Panasonic Brazil launches its new institutional campaign with actress Mariana Ximenes as ambassador, marking a phase of repositioning of the brand in the Brazilian market. The campaign, entitled “MAGIC”, emphasizes the simplicity and efficiency of Panasonic’s Japanese technology, with the concept “The best of Japanese technology at the touch of a button”.
Created in partnership with the agency Repense, the campaign includes a 30-second main film and 15-second short films highlighting the benefits of Panasonic products, with the soundtrack “Every Little Thing She Does Is Magic” by the band The Police. The launch took place on August 27th, at Japan House São Paulo, for journalists, influencers and retailers.
The campaign is part of Panasonic’s strategy to become the most desired brand in Brazil by 2030, highlighting its century-old authority and technological innovation. With a focus on simple and intuitive solutions, the company presents its “Seamless Technology” approach, a technology that promotes playful and humanized interactions, making consumers’ lives easier without complexities.
“Launching this new brand moment is the first step in a long-term plan to position Panasonic as the most desired brand in the segment by 2030. The research gave us important insights to start acting and show everything we already have in-house. That’s why we’re launching a campaign that aims to reinforce our pillars and excellence at this moment,” says Caio Marques, Director of Products and Marketing at Panasonic Brazil. “And to inaugurate this positioning, we chose an ambassador who reinforces the elegance and modernity of the brand and a track record known throughout the world,” explains the executive.
In addition to the institutional campaign, Panasonic is entering a new category in the Brazilian market with the launch of the Nanocare hairdryer, the only one in the country with nanoeTM technology, which dries, treats and moisturizes hair at the same time. The choice of Mariana Ximenes as the protagonist reinforces the connection with the Brazilian public, bringing elegance and modernity to the brand’s communication.
Panasonic also reaffirms its Japanese heritage by becoming the sponsor of Japan House São Paulo, promoting Japanese culture and innovation in various areas.
“We are very honored to be part of this historic moment for Panasonic in Brazil. This campaign will certainly also mark the history of Repense itself,” says Otavio Dias, CEO of the agency.
