In 2022, after a communication hiatus, Brilhante enlisted SOKO to support its challenge of increasing brand recall and surpassing its main market competitor in consumer purchase decisions.
To forge a closer connection with its audience and showcase its economical benefits, we suggested teaming up with Gil do Vigor as the brand ambassador. This partnership highlighted Brilhante's commitment to both quality and value.
In 2023, Brilhante achieved second place among Brazilian consumers' choices for powdered detergents, meeting the brand’s major goal.
This strategic focus on product efficacy and quality is the first step in laying the groundwork for Brilhante’s brand repositioning planned for 2024.
The video displayed here marks the brand's first project of 2022. This initial effort was highly significant, immediately yielding positive results for the brand.
Brand: Brilhante / Unilever
Agency: SOKO
Creative Director: Elisa Gerber
Copywriter: Ayslan Monteiro, Diogo Souza
Art Director: Raphael Souza, Rafa de Prada, Lucas Hirata, Eduardo Diniz
Content: Raphael Bueno, Isadora Assis, Giu Soeiro
Strategy: Gabriela Brum