Ala is a washing detergent brand, owned by Unilever Brasil.
Briefing
1. Promote relevance and market share of the brand in Northeast Brazil, especially in two priority markets:
• Bahia | protect the existing market share
• Pernambuco | loss of slice for the local competitor Bem Te Vi

2. Create trust between the brand and the local consumer, through a communication with which it identifies itself - always considering regional characteristics.
Pernambuco
Recognized by an intense cultural and intellectual life, famous for the creation of new musical rhythms. A culture that lives at the same time the pride and prejudice of being northeastern. The pernambucano looks generously at local riches and feels like showing them to others. In this sense, to approach is to rever

Bahia
Houses the largest relative number of blacks and mulattos in the country. The baiano carries the festivity within and takes pleasure in hosting, being together.A people with a very high self-esteem:"Gisele Bündchen would not make any success in Bahia" - Malu Fontes (professor of UFBA)
..............
Agency: Oliver | Ustudio
Art Direction: Thalita Teglas
Copy writing: Kiko César

Thank you!
ALA
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ALA

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