“Once upon a time” needs to be a true story
When a brand tells a story through a character, it can’t be a fairy tale – authenticity is the key word.
Since the day advertising became advertising, brands have used characters or personas, admired by public opinion, to represent them, whether created in fiction or “real” people. In one way or another, the star actor is always likable – you don’t have to look too far to remember the “Bombril Guy,” who was played by Carlos Moreno for more than 20 years. The character aimed at breaking away from the arrogant nature in which household products spoke to women at that time.
The practice of humanizing the brand through a character is still used frequently today. Afterall, it works. The point is that consumers have evolved in an audience of critics, and likability alone just doesn’t last the summer, as it did during the times of the infamous “baixinho da Kaiser” (“little Kaiser guy”). Now, besides price, quality products, and a likable image, consumers was authenticity.
That was the idea for the “Beyond Beauty,” a content and relationship project developed specifically for Allergan. The parent company of Botox®, Juvéderm®, and Natrelle invited women to share stories of autonomy and female empowerment. Moments that embody courage, tough decisions, and determination that changed lives are narrated in the first person by “people like us,” generating connections and brand value.
