With a campaign signed by AlmapBBDO and an action developed by W3haus, the fragrance was also presented in the soap opera Renascer, on Globo
O Boticário decided to bet on the Brazilian driver and Formula 1 promise for 2025, Felipe Drugovich, to present the new fragrance of the Malbec line, Malbec Icon.
Under the concept “what differentiates men from icons”, the campaign represents a new concept of masculinity and a new look at the “Malbec boy” and was presented through an action, signed by W3haus, which invited fans of the line to participate in races in a luxury car driven by Drugovich.
“Malbec Icon is a milestone for Malbec and a movement of maturity for the brand, which has evolved alongside our consumers and remains relevant and contemporary, even after two decades in the market. Choosing Felipe as the new face of the campaign is a bet for this new phase of Malbec, more modern and authentic, which moves with the new trends in male behavior and lifestyle”, said Marcela De Masi, Executive Director of Branding and Communications at Grupo Boticário.
The advertising piece is signed by AlmapBBDO and will be broadcast on open TV. The launch of the fragrance was announced within the narrative of the soap opera Renascer, on Globo.
