POWERFUL MODE
With this sequence of actions, we were able to set the tone for the most strategic conversation at that moment, suggesting that Herbíssimo was about to announce a major new product: its well-known, updated formula for success. Having done that, it was time to translate this new, more connected, diverse, and contemporary brand into an equally powerful attitude. And that's how the concept of the small jar being incredibly powerful gained not only a tagline, but also the invitation: Activate your incredibly powerful mode.
To portray this incredibly powerful aspect in the grand way that this launch demanded, we enlisted Pródigo. With production directed by Livia Gama and photography by Mauricio Padilha, we created a series of films where the product unlocks the incredibly powerful potential of each person who uses its powerful natural ingredients, always using humor as a resource to tell each story, within this "cheeky" language that we developed for the brand.
Together with the Pródigo team and choreography director Naya Nandes, we also selected professional dancers, seeking to bring to the scenes the powerful effect that the deodorant has when it comes into contact with the body of someone using Herbíssimo.
Beyond the films, the campaign also spread the new positioning through digital pieces and interactive experiences throughout the country. Because every Brazilian deserves to join the Clubíssimo. Or rather, activate Powerful Mode.
EXPERIENCE AND POS
Herbíssimo's PDX (Point of Sale Experience) emerges as a natural extension of the brand's established language. While the visual identity already conveyed "the most powerful" in attitude, performance, and self-esteem, in the physical environment it gains scale, volume, and presence. The point of sale ceases to be merely a display space and becomes an experiential hub, where brand, product, and consumer connect in a more vivid, sensory, and memorable way.
The construction of this physical universe stems from the idea of transforming each interaction into an opportunity for discovery. Through a carefully designed set of materials for different channels and moments of the journey, we create experiences that attract, engage, and intuitively and emotionally guide the shopper's gaze. Graphic elements and structures guide navigation within the space, while hidden messages, visual games, and details inspired by the concept of a secret club enhance curiosity, recognition, and connection with the community.
In this context, our creative expressions gain even more strength. The powerful product takes center stage and comes to life through giant prints, volumetrics, vibrant compositions, and structures that transform the product itself into a visual language. The prominent green enhances recognition and connection, while the use of vivid colors, superlatives, and segmentation creates a striking and easily identifiable presence in the physical environment.
This logic also applies to the different lines of the portfolio. While the Classics explore a more vibrant, expressive, and popular communication, Herbíssimo Care builds a more sophisticated and sensorial perception, reinforcing skincare attributes and added value through finishes, colors, and a more refined visual presence.
The result is a powerful PDX: a physical ecosystem that amplifies the brand's language, strengthens recognition, and transforms every touchpoint into an opportunity for experience, connection, and desire.
