The Omo soap brand will launch a documentary with producer Kondzilla, which portrays its action with Várzea teams, the Omo Varzenal Cup, an initiative that led fans of the English team Arsenal to England.
According to Giovanna Bressane, Home Care Americas at Unilever, this action is an example of the culturally relevant communications that the company has adopted in Brazil to guide its marketing strategy.
“Brands that are culturally relevant convert. Várzea football is part of Brazilian culture, football and collectivity. Give the scene to this theme brings visibility to the ‘dirt’ that generates pride and feeling of belonging. And it’s all about our slogan ‘puts your clothes for play because if you get good’,” said Bressane during the event six & six, promoted by the digital newspaper event The News.
In an interview with InfomoneyShe explained how communication between brands and audiences changed over her nearly 20 years of career at Unilever.
“Today, people are aware of trends, the current scenario, their passions and what is relevant to them personally. It’s the role of the brand to find these territories to insert. It’s no longer the brand that creates the conversation. And that impacts the way companies create and distribute content,” he said.
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Continues after advertising
Regarding the use of artificial intelligence in creative teams, Bressane sees technology as an ally to ensure speed, variety and volume of advertising pieces, but argues that ideas continue to be generated by people.
“We start from the human. It is the people who have ideas, and then we use technology especially in the amplification and distribution of content,” he concluded.
