With a digital campaign with the concept “Freshficácia will take care of Rock in Rio – Brazil 2022, which also reinforces product attributes – with a special and limited edition for the event. The initiative begins on the week of May 23, and continues with actions until the festival, which this year takes place from September 2 to 4, and September 8 to 11, in the City of Rock, located in Rio de Janeiro’s Olympic Park.
The 100% digital campaign was conceived through an analysis and interpretation of data, which focused on the young audience, the brand’s target. This generation seeks to consume innovative products with disruptive activations, as well as the music universe. Being at the biggest music and entertainment festival in the world is one of Colgate Plax’s strategies to get even closer to this audience.
The term “Freshficacy”, a union of fresh or refreshing effectively, emerged from the ability of Colgate Plax to eliminate 99.9%* of the bacteria present in the mouth, providing more confidence for the consumer to perform any activity in his life. This is the effect of “Fresh effectiveness”.
“Colgate Plax’s Fresheffectiveness campaign communicates directly, freshly and effectively with our end consumer, the young audience, through the largest music and entertainment festival in the world. With the resumption of in-person events and major festivals, the connection becomes direct with our audience, and we are investing heavily in marketing activations to be ever closer to this universe.Nelson Malta, CMO da Colgate.
The campaign is based on three films, one for each musical style – Rock, Pop and Electronic. In them, the characters appear enjoying the musical genres making the movementgargabanging, the act of rinsing the mouth and gargling while headbanging, rock’s iconic movement, where the listener enjoys the sound of metal shaking his head back and forth. After using the mouthwash, which eliminates 99.9%* of the bacteria present in the mouth, the character gains an extra dose of confidence to do everything he wants, making situations more complex, in situations with Fresh effectiveness.
CHECK OUT THE CAMPAIGN VIDEO:
By the time the camera opens, they are in the bathroom wearing Colgate Plax with some excitement. The locution warns: “Freshficácia will take care of Rock in Rio”. At the end, the packaging appears with the young man in the background, super confident, turning the light on and off non-stop, transforming the bathroom into a true music festival. It closes with the signature: Colgate Plax. The official mouthwash of Rock in Rio Brasil 2022 #Freshficacia.
“Colgate Plax is refreshing and very efficient in oral hygiene. We join these two attributes to the term Freshficácia” with the aim of making the product synonymous with the category. To complete the strategy, we put young people at the center of the conversation, using a language with which they identify, in an environment like Rock in Rio”, comments Rafael Pitanguy, CCO of VMLY&R. Throughout the campaign, the brand will promote a series of contents and actions that explore the territories of music and lifestyle, always bringing the boost of trust that only Plax provides, with the support of social media, creators and digital influencers to involve its most diverse consumers in this new experience with the festival.
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