O toothpaste Colgate Bright White Gloss is in Bright white bleach penthe biggest launches in the Colgate-Palmolive teeth whitening line –, sponsors, for the second year, Nosso Camarote and promotes the first-ever carnival block in Sapucaí: Block of United Brilliance.
Bloco, who entertains the public with a live show during the samba school holidays, will have Taís Araújo and Agatha Moreira as godfathers, in addition to Chay Suede, as Godfather.
The initiative, with a powerful strategy developed in partnership between agencies BCW and WPP@CP – a unit dedicated to the exclusive service of Colgate-Palmolive – focuses on the brand experience and the promotion of two products with the company’s best whitening technology in Brazil: Luminous White Glow, which removes over 10 years of teeth stains in 4 weeks.
Brightening White Whitening Pen removes 15 years of stains in one week. Both are complementary and the only products in Brazil, available for direct consumer purchase, that contain 3% hydrogen peroxide in their composition, the same ingredient used by dentists in office whitening.
In this year’s edition, brands propose content and entertainment through segment information, brand experience and product sampling for consumers during activation days, in Nosso Camarote, one of the largest VIP areas in Rio’s sambadrome. The plan includes media, PR, influencer marketing, CRM and social.
“In this second year of sponsorship, Luminous White Glow and Peneta Clareadora arrive at Carnival 2024, in Sapucaí, doing what they do best: brightening people’s smiles and further enriching the event with entertainment, brand experience and content production.”counts as Vice President of Marketing at Colgate-Palmolive, Adriana Anido.
“Combining the age-old charm of samba schools with traditional carnival blocks, in the same experience, is promoting brilliance that never ends, pure brilliance”adds Adriana.
Influencer Bruno Rocha, aka Hugo Gloss, holder of the largest entertainment and celebrity news profile on the Internet, will cover the event bringing top news from the celebrities in attendance through interviews delivered, in real time, to his page. Instagram profile.
In addition to being present at the event, Taís Araújo, Agatha Moreira and Chay Suede will act as brand ambassadors with social media content throughout the year, alongside a diverse team of influencers.
Members start communication in January, when they show the preparation of their smile for the carnival, detailing the technological formula and ingredients, which whiten teeth and remove stains for more than 10 years, in the case of the cream and 15 years, in. the case of Pena.