Nicole Jardim, marketing director for Gillette Venus, gives details of the process for building the character
In the last week, the internet was taken over by the repercussion of the new campaign “I shave for this”, by Gillette Venus, whose protagonist is his new influencer, “Claudia’s PPK”.
The presentation of the bold character of the brand divided opinions on social networks, leaving the public with many questions about the preparation of the campaign. To answer Internet users’ questions, the propmark spoke with Nicole Jardim, marketing director for Gillette Venus, to understand how the creative process of the campaign took place.
The campaign’s publicity strategy
According to Nicole, Gillette Venus created Claudia’s PPK to generate conversations about waxing and intimate care, always with the aim of respecting women, their different stories, the relationship of each one with their skin and the decision to opt or not. by depilation.
“In addition to the character and the profile created on Instagram, the campaign has a squad of more than 30 women who represent different Brazilian women. They are artists, celebrities, presenters, singers and influencers who reinforce the messages about our products, the new Gillette Venus line for the intimate region and on Claudia’s PPK profile, with the aim of generating impact and bringing information to everyone”, explained Nicole Jardim.
O buzz in the networks
With the strategy, the light campaign and with a good-humored touch on intimate waxing, it became one of the most commented subjects on social networks.
As expected by the brand, the new campaign was embraced by many people, but also received numerous negative reviews, both from men and women themselves.
claudia’s ppk simply one of the best campaigns of the year
no wonder the agency receives huge awards every year pic.twitter.com/bZiizjtjwM— kiti moura (@kitimoura) June 22, 2023
People ?
In addition to the clueless mascot called Claudia’s PPK, Claudia’s official profile follows a lot on Instagram.
My God, whose terrible idea was this? pic.twitter.com/MFIe4qaaJe
— Levi Kaique Ferreira (@LeviKaique) June 22, 2023
“Since Claudia’s PPK addresses intimate care, a topic that is still a taboo among women and society in general, we expected the campaign to open a dialogue with different opinions. The campaign’s objective is to contribute to reducing people’s resistance to regarding these issues, talking to the community, but always respecting each one’s preferences, diversity and choice”, explained the executive.
the creation team
Still on social networks, some women were curious to know who was behind the creation of the character and, above all, to know if there would be women on the team.
What impresses me the most is knowing that this went through a marketing team, the service, the project manager, the client’s approval and no one thought “look, maybe this isn’t the best advertisement in the world” https://t.co/ h4VuSWkPbo
— Gabriela Graal (@GabrielaGraal) June 21, 2023
According to the company, Gillette Venus relied on internal studies and partner consultants to define how the character would look, focused on an adult audience and in a way that collaborated with the objective and tone of the campaign. And yes, the content was created by a mostly female team.
“The contents were created, directed, produced and executed by a team made up mostly of women and validated by an external consultancy, Think Eva”, pointed out Nicole.
Why “from Claudia”?
In addition to people who didn’t like the campaign’s character and tone, another question lingered: why “Claudia”?
my WHAThttps://t.co/mdt6JHOkAH
— claudia (@claudierla) June 21, 2023
In addition, many women who call themselves Claudia were revolted by the choice of name. On the character’s own Instagram, many claudias commented indignantly about the situation.
To make matters worse, a shaving/epilating razor brand launches a ridiculous campaign to punch these types of products to women under the name “Claudia’s ppk”. Go fuck yourself!!! As if the “ahem, Claudia, sit there” meme that I’m tired of hearing wasn’t enough…
— Clauds – (@ClaudsLK) June 21, 2023
“Claudia’s PPK had its name inspired by the actress Claudia Ohana, due to her history related (not) to intimate waxing, however, the character tries to talk to all the ppks to share her tips”, highlighted Nicole.
The marketing director also says that the brand’s complete strategy would be revealed next Tuesday (27th), when Gillette Venus will take Claudia’s PPK character and the actress herself to participate in a TV show.
Nicole stresses that Claudia was not the name given to the intimate part, it is not Claudia’s PPK, but Claudia’s PPK. “In any case, we reinforce that the idea was never to offend anyone and that we always seek to respect everyone, their different stories and the relationship of each one with their skin”, she added.
Despite the diverse opinions on the networks, Gillette Venus believes she has a fundamental role in giving voice and generating conversations about issues relevant to society – which, of course, include intimate care and waxing.
“Create a character that represents a ppk allows us to break people’s resistance and bring care for the intimate area to the agenda, since around 85% of women are dissatisfied with the result of hair removal due to itching, irritation and the bumps formed after hair removal and 68% report having something they don’t like about their vulva, and at least 15% don’t even have the habit of looking at it”, pointed out Nicole.
Next steps of the campaign
Even with all the controversy, the brand managed to benefit from the organic engagement, which willingly or not, presented the brand’s new products to those who didn’t know it yet.
Gillette’s marketing is so exceptional at what it does that the “Cludia’s PPK” campaign is running on gossip and news sites as a topic rather than an advertisement. pic.twitter.com/BVeFb0aOku
— Thiago Antoniolli (@tiodasukit4) June 22, 2023
As for the future of the campaign, Nicole revealed that she had planned content for Claudia’s PPK profile, with a focus on continuing the campaign and creating more and more light, humorous and also educational content.
“We will bring relevant, didactic content, with a light, humorous and fun tone on Claudia’s PPK profile, with tutorials and reviews, receipts, collabs, routine, beauty tips, and much more. We can wait until she appears on the network next week,” he concluded.
