Research commissioned by the brand recorded changes in the behavioral profile of parents in relation to previous generations
O Boticário is putting on the air a Father’s Day campaign in which it presents more affectionate, communicative fathers who are more open to demonstrations of love and affection. To arrive at the concept, created by the agency Pros, the brand started from the research “Portrait of Fatherhood and Education in Brazil”, which it commissioned from the consultancy Grimpa.
The study, with a group formed by more than a thousand parents from all regions of Brazil, aged between 25 and 55, from the ABC classes, with children aged between 5 and 15, registered changes in the behavioral profile in relation to previous generations. Fatherhood is now more participatory, involves more expressions of affection and dialogue, as well as awareness of responsibilities.
Unfolded in a campaign, learning turned into action that brings stories from five parents and their children about their experiences. In the 2’49” film, the protagonists of the narrative – single parents, non-consanguineous, trans and stepfathers – answer their children’s questions about transformations, learning and society’s demands in relation to fatherhood.
“Creating a film that is, in fact, a social experiment built from inputs from quantitative research allowed us to propose conversations that directly impact society”, says Marcela De Masi Nogueira, branding and communication director at Boticário.