“Get closer, São João” has been part of the brand’s campaign since 2020
Boticário invited Alceu Valença and Mari Fernandez to perform “Se aprochegue, São João”, a hit from the brand’s campaign since 2020, highlighting São João as a moment of meetings and reunions, as well as an opportunity to strengthen ties, not just with family and friends, but also with northeastern traditions and roots.
“We are very happy to bring these wonderful voices to a moment marked by celebration and joy. The choice of Alceu Valença and Mari Fernandez to re-record our jingle reinforces Boticário’s way of speaking to its consumers throughout Brazil, but always with care to approach love and beauty with Brazilian accents”, says Jacqueline Tobaru, regional marketing director at Boticário.
In addition to the re-recording of the jingle, São João do Boticário takes place in around 14 states where the festivities receive exclusive activations, which involve gamification experiences, product testing, interactive content, OOH promotions, soap opera actions and purchases at Boticário stores .
