The campaign signed by Lew’Lara\TBWA wants to encourage people to try new things
Richester launched its new campaign to reinforce its positioning, called “Bora Experimentar”.
The idea of the campaign signed by Lew’Lara\TBWA is to encourage the public to try new challenges and flavors, in the style of the game “I Never…”, where people confess something they have or have never done, and the one they haven’t did, try.
To stimulate action on social networks, the brand invited influencers who are a reference in humor and interactive online content from different regions of Brazil. The main representative of the campaign is Thaynara OG, who, along with Leuriscleia, will challenge each other on social networks with the game “I never… Let’s Experiment”, inviting the public to interact.
“The action seeks to interact with the young audience, full of desire to try new flavors and experiences. And to embark on this adventure, the brand invites the public to challenges, providing new ways to interact and have experiences with Richester”, said Luiza Medeiros, product manager at Richester.
While the challenges take place on social networks, the campaign will also feature OOH media, in companies, billboards and LEDs in Fortaleza, and on digital, with pieces focused on Ceará, Piauí, Maranhão, Amazonas, Pará and Bahia, but with reach throughout Brazil.
The campaign also includes an action at Shopping Iguatemi Bosque, in Fortaleza, called “Bora Experimentar Richester”, which aims to materialize the brand’s positioning and propose a new way of interacting with the public, concretizing the campaign’s concept, bringing real and instagrammable challenges in addition to experimenting with Richester cookies.
