Film created by the Publicis Brasil agency is part of a 360º strategy
The first Pampers care line in the world, developed in Brazil by Grupo Boticário, presented the launch campaign, with the aim of reinforcing the importance of care for building connection in the initial moments of a baby’s life.
Created by the Publicis Brasil agency and under the motto “Every Care Connects”, the campaign film is part of a 360º strategy, which brings together actions dedicated to informing and raising awareness among families experiencing the arrival of a new member, such as the partnership with actress Claudia Raia, who became a mother again at the age of 55, in which she was the protagonist of content and participated in podcasts, in which she shared moments and challenges with her son Luca.
The new phase of the campaign features influencer Shantal Verdelho, who has just given birth to her third child, and will share her experience in building an emotional connection based on a safe care routine. The brand also announced a new feature for the virtual assistant Alexa, in which Pampers will make an exclusive and free skill available to the public in the coming months with tips and content on childcare.
“Based on the power of olfactory memory, a great strength for Grupo Boticário, we developed a line of products with a very pleasant and light fragrance, to enhance the natural smell of each baby, to further foster early childhood memories and enhance the care routine, which helps build bonds and connections that will guide this relationship throughout life”, explains Marcela De Masi, executive director of branding and communication at Grupo Boticário.
