The initiative is signed by Publicis Groupe, which created a platform for the exclusive service of Haleon Brasil
Eno launched the “Cara de Azia” campaign, starring András Arató, known as “Hide the Pain Harold” or Chorrindo, affectionate nickname given by Brazilians.
The campaign has films, mini-documentaries and digital activations that reveal that the little man has, in fact, a face of heartburn. In the plays, Harold takes Eno Fruit Salt to alleviate the most painful smile on the internet.
“ENO Fruit Salt is a super ally for people who need to fight heartburn. Bringing such an emblematic figure as the Harold meme to this dialogue leverages our communication strength to broaden the target”, said Carol Curi, ENO Manager.
The initiative is signed by Publicis Groupe, which created a platform for the exclusive service of Haleon Brasil.
“To have one of the biggest memes in the world as a character is to combine work and fun, and still have the opportunity to build an even more proprietary tone to highlight ENO in the category. The Cara de Azia campaign is not only a relief for Harold, but also for consumers, since talking about heartburn doesn’t have to be boring”, said Laura Azevedo and Ricardo Schreier, Creative Directors of PGSK.
Even before the launch of the campaign, the initiative was already generating repercussions on the internet when Eno promoted a Memes meeting between Lucas Bissoli, Narcisa, Gretchen and András Arató.
“This mobilization only reinforces the power of the internet in effective communication between brands and the public. Brazilians are passionate about memes, and we bet on these names for the strength of engagement right in the teaser, in addition to their ability to create a connection with different audiences. It’s a different, funny and very powerful project”, explains Carol.
