The two companies were selected to take care of communication and develop a new advertising campaign for the brand
WMcCann is the new agency responsible for the integrated communication of all products of the Francis brand, owned by Flora. The brand will also continue its work with Inovnation, an innovation hub that has Alexandre Gama as founder and CEO.
Traditionally recognized for its line of bar soaps, the brand opened up its range of operations and bet on new categories, such as deodorant and liquid soap, in addition to vegan soaps. Francis’ objective is to provide the brand with naturalness and youthfulness, highlighting its differentiation in fragrances inspired by fine perfumery and a new visual identity.
The Francis brand is iconic and much loved by Brazilians. In recent years, Flora has worked hard to innovate, putting the brand at the forefront of the mainstream market, says Andr Frana, president of WMcCann.
We created the positioning, the brand’s territory and the creative proposal, generating a strategic path. Francis’ portfolio has been completely modernized, and it is very gratifying to contribute to this key phase of the business and the new deliveries of the brand, says Alexandre Gama.
The first campaign developed by the new agencies will be launched soon. Francis completed 50 years of history in 2022. We know the importance of communicating all our transformations and we are now working with two major agencies to make this happen at the height of the brand, concludes Mauricio Utiyama, business director of the Pele da Flora BU, responsible for by Francis.
