Make the Bombril brand reconnect with people and generate conversations through social networks and packaging. It is from this premise that Bombril hits the market in September with a new visual identity, more modern and digital language and full of stories to create connections.
Philip Koerner Bombril Marketing Manager, says:
“We want to stimulate conversations about the stories of families, their connections and relationship with the home where we have been present for more than 74 years. Every long relationship has amazing stories. With Bombril and the Brazilian people it is no different, so there is a good story to tell.”
With a daring strategy, the brand’s return on social networks had the disappearance of some celebrities, among them Babu Santana, Edson Celulari, Marcos Pitombo and Monique Alfradique, who announced their departure from the networks for “mental cleaning/hygiene”. After a few days, they returned reporting that even Bombril was away for a while, after all, moments of reflection and pause are excellent to continue developing.
This great buzz is followed by many new features with the new campaign that takes up the #1001 utilities in a fun and up-to-date way, in addition to launching the #1001histories, stimulating conversation with the public. The action with the disappearance of influencers is the first of five more phases that lie ahead. The action will also include invitations for consumers to share their thousand and one stories with the brand and the making of films with some of these real situations.
The public’s inspiration with its 1001 Bombril stories defines the brand’s new advertising film. The brand, which became iconic with its campaigns starring Carlinhos Moreno in the 70s and saw its sales explode across Brazil, is now also inspired by the stories of its consumers. It’s a new moment for Bombril, to co-create with its audience.
According to Philip Koerner Brand Marketing Manager:
“Nothing better than the stories of consumers with Bombril to star in the return of the most nationally known steel sponge to the world of communication. From the shared reports, we will develop the entire script for the new Bombril film. We believe that when we take care of the house, we take care of ourselves. And of all those who turn this space into a home. That’s why we work every day to make this relationship simpler, easier and more relaxed; whether through products, services, experiences, conversations or stories.”
The investment will also take place at points of sale and with channels and customers. Bombril will take actions to strengthen visibility in stores, reinforcing the new identity of the “yellow block” and the brand’s major exhibitions, through differentiated promotional materials and the planning of extra points suited to the profile of each channel and supermarket chains. In addition, initiatives to improve communication and partnerships with customers are also in the focus of execution.
Rogério Pires, Trade MKT, Execution and IM Managers at Bombril:
“Execution has always been a strength of Bombril and now we will return to the points of sale with a plan of consistent visibility and good coverage. To this end, we will focus on planning and partnering with customers and on developing impactful and efficient materials for points of sale.”
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