Campaign is signed by Advance and has the slogan “the health black invaded Brazil”
With the motto “black healthcare invaded Brazil”, Pague Menos and Extrafarma announce the Black Friday 2024 campaign. The strategy was designed by Advance and features Regina Casé as its star.
“The presenter is part of a group of Brazilians over 50 years old, who are economically active and concerned with seeking increasingly better quality of life and well-being. It is this audience that Pague Menos has been constantly monitoring to meet their needs …Her popularity and credibility make her an ideal figure to convey the message that health and well-being are priorities accessible to everyone, reinforcing the network’s commitment to offering meaningful and impactful promotions during this month”, said Flávia Drummond, marketing director, Growth and CX of Pague Menos and Extrafarma.
The national campaign will feature advertising on online and offline channels, on TV, radio and OOh media with regional broadcasts. Brand activations will be placed in physical stores, such as tasting, hair analysis and specialized skin care consultancy.
“Our ambition with the Pague Menos Black Friday invasion is to awaken people’s attention so that this also becomes a time to take care of their health and for them to see the self-reward opportunities that are present in the segment”, he details. Joana Dambrós, planning director at Advance.
