In the business world you don’t have to stand still. Do you want your brand to be remembered? You have to move, risk, put your head to create. This is being mutant. And it was one of the most valuable lessons I learned in 30 years of entrepreneurship. And on this journey I found one of the most powerful weapons of communication: the product placement.
A lot of people think product placement Just stick a product in a scene of soap opera, movie or series. It’s much more than that. It’s about participating in the narrative in a natural, organic way, with history to tell. If you seem forced, forget it. The audience draws on time. Your offer needs to contribute to the plot.
Here at Chilli Beans We have done this several times. Node Big Brotherfor example, we launched the alok collection at a pumped party. Music, lifestyle, entertainment. Everything made sense. It was not a “merchanzinhoAnyone, it was experience. And the audience bought the idea because it was round.
Continues after advertising
Now, imagine the scene with me: final stretch of It’s worth everythingone of Globo’s most iconic soap operas in recent years. We come in with our collab with the Ivete Sangalo and appears at the launch of Tomorrow.Mag – The magazine of the novel. It was music, soap opera and style together. I was there myself, on the scene with the characters. Seeing the campaign came to life within the soap opera was chilling.
And do you know the craziest? The consumer does not see advertising. He sees culture. He is already emotionally involved with the story, with the characters, with that moment. When the brand enters true, it becomes collective memory.
Brazil is full of classic cases like this: remember the savings account Bamerindus em Sand? Do Lame milk em Lady of Destiny? E and Hawaiian em Avenida Brasil With Suelen using the slippers? Products that became symbols because they were in the right place at the right time, in history.
Continues after advertising
It was this spirit that we wanted in anything: celebrate our essence, experience the past and write the future. Participate in the nine soap opera with a current approach, connecting those who already love Chilli and a new generation that is rediscovering the power of dramaturgy.
For me, product placement It is not a disguised propaganda. It is being part of entertainment with the public. It is engaging, creating desire and turning a moment into a memory that remains. When it’s really, it works. When it’s fake, don’t glue.
Seeing Chilli Beans on the screen of millions of Brazilians, alongside Ivete and within Vale Tudo, is proof that we are on the right track: daring, innovating and showing that good brand is not just brand – is character of popular culture.
