For the launch of Zaad Artic, the brand presents a concept film that highlights the power and beauty of duality.
Zaad, Boticário’s premium perfumery brand, has just announced the expansion of its portfolio with the arrival of Zaad Arctic, a fragrance that combines freshness with warm notes. To communicate the launch, O Boticário embarked for the arctic continent, in Iceland, and translated the exotic and wild trip into the construction of the fragrance and communication of the campaign.
Based on the Explore the world in search of the unpredictable concept, developed by AlmapBBDO, the brand invites consumers to experience and feel the power of the unpredictable.
The arrival of Zaad Arctic expands the dialogue with consumers who explore and are passionate about adventures, remarkable journeys and unforgettable discoveries. The one who freely embraces the experiences that come along the way. With all this baggage, we represent in product and campaign the exotic nuances of the unexpected, such as the exuberant natural beauty of the aurora borealis and the active volcanoes with fertile lands due to the lava”, comments Marcela De Masi, executive director of Branding and Communication of Boticrio Group.
The campaign is focused on the digital environment and features content designed for social networks and platforms, such as Google, led by the W3Haus agency. The PR strategy, with press and organic influencers, by PROS, and the curation and strategy for influencer marketing, by Publination.
The brand’s Communication team also prepared a special action for Samsung consumers. During the weekend of the period comprising the launch of the fragrance, brand TV users will be transported to Iceland with the Zaad Arctic film in their equipment.
