Market Intelligence: Brands address saudade and invest in campaigns with Christmas reunions

After nearly two years of the Covid-19 pandemic, several brands prepared their end-of-the-year campaigns based on moments of reunion with Christmas and New Year in sight. Although the period still requires care, the pace of vaccination brought a climate of optimism to the actions.

With the theme “Chega de Saudade”, Maria Bethânia stars in Hering’s speech at the end of the year. “No more nostalgia. Get very close to the one you love. Enough with open arms for this gift called life”, says the singer.

Along with Zeca Veloso, her nephew and son of Caetano Veloso, she interprets with emotion the music composed by Vinicius de Moraes and Tom Jobim.

According to the brand, the videos and photos were taken in Santo Amaro da Purificação (BA), Bethânia’s hometown, where she had not been since the beginning of the pandemic. In the film, the singer revisited her childhood home and her friends, in a party rhythm, music and with hugs.

In the campaign, the brand also had a team of new MPB talents, such as Silva, Chico Chico, Maria Luiza Jobim and Larissa Luz in the “Declared Friends” campaign, in which they meet again and say what they expect from this Christmas in particular. Alongside Marina Sena, they also participated in a free concert in São Paulo.

In the beverage market, the freebies are in evidence. With Ivete Sangalo, the traditional cider brand Cereser reinforces its position as a common product at year-end parties, but highlights the image of something that can be present at events throughout the year. “Toast is mass. Up close or even from afar”, says the singer.

“Cereser is a brand that combines with celebrations. This positioning is perpetuated throughout the year to show that there are a number of occasions that deserve a toast, whether it’s a birthday or a meeting between friends until the turn of the year”, says Daniela Zanin, head of marketing at CRS Brands.

According to the executive, the expectation in 2021 is to grow from 10% to 15% considering, among other factors, the advance of vaccination in Brazil and the hope of increasing consumption for the holiday season.

“Cereser is an icon of Brazilian popular culture, especially at Christmas, at the end of the year,” says Caio Trevisan, CEO of the CDR+ agency, responsible for the campaign.

“Everyone has a relationship with Cereser, he met him at his uncle’s, his grandmother’s house, and this tradition remains, from generation to generation. And we want to maintain this tradition of popular culture, but bringing new meanings, leaving the brand always young, current. “

Through colorful animation, Stella Artois beer promotes the Um Brinde ao Reencontros campaign. “Each reunion makes this end of the year even more beautiful”, says the brand’s message.

“No gift is more important than presence”, says Carrefour, in a video with representation of several families in which the network emphasizes the idea of ​​union with the hashtag ​#TamoJunto.

Beauty brands also joined the wave. Natura made an invitation to “unrust feelings”. Signed by the Africa agency, the film “Afeto Rujdo” shows the importance of feeling a hug again and showing affection in a closer way.

“Over time, it seems that we lose what is most intrinsic to us: the demonstration of affection. However, we cannot forget what is part of all of us – and we have not lost touch. Exchanges and relationships take a new form in the face of hope of new moments, memories and sharing. It only takes one step, one gesture, to regain all the affection we hold”, says Fernanda Rol, Natura’s marketing director in Brazil.

“I think all of us are faced with this situation: wanting to hug, wanting to change, but not knowing exactly how anymore. Our social skills and our affection were a little out of shape. But a gesture can unlock affection. , such a simple metaphor, found its best translation in the magic of animation”, says Sophie Schonburg, executive creative director for Africa.

O Boticário, in turn, sought inspiration in the classic work “O Pequeno Príncipe” and created the movie “Little Princess”, with messages of optimism and hope to await the end of the pandemic. The backing track is a retelling of “Hey, Jude” by the Beatles. “May this Christmas return the smells, kisses, hugs and all the love that the world so much needs”, he says.

Many families that did not meet in 2020, with the advance of vaccination, plan to meet this Christmas and New Year. But with the omicron variant of the coronavirus and the recent flu outbreak in the country, specialists still reinforce the importance of maintaining care, such as using masks, cleaning hands and a certain distance, in addition to vaccination, of course.