Developed by the pharmaceutical marketing and communication team, it features photos captured during the recording of the singer’s clip
The singer Anitta released the music video for the song “Gata”, this Friday (5). Along with the clip, Cimed launched the campaign for Puzzy by Anitta, an intimate perfume that has the singer as the poster girl.
The campaign consists of photos captured during the recording of the video clip, in which the product appears prominently in one of the scenes. The clip was directed by Giovanni Bianco and was funded by Cimed.
We chose to do it together with the recording of the clip so that the whole atmosphere of Anitta and the product were present in our campaign. Everyone was breathing Puzzy at that moment, especially due to the product placement in the clip, said Fernando Sodr, Marketing Director at Cimed.
The campaign will be 100% digital, focusing on Cimed’s proprietary channels, and its message is to extol the power that each person carries within themselves, with their different versions, represented by the three fragrances of Puzzy – Se Envolver, Agtta and Preparada.
The action was developed in partnership between the marketing and communication teams of Cimed and MAP Brasil, responsible for Anitta’s career for over 10 years.
“Anitta is an opinion maker and likes to participate effectively in all projects that her name is involved in. Therefore, we looked to Cimed to develop an authentic business opportunity full of personality, in addition to being totally in line with something that It was already part of Anitta’s routine, a process that is present in our work in general, said Amanda Gomes, CEO of the MAP Group companies.
Puzzy’s formula was 100% developed by Cimed, with ANVISA approval, in addition to having undergone gynecological and dermatological tests. The product was inspired by Anitta’s routine, who was already using an intimate fragrance developed by a friend.
