The campaign created by AlmapBBDO has the support of three Brazilian brands, Amapô, Lilly Sarti and Oriba
Bayer created a campaign that re-signifies the mini-pocket present in some models of jeans to remind consumers to take an Aspirin with them.
The insight for the campaign created by AlmapBBDO came from the question “Why do jeans have a mini pocket?”. In the past, the space was used to store pocket watches, an item that is no longer used today, but the space is still present in the pants.
“From this premise, we thought of an action to redefine the usefulness of the mini-pocket, suggesting its use for storing Aspirin, which fits perfectly in it, by the way”, highlighted Luiz Sanches, Chairman & CCO of AlmapBBDO.
The launch has the support of three Brazilian brands, Amapô, Lilly Sarti and Oriba, and features a limited edition of pants models with eight variations of prints in the mini pockets.
The action will be launched on the covers of Vogue and GQ and with a digital fashion show, in addition to having a team of 40 influencers, such as Luciana Gimenez, John Drops and Mareu, among others, who will publicize the initiative, giving utility to small pockets in your social networks.
With a media strategy also developed by AlmapBBDO, the campaign can be seen on Bayer’s official channels, as well as on the Amapô, Lilly Sarti and Oriba networks. In offline, a branded content action involves, among other content, pieces deployed for OOH media.
