Developed by Soko, the campaign includes a film for TV and digital platforms, actions with influencers and out of home media.
Brilhante launched a campaign starring brand ambassador Gil do Vigor, with the aim of educating consumers about the ideal dosage of powder and liquid soap.
“We are excited to launch our new campaign to showcase the true performance of laundry detergent in real Brazilian machines and the superiority of Brilhante in the market today. As a brand, we believe in the importance of offering products that meet the needs of Brazilian families. With Gil in the campaign, an influencer and economist who represents the spirit of the Brazilian people, we want to continue to convey trust and credibility to consumers,” says Yasmine Antacli, Chief Marketing Officer at Unilever.
Developed by the agency Soko, the campaign highlights how the brand offers effective care and savings without sacrificing quality. In the 30-minute film, Gil stands on a supermarket shelf and highlights which detergent offers the best performance in Brazilian washing machines. In a relaxed manner, he highlights the superiority of Brilhante compared to other brands.
“We joined forces with the Unilever marketing team and other media partners for an integrated strategic workshop, where everyone brought three insights about the topic we wanted to address. From there, we went back with all this material and created a script with Gil, the ideal person to clarify the fanciful calculations that circulate about products that promise to yield more than they actually do, straying from Brazilian reality. We thought of a visual language to produce the idea quickly, with visual impact, that would allow us to tell the story in different environments, including a mini laundromat. We were very happy with the result, with the team’s courage and with the butterflies in our stomach for the campaign launch”, explains Ana Cavalcanti, executive creative director at Soko.
The campaign includes a film for TV and digital platforms, actions with influencers and out of home media.
