Signed by GUT São Paulo, the communication has a 360º dissemination strategy that includes social networks and activations
For every couple that comes to an end, two have a new beginning, according to data from the 2022 Civil Registry Statistics released by the Brazilian Institute of Geography and Statistics (IBGE). With this in mind, Boticário launched a campaign aimed at Love Day, which aims to invite its consumers to continue believing in love.
The piece, signed by GUT São Paulo, brings a parallel with real relationships and continuity with productions that focus on emotional connection with the consumer. The film was inspired by the mechanics of a vinyl record and creates an analogy between love and music, portraying a journey of ups and downs, ends and new beginnings.
“With a super beautiful metaphor, we show that love has its ups and downs, but it always finds a way to survive, whether with the same person or with another, in a new relationship. It’s a film to celebrate love as the most beautiful feeling constant in our lives”, said Sofia Calvit and Juliana Utsch, creative directors at GUT.
To expand the conversation, the brand will have a 360º strategy that includes everything from content on social media to activations and content with partner influencers.
With a concept and creative path designed by SoWhat, the love affair will begin at X, where the brand will kick off the digital campaign, which will then be amplified on TikTok and Instagram.
In addition, the communication will also feature the couple Rafa Kalimann and Allan Souza Lima, who will talk about their relationship and the path of reunion in love. Actor João Guilherme, on the other hand, will lead the singles content, giving #PlayNoContatinho and encouraging people to experience different formats of romantic relationships.
Finally, to transport couples to moments of emotion experienced together, the brand will invite people to remember and reconnect with love through a takeover set in a listening bar where, with headphones on, guests will hear stories of real relationships, inspiring couples and singles to reconnect with love. The event will take place on June 4th and is created by PROS.
“As a brand that talks about love, we felt the need to invite consumers to always believe in this powerful feeling, understanding how much it is worth insisting on an already known track or if it is time to jump to a new melody, time to start over” , added Marcela de Masi, director of Branding and Communication at Grupo Boticário.
