With the motto “What if the unexpected invites you to a meeting?”, Natura launches a campaign to highlight the new fragrance Essencial Sentir. Created by the agency GALERIA.ag, the campaign seeks to highlight the differences of the novelty, which promotes an unprecedented meeting of noble ingredients from global perfumery, with exclusive ingredients from Natura. Furthermore, communication still works to break expectations, which brings surprises when people open up to feeling – both in life and for new olfactory experiences.
The launch arises from the unprecedented meeting between global perfumery and Natura’s exclusive ingredients, with the aim of teasing the consumer’s senses. “Essential Sentir brings, through the new campaign, the resumption of the territory of sensuality and relationships back to the brand. It is the expression of our search for authenticity, exploring the surprises of the unknown”, says Denise Coutinho, director of Marketing and Communications Brazil at Natura.
The campaign consists of a film on TV and pieces in OOH media with broadcasts in the Northeast region, in the squares of Salvador, Recife and Fortaleza, in addition to national deliveries on the Globo network’s football broadcast. The digital strategy is focused on TikTok, where creators will bring unexpected reviews of the fragrance. The initiative also includes activation with influencers and deployments to other digital platforms, with reinforcement in priority areas in the Northeast and North regions.
The film, 30” long, features the character Juliet arriving at a wedding party. When she goes to her seat at the table, she notices that next to her is the guest Romeo’s sign. She is curious to know who it is, but when Romeo arrives, Juliet sees that it is a child and thinks the situation is funny. Next, Juliet smells an irresistible fragrance that, when she realizes it, is coming from the man who arrives right after Romeo, her father. It is from there that the expression “feeling changes everything” takes shape within the film.
“Essential Sentir inspired us, from the beginning, to talk about unexpected encounters, those coincidences that can change the course of a night, or even life, but to which we need to be open. We need to feel. Everything in the campaign goes in this direction: from the film that breaks the expectations of the cliché romantic couple to the creators who will also be invited to experience the unexpected”, adds Denise Gallo, Creative Director at GALERIA.ag.
The TV movie is a Rebolution production, with sound editing by Mr. Pink. The digital content was produced by Frame.
