Tuesday, March 2, 2021

BBB21: Participant behavior forces company to review advertising action

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The BBB21 party this Saturday (13th) will be sponsored by a beer brand, which will make an advertising campaign for the first time within the “most watched house in Brazil”. However, due to the toxic behavior of some participants and the criticisms caused by it on social networks, the company decided to review the advertisement.

“We do not agree with behaviors that lead to exclusion and disrespect. Even though, as sponsors, we do not interfere in the program, we understand that with our actions inside, we can reinforce the entertainment character of the reality show and raise important issues for our society, aligned with what we believe “, said Vanessa Brandão, Heineken Brasil’s mainstream marketing director, in a statement this Friday (12th).

The advertising action was already planned since the beginning of the program. Amstel is one of the sponsors of BBB21. However, they decided to change the focus of the message to demonstrate that they are attentive to the events in the house.

Lucas Penteado, who asked to leave the house last week, was identified as the target of psychological torture inside the house, in addition to behaviors of xenophobia and religious intolerance.

According to the statement, the company will use the moments inside the house to reinforce its position that “everyone is welcome”. “The latest events within reality, part of the dynamics of the game and which provoked important reflections, boosting awareness and mobilization movements for changes, made the brand, together with Globo, reevaluate the planned actions”, communicated the company.

Outside the house, the brand will pass the message on to a team of influencers, made up of names like Pequena Lo, Preta Gil, Thelma Assis and Marcela McGowan (BBB20 participants), Diva Depression, Victor di Castro and Bielo Pereira.


Learn all about BBB21 with the O Brasil Tá Vendo podcast:

Listen to “# 26 – Office of Hate, G3, Botanical Garden: Understand the BBB21 game” on the Spreaker.

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BBB21: Participant behavior forces company to review advertising action