To the Sound of The Police, Panasonic Announces a new Era in Brazil

Sep. 05, 2024

At the start of 2024, focusing on its goal of becoming the most wanted brand in the Brazilian segment by 2030, Panasonic do Brasil interviewed 5 thousand consumers to perfect its target and strengthen its growth strategy. 

This study indicated we need to showcase the centuries-old Japanese capacity to improve people’s lives through cutting-edge technology, with sophisticated products designed for intuitive interactions and an easier daily life, offering true results at the touch of a button. Artificial intelligence, which has been integrated in Panasonic products for years, fulfills customer wishes: practicality without complication. By choosing Panasonic, people can feel safe, comfortable and at ease knowing that they have chosen a brand that cares for them and for the planet, with no additional effort from the customer. 

To that end, Panasonic begins exploring a territory it calls “Seamless Technology”, which establishes a new era for the brand and defines its features. It is a unique proprietary interpretation of a more entertaining, more humanized technology. One that is innovative and provides practical solutions. People won’t have to worry about understanding how it works, they are just sure that Panasonic will deliver. And deliver the best, as only the Japanese giant, with its 100-years history, can.

Caio Marques, Marketing and Products Director at Panasonic do Brasil remarked:

"Introducing this new era for the brand is just the first step of a long-term plan to establish Panasonic as the most wanted brand in the segment by 2030. The research has provided important insights so we can start our activities and show everything we already have for homes. So, we are launching a campaign to emphasize our pillars and excellence at this time."

 

Corporate campaign – MAGIC

Therefore, Panasonic is now introducing a new phase for its brand, establishing it as a centuries-old Japanese brand with superior capacity in state-of-the-art technology, focused on simple and effective solutions, with elegant, atemporal design, and regenerative use for the customers.

With MAGIC as its concept and the motto “The best in Japanese technology at the touch of a button”, Panasonic reinforces its Japanese heritage and translates how Panasonic products make life easier for its customers, like magic. Created together with the Repense agency to build premium awareness and highlight Panasonic’s technological edge, the campaign stars actor Mariana Ximenes, brand ambassador, and features a major 30” spot, to the sound of Every Little Thing She Does Is Magic – a song played all around the world by more than 60 million people, from the band The Police, and short 15” ads, showing the benefits provided by the product technology. It was launched last August 27 for the press, influencers, and retailers, at Japan House in São Paulo.

To kick off the new era, the brand has a strong 360° campaign, setting Panasonic’s return of a corporate campaign on broadcast TV, besides media more adjusted for its target on Pay TV and other points of contact, such as OOH, movies, radio, and digital strategies.

Caio explained:

"And to introduce this placement, we chose an ambassador who epitomizes the elegance and innovativeness of the brand, and a soundtrack known all over the world."

 

Otavio Dias, agency CEO stated:

"We are honored to be a part of this historical moment for Panasonic in Brazil. This campaign will certainly also set a marker in the history of Repense itself."

 

Mariana Ximenes 

For Panasonic, Mariana Ximenes was the choice that best embodies the elegance and innovativeness the brand conveys. Her participation in the campaign reinforces the connection with the Brazilian public, imbuing the communication with charisma and authenticity.

This choice came from a search for a celebrity that combined elegance and an affinity with the brand. The actor, since the beginning of her career, has always been outstanding, and has carefully looked after her image and public appearances, becoming an important reference in her field. Panasonic likewise is a world reference for quality and wants to be associated with professionals and personalities with the same attributes.

Market segment launch

As a tangible manifestation of this new era and to emphasize its new placement, the brand is launching innovative products with cutting-edge technology, and also starting in a new market segment in Brazil: hair dryers, with the introduction of the Nanocare dryer. 

This segment was chosen because a market gap was observed for products satisfying the demanding profile of Brazilian customers, who want to optimize their time and hair care, which goes beyond just how it looks. The product was lab tested, verifying it effectively delivers more softness and smoothness then conventional dryers. It is the only hair dryer in the country with nanoeTM technology, that not only dries, but also treats and moisturizes the hair and scalp, rendering healthier and shinier hair, with less frizz.

Caio explained:

"The innovations included in Panasonic products must be felt and experienced. We are demonstrating this with this new brand campaign, in which we offer costumers an easy understanding of our technology. Panasonic was always synonymous with innovation and quality. We are reasserting our values and showing this intensely to the customer."

 

In tandem with the brand campaign, the hair dryer’s media launch also has actor Mariana Ximenes in the leading role and will include digital activations with Mariana Saad and a team of influencers who will test the product, with the purpose of initiating conversations about the importance of hair care and the difference of a dryer that sets a higher level for the market, by moisturizing while it dries.

The brand will also partner with the premium gym chain Bodytech, where the product will be available for the public to try it out.

Caio concluded:

"Panasonic’s entry in the hair dryer segment is a bold and strategic move. We identified a clear market need and are confident that the Nanocare will redefine the way people care for their hair in Brazil, offering a unique experience in treatment and care." 

 

Japanese heritage

In line with the strategy of emphasizing its Japanese origins, Panasonic will also honor its heritage by becoming the sponsor for Japan House São Paulo, as of this August. Japan House is an international initiative which strives to broaden the knowledge of current Japanese culture. The house organizes several free events and exhibits in fields like architecture, technology, cuisine, fashion, and art, segments that are also aligned with Panasonic activities.