São Paulo – The Brazilian footwear manufacturing company Azaleia, one of the leading companies of its kind in the country, took its 2012 spring-summer campaign to Saudi Arabia. According to information issued by the company, the Saudi market has been selected for the international action as part of a group of 15 countries in Latin America, Europe and the Middle East.
The campaign aims to promote the brand’s new concept in Brazil, “Real beauty is you liking yourself,” and is themed after flowers. The images portray a model wearing a short dress made from natural flowers. In Saudi Arabia, only the flowers have been used, as part of a graphic concept, because of the country’s religious laws.
According to information from the Azaleia press office, the Saudi campaign is taking place at the points of sale which sell the brand. In foreign countries, the initiative also includes ads on media vehicles, billboards and points-of-sale panels.
In addition to Saudi Arabia, Azaleia has taken its campaign to Peru, Colombia, Ecuador, Bolivia, Panama, Paraguay, Uruguay, Venezuela, the Philippines, Portugal, Poland, Russia, Costa Rica and Chile. The action includes 3,000 points of sale, according to the company, and the target markets received a combined total of 1 million pairs of shoes in the first half of the year.
The campaign, designed by DCS Comunicações, was custom-made for the foreign market in two languages: Spanish and English. “Lo bonito es que te gustes,” says Azaleia in Spanish, meaning “Real beauty is you liking yourself.” The intention is to boost the self-esteem of women.
*Translated by Gabriel Pomerancblum
