The song, performed by the singer from Pernambuco and the Banda de Pfanos de Caruaru, aims to celebrate the main commemorative date in the northeast
With the arrival of the most awaited time of the year for people from the Northeast, São João, several cities and their residents began to prepare for the festivities. Knowing the relevance of the date for the region, Boticário launched a campaign that aims to celebrate the Northeastern people and the local culture.
The brand’s already traditional song in campaigns at this time of the year, Se aprochegue So Joo, received an unreleased recording and videoclip, in addition to being sung by Pernambuco singer Joo Gomes in partnership with Banda de Pfanos de Caruaru.
The campaign will be publicized on social networks and on open TV for the Northeastern population.
In 2023, we highlight a universal element of São João, the music, uniting traditional and modern interpretation, in a special version of Se Aprochegue São João. Through actions like this, special for the northeast, the brand solidifies, even more, its connection with consumers in the region, said Jacqueline Tobaru, Boticário’s Regional Marketing director. The music will be accessible on the brand’s profiles on social networks and on the Sua Música platform.
In addition, Boticário will also be the sponsor of the events in Caruaru (PE), Campina Gande (PB) and Petrolina (PE), as a way of reinforcing its support for cultural and nationally known movements and foresees a series of activations.
In Caruaru, the brand will have a stand formed by an accordion four meters high located at the train station. The space will bring together gamification, product experimentation, interactive content, music and shopping in thematic stores.
In Campina Grande, the brand will take one of its Sustainable Stores, points of sale that have as a differential the reuse of recyclable plastic, and have low water consumption in the manufacturing process, all decorated for the date.
