Our purpose is to create emotional bonds through the democratization of access to technology
The consumer goods manufacturer Multilaser has just set up an in-house under the command of Flávia Drummond, who arrived at the company in January to plan
the new phase of brand communication.
With revenues of around R$ 6.4 billion in 2021, double the amount recorded a year earlier, the company, born in São Paulo 34 years ago, follows the transformation in the consumer’s journey to get closer to the public that likes to experiment. technological innovations without losing sight of the cost-benefit of the purchased products.
“Most sales were made by partners, retailers and marketplaces, and the work was decentralized. Now, we are also going to focus on consumers, offering quality at a fair price”, comments Flávia.
Computers, smartphones, cell phones, electric grills, skateboards, toys and drones, in addition to automotive, health, beauty and gourmet items make up the seven thousand product units present in the portfolio of the company chaired by Alexandre Ostrowiecki.
They leave the factories in Extrema (MG) and the Zona Franca de Manaus (AM). In total, there are nine partner brands (Nokia, Toshiba, Rapoo, ZTE, DJI, Microsoft, Fischer Price, Hikvision and Tommee Tippee) and 21 of our own, separated into business units with development, manufacturing, distribution, sales and after-sales.
But it is the division of Multilaser, the company’s flagship, that heads the strategy aimed at the C Class, also endorsing the Warrior (games), Pulse (audio) and Atrio (sports) brands, all with technology core. “Our purpose is to create emotional bonds through the democratization of access to technology”, explains Flávia Drummond, marketing director at Multilaser. Egressed from Vigor, the executive currently commands a team of around 96 professionals.
Leo Saito has just left Ogilvy Brasil to take over as creative director, while Marina Matielli, who was at Soko, will lead the house agency’s social and media team. The first work signed by the team is Awaken your geeky side with the multiverse.
Notebook, camera and gamer accessories won versions of the multiverse in illustrations created by the couple of designers from Pernambuco Sapo Lendário. Created for the Nerd Pride Day, celebrated on May 25, the action is on the social networks of Multilaser and Warrior.
The company also starts working through multidisciplinary squads for the Multilaser brand, in addition to Pulse, Warrior, Toshiba and Nokia. “We want to ensure the focus on the consumer and the consistency of the brands”, emphasizes Flávia.
Second half
The expectation is to launch a rebranding plan in the second half of the year, with an agency to be defined through a competition process already underway. “We plug in external partners into specific projects”, says Flávia.
As in the year of the World Cup, screens gain visibility, there could be no lack of action carried out in partnership with Toshiba, official sponsor of the FIFA event, in Qatar, between November 21 and December 18.
Multilaser, which produces and distributes Japanese electronics in Brazil, has hired an ambassador. The name is still a secret, but the agency that will run the campaign together with the brand’s in-house has already been defined. It will be Ampfy.
