LET'S CREATE TOGETHER?

STRATEGY

Women tend to celebrate the achievements of others more than their own, keeping self-celebration in an intimate and everyday space. From this, we identified an opportunity to reposition this gesture, transforming it into a collective, legitimate, and shareable ritual, amplified by Brutal Fruit.

CHALLENGE

To transform Taís Araujo's arrival as brand ambassador into an awareness campaign with cultural relevance, capable of expanding the connection with the audience and strengthening the emotional connection to Brutal Fruit.

CUSTOMER

Brutal Fruit (Ambev)

BRAND EMBASSADOR STRATEGY

For many women, it is more natural to recognize and celebrate the achievements of others than their own. There is a powerful collective generosity, but when directed towards themselves, it transforms into silence, minimization, or even discomfort.

In this context, self-celebration still occupies an intimate place.

Relatório Pos Mortem __ Lançamento Brinde a Mim __ Brutal Fruit .png

Based on this insight, we redefined the act of celebrating oneself, shifting it from the private sphere to a collective, legitimate, and shareable territory.

Alongside the film, a powerful, social-first narrative gave shape to conversations within the brand's channels and connected the campaign concept to women's daily lives.

We started with spoilers that created mystery, generated organic engagement, and prepared the ground for the ambassador's reveal, validating social media as a driver of interest.

Taís's entry was amplified by an integrated ecosystem (PR, Marie Claire cover and the soap opera Vale Tudo), transforming the announcement into an event and boosting national searches and awareness.

We structured supplementary content, behind-the-scenes footage, testimonials, and activations with the squad, ensuring continuity of the conversation and narrative flexibility within the communities.

The impact of narrative on data

The campaign stood out for its successful match with Taís Araujo, which generated organic validation, strong PR presence, and expanded reach beyond the film. The mystery strategy boosted engagement, while the synergy between TV and social media increased awareness and transformed the campaign into a cultural movement. The editorial format strengthened the brand's positioning and, with a well-structured team, combined massive reach with qualified engagement.

Increase in followers on the brand's Instagram.

150%

Increasing engagement on the channels

11M

Of the number of people reached (achieving 99% of the planned goal)

8.2%

VTR 100%, a 76% increase over the projected figure.

We transformed self-celebration into a social ritual amplified by the brand's new ambassador, Taís Araujo (including product placement during the soap opera "Vale Tudo," starring the actress).

In the end, we consolidated Brutal Fruit as a brand that celebrates individual achievements but also amplifies the power of collective celebrations among women.

By transforming self-celebration into a social ritual, driven by the presence of Taís Araujo, the campaign transcended communication and established itself as a cultural movement, strengthening the brand's territory and creating new forms of connection, identification, and belonging.