Orchard Road, Singapore – Brazilian-inspired beauty brand Sol de Janeiro has embarked on a refreshing partnership with Uncle Chieng, a renowned ice cream vendor on Orchard Road, to introduce a delightful activation aimed at evoking childhood nostalgia and promoting awareness for its latest product, the Delicia Drench Body Butter, in Singapore.
Set up outside Ngee Ann City, Uncle Chieng will be offering limited complimentary scoops of ice cream flavors inspired by Sol de Janeiro’s popular body creams, alongside selected product samples. The enticing array of flavors includes salted caramel, yam, strawberry, and vanilla, symbolizing the essence of Sol de Janeiro’s Brazilian Bum Bum Cream, Delicia Drench Body Butter, Beija Flor Elasti-cream, and Bom Dia Bright Cream, respectively.
Dubbed ‘Oh So Creamy’, the campaign seeks to elevate consumer engagement and foster affection for the brand’s range of body creams, as highlighted by a spokesperson from Sol de Janeiro in a conversation with MARKETING-INTERACTIVE. “This is also a great opportunity to connect with potential new customers in a playful and generous manner, providing them with a firsthand experience of our luxurious body creams,” they emphasized.
In tandem with this initiative, Sol de Janeiro has partnered with key opinion leaders (KOLs) such as Chantal Windley, Munah Bagharib, Preetipls, and Xixi Lim in the Singapore market, as part of its regional campaign emphasizing inclusivity and positive messaging. KOLs from Malaysia and Thailand have also been enlisted to represent their respective markets.
Each participant in the ‘Love All Your Layers’ campaign has been carefully selected to embody the essence of one of the four body creams and will feature prominently across Singapore, Malaysia, and Thailand. “We have curated a diverse group of KOLs across Singapore, Malaysia, and Thailand to underscore Sol de Janeiro’s commitment to inclusivity,” noted the spokesperson. “For the Singapore segment, we have specifically chosen individuals who reflect a range of body types, ethnicities, and ages, each possessing their own empowering personalities.”
As Sol de Janeiro intensifies its marketing endeavors across these three markets, consumers can anticipate further collaborations and initiatives in the months ahead, according to the brand.
This innovative collaboration harnessing the allure of ice cream to engage consumers during warmer weather echoes a trend observed previously. Last year, Trust Bank celebrated its inaugural anniversary with a lively campaign featuring a whimsical animated birthday wrapper and a partnership with popular ice cream brand Creamier.
As part of the month-long campaign, spanning both offline and online activations, Trust Bank collaborated with Creamier to distribute mini-tubs of blue pea vanilla-flavored ice cream, resonating with the bank’s distinctive branding, at various locations including Orchard Road, Kopitiam at Marina Bay Financial Centre, and Lau Pa Sat.
