Here to stay – Avon Brazil 2021 | Clapboard Ad Archive

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Here to stay - Avon | Clapboard Ad Archive

Avon’s 2021 Here to stay campaign in Brazil, crafted by Wunderman Thompson, stakes a claim on the brand’s enduring relevance and steadfast presence in the highly competitive beauty market by anchoring its message in resilience and trust. The campaign leverages the enduring appeal of Marta, Brazil’s internationally celebrated football icon, as a recurring personality to embody Avon’s commitment to empowerment and permanence in beauty, an approach that sits squarely in Clapboard’s FORMAT#8—ONGOING CHARACTERS OR CELEBRITIES category. By aligning Avon with Marta’s inspirational stature, the campaign taps into cultural pride and credibility, positioning the brand not as a fleeting trend but as a dependable choice amid the rapid cycles of beauty fads and consumer shifts. The integrated campaign centers on a singular, visually compelling media asset named AVON CASE MARTA H262 20h HD 1080p, which, despite modest digital engagement metrics, encapsulates a focused, emotionally resonant narrative that prioritizes authenticity and long-term consumer connection over broad reach or viral ambition. Strategically, Avon’s message appeals to Brazilian consumers’ preference for brands that demonstrate resilience and meaningful continuity, reinforcing loyalty by emphasizing heritage alongside contemporary relevance. The campaign’s use of a high-profile local celebrity reinforces brand recall and trust, a tactic common within the Brazilian beauty sector yet executed here with an emphasis on stability rather than transient glamour. Avon’s integration of this creative strategy within the beauty industry landscape—dominated by competitors such as Natura, O Boticário, and L’Oréal Brasil—signals a deliberate positioning that balances tradition with empowerment. Clapboard rates this campaign 49/100 in its global creative archive. This campaign matters to the industry because it demonstrates how legacy beauty brands can leverage cultural icons to embody brand permanence, which is critical in a category often driven by novelty and rapid innovation.

Credits

Client

Avon

Agency

Wunderman Thompson

Category Mind Map

48%

The "Here to stay" campaign by Avon, launched in Brazil in May 2021 through Wunderman Thompson, aims to reinforce the brand’s enduring presence and commitment within the competitive beauty market. The campaign’s proposition centers on reliability and permanence, suggesting that Avon remains a steadfast choice in beauty despite market fluctuations and evolving consumer preferences. By positioning itself as a constant and trusted player, Avon seeks to deepen consumer trust and loyalty. Strategically, the campaign appears to leverage the insight that Brazilian consumers value brands that demonstrate resilience and long-term commitment, especially in an industry characterized by rapid trends and transient fads. The use of an integrated medium approach likely allows Avon to maintain consistent messaging across multiple touchpoints, reinforcing brand familiarity and emotional connection. Although the campaign’s digital footprint, as indicated by modest YouTube engagement metrics, may suggest a focused rather than broad reach, the creative angle seems to emphasize authenticity and stability over aggressive expansion or trend-chasing. This reflects a targeted effort to connect with an audience that prioritizes trustworthiness and meaningful brand relationships in beauty products. The campaign’s concise messaging and cultural relevance within the Brazilian market underscore Avon's strategy to sustain its heritage while staying relevant in a dynamic industry landscape.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. The Avon “Here to stay” campaign from Brazil, tagged as "AVON CASE MARTA H262," strongly hints at the involvement of Marta, the internationally renowned Brazilian football star, through both the file naming and typical celebrity affiliation practices in beauty industry campaigns. No narrative arc or problem–solution framing is evident from the details. Instead, this campaign likely leverages Marta as a prominent face to convey Avon's message of empowerment or enduring beauty. The use of her recognizable persona in brand communication aligns with the ONGOING CHARACTERS OR CELEBRITIES format, optimizing both brand recall and credibility in the Brazilian market by associating with an inspirational figure. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Natura – Positioned as a sustainable and ethical beauty brand, Natura emphasizes natural ingredients sourced from the Amazon, eco-friendly packaging, and social responsibility, appealing to environmentally conscious consumers looking for premium yet accessible beauty products. 2. O Boticário – Known for its strong emotional branding and wide product range, O Boticário positions itself as a locally inspired brand that combines innovation with Brazilian identity, offering high-quality beauty and personal care products for diverse customer groups. 3. L’Oréal Brasil – Leveraging global expertise, L’Oréal Brasil differentiates through cutting-edge dermatological research and innovation, targeting premium and mass markets with a broad portfolio of products emphasizing efficacy and modern beauty trends. 4. Jequiti – As a direct sales beauty brand under the Silvio Santos Group, Jequiti focuses on accessibility and a loyal customer base via multi-level marketing, emphasizing affordability, popular appeal, and a personalized shopping experience through consultants. 5. Mary Kay Brasil – Mary Kay positions itself strongly in direct selling with a focus on empowering women entrepreneurs, personalized customer service, and high-quality skincare and cosmetics that combine luxury with motivational brand values.

Q: What is Here to stay about? A: Here to stay is a professional integrated campaign created by Wunderman Thompson for Avon and launched in Brazil in May 2021. The campaign centers on reinforcing Avon's enduring presence and commitment within the competitive beauty market. It communicates reliability and permanence, positioning Avon as a steadfast and trusted choice despite shifting consumer trends and market fluctuations. The campaign uses a single media asset to deliver a concise message that aims to deepen consumer trust and loyalty by emphasizing the brand’s resilience and ongoing relevance in the Brazilian beauty industry. Q: What creative device does Here to stay use? A: Here to stay employs the creative format classified by Clapboard as FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES, which uses a recurring personality or celebrity for brand recall. The campaign prominently features Marta, the internationally renowned Brazilian football star, leveraging her recognizable persona to embody Avon's message of empowerment and enduring beauty. This approach optimizes brand credibility and recall in the Brazilian market by associating Avon with an inspirational figure who resonates emotionally with the target audience, enhancing the campaign’s authenticity and connection. Q: What is the campaign proposition for Here to stay? A: The campaign proposition for Here to stay positions Avon as a reliable and permanent presence in the beauty market, addressing Brazilian consumers who value resilience and long-term commitment amid rapid trends and fleeting fads. Avon communicates that it remains a steadfast choice for beauty products, emphasizing authenticity and stability rather than chasing trends. This strategic positioning aims to deepen consumer trust and loyalty by reinforcing consistent messaging across multiple touchpoints, highlighting Avon's heritage while maintaining relevance in a dynamic and competitive industry landscape. Q: How does Here to stay rank in Clapboard's archive? A: Here to stay holds a Clapboard Campaign Score of 49/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the beauty category. The rating is issued by Clapboard as the curatorial authority, indicating the campaign’s standing based on its integrated approach, use of celebrity endorsement, and strategic messaging in the Brazilian market. Q: Who are the competitors in Avon's category? A: Avon competes with several key brands in the Brazilian beauty market, each with distinct positioning. Natura emphasizes sustainability and ethical practices, focusing on natural Amazonian ingredients and eco-friendly packaging to attract environmentally conscious consumers. O Boticário leverages strong emotional branding and Brazilian identity, offering a wide product range with local inspiration. L’Oréal Brasil differentiates through advanced dermatological research and innovation, targeting both premium and mass markets. Jequiti operates as a direct sales brand with affordability and personalized service through consultants. Mary Kay Brasil also focuses on direct selling, empowering women entrepreneurs with luxury skincare and cosmetics combined with motivational brand values.