Campaign starring CamilotaXP and PlayHard
With the aim of materializing the codes of one of the most popular games in the gaming universe – Free Fire – in fragrance, Boticário and Garena come together in a collaboration for the launch of Egeo Free Fire, a limited edition that will be available from the 4th of September across all of the brand’s sales channels.
To present the line to the public, Boticário relies on a campaign created by DRUID Creative Gaming, the brand’s gaming agency, and a project that was designed and directed entirely at the community with a squad of digital influencers: Bruno PlayHard, CamilotaXP, Cherrygumms and Cauazin. The 360 strategy includes films starring Bruno PlayHard and CamilotaXP, in addition to actions on social networks focusing on Instagram and TikTok, the brand is promoting a Booyah! with Egeo FF, inviting consumers to test a skin transition on their profiles.
According to Bruna Pastorini, partner and CSO at DRUID, “From the conception of the product to the communication actions and activations were strategically designed taking into account the public’s profile, in order to increasingly solidify this significant connection between the brand and gamers. This partnership with Free Fire – one of the most popular games in the country – is an important milestone to show that Boticrio’s presence is gaining reach within the gaming scene.
For Marcela De Masi, executive director of branding and communications at Grupo Boticrio, the news reinforces the movements that the brand has made in the gaming universe. The launch of Egeo Free Fire crowns Boticário’s movements in the gaming universe over three years. Developing a product that brings this audience’s codes in partnership with one of the largest gaming platforms in the world reinforces our focus on dialoguing with gamers and how we want it to be just the gateway to other products aimed at gamers, comments the executive.
