STRATEGY

Although romance is the protagonist in fiction, it is female friendships that sustain these stories and, in real life, occupy that central place. From this inversion of perspective, we reposition the universe of the series from the point of view of friendship, transforming the toast into a symbol of real connection between women.

CHALLENGE

To transform the partnership between Brutal Fruit and the Bridgerton series (Netflix) into a 360º campaign that went beyond the show's aesthetics, ensuring cultural relevance and genuine connection, without losing the brand's proprietary territory of female friendships.

CUSTOMER

Brutal Fruit (Ambev)

CO-BRANDING BRIDGERTON (NETFLIX)

Bridgerton is a phenomenon built on romance, and Brutal Fruit, on encounters between women.

The challenge wasn't just about doing a collaboration,
The goal was to enter this universe in a relevant way, without abandoning a territory that the brand had already been building: female friendship.

Upon delving into the series, it became clear that even when romance takes center stage, it's the female friendships that sustain all the stories.

Friendship is the toast of the season.

So, instead of following the obvious path, we did the opposite. We repositioned the entire narrative of the series starting with a new protagonist: Female friendship.

We began by generating curiosity about co-branding on the brand's social media channels, with Instagram content that presented the campaign's universe in an engaging way and invited the audience to actively participate in this narrative.

We expanded to TikTok with a native approach: we launched a personalized DIY stationery store, aligned with the platform's trends, encouraging the community to gather with friends at home to watch the new season together.

This movement gained momentum with the squad of creators, who amplified the idea by incorporating stationery into their content and organically encouraging friends to get together to watch the new season of Bridgerton.

We began by generating curiosity about co-branding on the brand's social media channels, with Instagram content that presented the campaign's universe in an engaging way and invited the audience to actively participate in this narrative.

We expanded to TikTok with a native approach: we launched a personalized DIY stationery store, aligned with the platform's trends, encouraging the community to gather with friends at home to watch the new season together.

This movement gained momentum with the squad of creators, who amplified the idea by incorporating stationery into their content and organically encouraging friends to get together to watch the new season of Bridgerton.

In parallel, we developed a film that consolidated the brand's narrative and broadened its reach, connecting the campaign to new audiences in high-impact environments such as Netflix and YouTube.

Dump at The Season Bar Bridgerton & Brutal Fruit 👑🥂 Lots of toasts, amazing looks and with

We expanded the campaign into the realm of experience, creating three immersive activations that brought the Bridgerton universe to life.

By transforming consumption into experience and the guests into protagonists, we generated over 300 UGC (Unified Content Generation) pieces, organically amplifying the brand's reach and relevance.

The campaign in data

The campaign exceeded benchmarks and expectations throughout its journey, combining high-awareness channels with real connections in social media and influence. By leveraging the massive cultural relevance of Bridgerton in its 4th season, we generated qualified awareness for Brutal Fruit. And, in an unprecedented way, we positioned the brand as the first to place female friendship at the center of this partnership.

560%

Sales growth vs. 2025

11.3K

New followers on the brand's channels

522M

From impressions, beyond the target (507%)

14.5%

VTR 100%, aumento de 38% do projetado

Copy of BF_Bridgerton_Watchparty (1).png

The campaign appropriated the universe of the series to highlight one of its most striking elements: the strength of relationships between women.

Brutal Fruit translated this territory by making female friendship the central focus of the experience. From digital to physical, the brand materialized the ritual of watching the series together, celebrating the bonds, encounters, and small rituals that make these relationships unique.

Thus, Bridgerton became a catalyst for a larger narrative:
Celebrating female friendship as a moment worthy of a toast.

LET'S CREATE TOGETHER?

STRATEGY

CHALLENGE

CUSTOMER

CATEGORY

CO-BRANDING BRIDGERTON (NETFLIX)

Bridgerton is a phenomenon built on romance, and Brutal Fruit, on encounters between women.

The challenge wasn't just about doing a collaboration,
The goal was to enter this universe in a relevant way, without abandoning a territory that the brand had already been building: female friendship.

Upon delving into the series, it became clear that even when romance takes center stage, it's the female friendships that sustain all the stories.

Friendship is the toast of the season.

So, instead of following the obvious path, we did the opposite. We repositioned the entire narrative of the series starting with a new protagonist: Female friendship.

In parallel, we developed a film that consolidated the brand's narrative and broadened its reach, connecting the campaign to new audiences in high-impact environments such as Netflix and YouTube.

The campaign in data

Sales growth vs. 2025

New followers on the brand's channels

From impressions, beyond the target (507%)

VTR 100%, aumento de 38% do projetado

Let's create together?

LET'S CREATE TOGETHER?

STRATEGY

CHALLENGE

CUSTOMER

CATEGORY

CO-BRANDING BRIDGERTON (NETFLIX)

Bridgerton is a phenomenon built on romance, and Brutal Fruit, on encounters between women. The challenge wasn't just about doing a collaboration, The goal was to enter this universe in a relevant way, without abandoning a territory that the brand had already been building: female friendship.

Upon delving into the series, it became clear that even when romance takes center stage, it's the female friendships that sustain all the stories.

Friendship is the toast of the season.

So, instead of following the obvious path, we did the opposite. We repositioned the entire narrative of the series starting with a new protagonist: Female friendship.

In parallel, we developed a film that consolidated the brand's narrative and broadened its reach, connecting the campaign to new audiences in high-impact environments such as Netflix and YouTube.

The campaign in data

Sales growth vs. 2025

New followers on the brand's channels

From impressions, beyond the target (507%)

VTR 100%, aumento de 38% do projetado

Let's create together?

Bridgerton is a phenomenon built on romance, and Brutal Fruit, on encounters between women.

The challenge wasn't just about doing a collaboration,
The goal was to enter this universe in a relevant way, without abandoning a territory that the brand had already been building: female friendship.