with the brand’s values”, reinforced Katia Santos, planning director at PROS.
Intimus’ communication strategy, as well as the advertising campaign and the media plan, are from the Ogilvy agency, and PROS, in addition to creating the action, is responsible for PR and influencer marketing.