The actions were conceived by the agencies AlmapBBDO, SoWhat and W3Haus
O Boticário invested in a campaign with couples in sensual content for the launch of the Malbex X fragrance, whose appeal is to awaken sexual desire.
Named “New Malbec X. The chemistry of desire”, the brand’s strategy features a film starring Paolla Oliveira and Diogo Nogueira, signed by AlmapBBO. The video shows the singer getting ready at home and using the fragrance, which will warm up the atmosphere between him and the actress.
The action also includes anonymous couples, celebrities and content creators, selected by the SoWhat agency and responsible for activating Malbec X on their networks and showing the impact of using the fragrance.
Among the famous pairs are Babu Santana and Lívia Nascimento, Jéssica Ellen and Dan Ferreira, Péricles and Lidiane Faria, Leo Santana and Lore Improta, André Nicolau and Marcello Henrique, Aline Wirley and Igor Rickli, André Coelho and Anna Clara.
“We seek to choose profiles that bring representation to our consumer and that could open this conversation in a close and real way, proposing a discussion on the chemistry of desire in a plural way”, says Marcela de Masi, communication director of O Boticário.
As for the brand’s networks, the initiatives devised by W3Haus include exclusive content published on the Close Friends of the Instagram profile, responding actions and interactions.
