“Antifrizz” product commercial with Maria Bethânia saying that ‘will never use’ viral

Imagine being invited to star in a “publi” on the internet and, instead of extolling the qualities, you advertise loud and sound that “will never use” the product. And yet, get a good cache for it.

This is what happened to singer Maria Bethânia, 78, who star with Sabrina Sato, 44, the campaign of an antifrizz product for her hair. In the video, made available on the TRESemmé brand social networks, the singer’s “sincere” mode was what was successful.

In the campaign, Sabrina talks about the advantages of the lotion, whose function is to make the wires more aligned. But Bethânia, known for the bulky and natural locks, refuses her to her hair and gives humorous answers.

“Do not use this product if you do not want. From the product, I do not doubt, but I will not use, no. I do not want to,” says the singer, before receiving from the hands of the colleague the product. “I will never prove,” amended the artist, laughing.

At one point, Sabrina asks her, “How will we record our campaign, then?” And hears Bethânia’s answer: “With the truth. You with yours and me with mine.”

The brand’s strategy of showing a sincere chat between the two resulted. Each of the three published videos has more than 65,000 likes and thousands of comments from famous and anonymous people extolling the singer and her spontaneity.

Bold strategy

According to Digital Marketing expert Ângelo Vieira Jr. of Lumen Strategy, the campaign is a great example of how sometimes the most powerful strategy is precisely that “nothing against the current.” “When a company has the courage to put a figure like Bethânia saying it will not use the product, it is actually expanding the symbolic reach of the brand,” he explains.

In his view, the “anti -campaign” legitimizes the product, because “relevance is more in provoking conversation than seeking consensus.” “And that requires boldness. It made the right noise,” says the strategist.

In the view of Rafael Terra, writer and digital marketing expert, campaigns like this to break an expected standard – and they work. “What runs away from the common generates curiosity, and curiosity is the mother of attention,” he says. “That’s what makes a campaign turn over the agenda, post, meme and culture. Because the engine of social networks is not the sale, it’s the conversation.”

In the opinion of Mariana Munis, a marketing professor at Mackenzie Presbyterian University, the country is lacking in the most authenticity in communication, so the campaign with Bethânia and Sabrina was so right. “There is the surprise element that no one would imagine these two iconic figures meet and chatting about beauty,” he says.

“Another thing I would like to exalt is that the brand knew how to work hard on a trend: the aging of the population,” he recalls. “It’s two women over 40 who have authenticity characteristics, talking about how their hair is.”