Challenge
Create “coolness” around the brand.
Idea
Establish brand partnerships with other brands, people, and press outlets that represent this universe.
Execution
· Partnership with local Brazilian brands like Sergio K, Ellus, Cartel 011.
· Victor Collor de Mello (Young influencer / photographer) as brand ambassador.
· Sponsorship of exclusive events for men.
· Mailing list (press and people) in agreement with event target and brand aspiration.
Results
· 2-year partnership to sell Axe products in designer brand stores, plus special projects like displays and SP Fashion Week participation.
· Spontaneous on and off line engagement of tastemakers impacted in the brand projects.
· Presence in all male & lifestyle press vehicles defined during Project planning.
Discover how we educated the consumer about a new beard care ritual creating content together with young influencers.
Helping the brand to tell the story about its new moment in Brazil and to create the female hair styling market via press and tastemakers
How we have helped Heineken to be part of the palate and heart of the Brazilian through tastings and emotional involvement with tastemakers.
Helping the brand to reinforce its premium and indulgent positioning via tastemakers and co-brandings.
Turning the whisky category into something cool to high-income youngsters by using the incredible content of the Scottish brand.
Find out how we are helping the brand to become reference in the super-premium vodka segment.