For the first time, the Reckitt Hygiene Comercial unites two leading brands in a joint action. Lookleader in surface cleaning and with more than 50 years in Brazil, and Vanisha specialist brand in clothing care, come together to “cause” in the promotion “Juntas Elas Causam Em Dobro”, with prizes of R$10 mil every day and BRL 1 million in the final draw. the ambassadors jojo todynho e Giovanna Ewbank star in the campaign film.
The promotion, developed by the agency MKT Housegoes for any product from both brands and the joint purchase of Veja and Vanish items guarantees double chances of winning.
Ana Paula Tintim, head of marketing for Vanish
“We want to encourage consumers to try the best products on the market and realize that using them together in everyday tasks can make routine cleaning much easier.”
In the film, created by BETC HAS, ambassadors Jojo Todynho and Giovanna Ewbank meet at a “revelation tea” in which they present in detail the mechanics of the promotion. “Gio and Jojo are two incredible women, with strong opinions and who alone already cause a lot, imagine together. The perfect names to cause with Veja and Vanish in the campaign”, says Melissa Pottker, Creative Director of BETC HAVAS. “Along with the promotion, we wanted to bring entertainment. And with Gio and Jojo together with Veja and Vanish, it was easy and natural to get there”, comments Juliano Almeida, Creative Director at BETC HAVAS.
Check out the movies with Jojo Todynho and Gio Ewbank:
Claudia Rocha, CEO at MKT House, comments:
“The promotion unites two iconic brands that are a reference in facilitating domestic activities and has as the ‘icing on the cake’ two celebrities and influencers who will certainly bring enormous engagement to the initiative. We do a deep dive into brand identity and consumer profile, transforming this information into an easy-to-participate promotional action – registrations can be carried out via WhatsApp or via the hotsite – several chances to win, with daily prizes, and a grand final aspirational prize of BRL 1 million reais.”
Fernando Gama, Marketing Director at Veja, says:
“The promotion is a big bet for us and represents Reckitt’s great confidence in the Veja and Vanish brands, since no promotion of this magnitude had happened until today. It’s the perfect way to kick off the rest of our actions this year.”
“Together They Cause Double” is the promotion with the biggest investment that Reckitt has ever made. In a partnership with Globo, the company guaranteed a place in the programs Mion’s Cauldron, Encounter e More you. In addition, there will be a content strategy on the social networks of Veja and Vanish and the ambassadors, as well as OOH, digital and TikTok deliveries.
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