【Global News】Panasonic Announces a New Brand Campaign in Brazil with Unprecedented Actions

São Paulo, Brazil – Panasonic do Brasil (PANABRAS) has announced a new campaign called “MAGIC,” featuring the tagline “The best of Japanese technology at the touch of a button.” The campaign includes several initiatives that allow PANABRAS to reconnect with its Japanese roots, with the aim to see the brand as the most desired in its segment by 2030.

From the start of 2024, PANABRAS began conducting extensive research aimed at understanding its consumers on three fronts.

The first front aimed to understand current consumers in the consumer relationship management (CRM) base. The second involved conducting a Target Index Group (TGI) study that allowed further identification, knowledge, and segmentation of consumers and measured consumer values and attitudes. The third and final front was a survey that included participation from more than four thousand consumers. The results revealed which profiles the Panasonic brand should prioritize for brand differentiation, including “Multitasking, efficiency-oriented” and “Technology enthusiasts” clusters.

PANABRAS then aimed to connect the study’s findings to strengthening the Panasonic narrative: a century-old Japanese company, an authority in technology and innovation, design, and quality.

To do this, PANABRAS launched its “MAGIC” campaign with the tagline “The best of Japanese technology at the touch of a button.”

As noted by Caio Marques, PANABRAS Director of Products and Marketing:

“Launching this new brand momentum is the first step in a long-term plan to position Panasonic as the most desired in the segment by 2030. The survey brought us important insights to start acting and show everything we already have at home. Therefore, we are launching a campaign that aims to reinforce our pillars and excellence at this time.”

The campaign facilitates several initiatives to reach PANABRAS’ goal, including a partnership with the Japan House in São Paulo to drive the connection with Japanese culture in the campaign. The collaboration is a way of reaffirming the values that guide the brand: respect for tradition, innovation, and quality.

The brand also announced actress Mariana Ximenes as the new brand ambassador. The decision is the result of a search for personalities who hold an affinity for the brand and mutually share Panasonic’s commitment to quality. Ximenes has a well-established background, enjoys nearly 5 million followers on Instagram and frequently appears in popular media.

The campaign song is Every Little Thing She does is Magic by The Police. The song signals the brand’s return to mainstream media with the launch of the campaign’s hero film during the television break of Jornal Nacional, Brazil’s main television news program, in addition to channels on Pay TV and others points of contact such as OOH, cinema, radio, and digital. 

To launch the initiatives facilitated by the campaign, PANABRAS held a kickoff event called Meet the Magic, on August 27 and 28 at the Japan House.

In all, there were more than 400 attendees at the event, which also received participation from ambassador Ximenes, influencer Mariana Saad, and the Brazilian athlete with the most Olympic medals, Rebeca Andrade.

Attendees experienced the magic of the campaign firsthand through the MAGIC aroma, developed exclusively for the event, which had notes of cherry blossom and bamboo. A buffet by chef Telma Siraishi was also designed to represent Japanese cuisine and included the creation of a unique drink made exclusively for the event.

The campaign also marked Panasonic’s entry into a new segment, hair dryers, with the launch of Nanocare. The new dryer has redefined hair care in Brazil by utilizing nanoe™ technology, which moisturizes while drying and protects the hair and scalp.

“Panasonic’s entry into the beauty market is a bold and strategic step. We have identified a clear need from consumers, and we are confident that Nanocare Panasonic will redefine the way people care for their hair in Brazil, providing a unique care and treatment experience,” said Caio.

With the tagline “Treat and Hydrate,” the product launch features brand ambassador Ximenes, who brings to life the brand’s new concept, MAGIC: Japanese technology at the touch of a button.

The launch of the BB64 and BB65 refrigerators was also celebrated. The products combine artificial intelligence (AI), energy efficiency and sophisticated design, reinforcing Panasonic’s commitment to innovation and delivering the best to consumers.

“The innovations present in Panasonic’s products need to be felt and lived. We are bringing this with this new brand campaign, in which we deliver to the consumer an ease in understanding our technology. Panasonic has always been synonymous with innovation and quality. We are reaffirming our values and bringing this in a stronger way to the consumer,” said Caio.

PANABRAS is committed to delivering the excellence and magic of Panasonic technology to consumers through initiatives and products featured in the “MAGIC” campaign, with the hopes of raising the brand awareness and affinity in Brazil by 2030.

Panasonic do Brasil is a subsidiary of the Japanese group Panasonic Corporation. The company began its activities in Brazil in 1967. Currently, more than 2000 employees work in the factories of São José dos Campos, Manaus and Extrema, in addition to the administrative and commercial office located in São Paulo. The company sells a wide range of products in the segment of Batteries, Special Batteries and Electronics of advanced technology such as Industrial Components, Telephony, PBX, Closed Circuit TV, Industrial Automation, Broadcasting (professional camcorders), digital products of the Consumer and System line, among others produced by the group abroad. Learn more about Panasonic do Brasil: https://www.panasonic.com/br/