Basic HTML Version
clipping
in Rio de Janeiro or São Paulo. Negotiations are now at an
advanced stage. Our entire team is working hard and doing a
lot of market research with the aim of earning us prominence
in the domestic market,” says Iquine’s sales and marketing
director Alan Souza.
The manufacturer’s latest strategy to make itself visible
beyond the North and Northeast consisted of producing
a commercial for broadcasting in several Brazilian states,
a campaign that was launched on October 6. The footage
shows a story of individuals who are depressed and without
any prospects until they paint the environment where they
live, whereupon they regain their joy and self-esteem. In
addition to TV commercials, the campaign is being carried out
on online and offline platforms, including actions on social
networks, with editorials posted on Brazil’s humoristic fan
pages, YouTube version of its footages, sponsorship to radio
programs, advertisement of buses, alternativemedia, actions
at points of sale, and printedmaterials. “The brand’s slogan is
‘colors to stir up your life.’ The idea is to have the consu-
mer experience with the Iquine brand associated with a
new outlook on the world, which commences when the
consumer raises their self-esteem and stir up their life.
We seek to transform people in their day-to-day lives,
and we manufacture high-technology products accor-
dingly,” Souza says. With the help of advertising agency
Herbert Perman Design, Iquine has also refreshed its en-
tire visual identity, opting for simpler, self-explanatory
packagingmaterials with stress the main properties and
technical features of each product, while highlighting
sustainable actions. “One other major concern at our
company is sustainable actions. We recycle 65,000 tons
of PET bottles each year, and then the material is reused
instead of being disposed of into landfills. Out tinting
system is 100-percent water-based, which makes it har-
mless to both the environment and those who handle
our products,” Souza concludes.