Marketing strategies capitalize on Oscar buzz in Brazil

As the excitement builds for the film “Ainda Estou Aqui” and actress Fernanda Torres‘ nomination at the 2025 Oscars, several companies are seizing the moment to engage audiences through creative marketing promotions. These initiatives not only spotlight their products but also foster a connection with Torres’ fans, celebrating this pivotal moment in her career.

Highlighted promotional campaigns

Drogarias Pacheco, a popular pharmacy chain in Brazil, has introduced a promotional coupon named “Fernanda15,” offering a 15% discount on purchases over R$ 140 (approximately $27), specifically targeting customers named Fernanda. The promotion features the tagline: “Fernanda, this award is yours too,” designed to engage users on social media. Additionally, the company announced that if the actress wins the Oscar, the discount will be extended through Monday, March 3.

Another notable initiative comes from Apple, which released a video for its “Shot on iPhone” campaign that creatively merges the festive spirit of Carnaval with the anticipation of the Oscars. The campaign provides a fresh perspective on the intersection of technology and film within contemporary Brazilian culture, reflecting the nation’s identity through one of its most iconic smartphones.

Unique experience with Tinder

In a departure from typical promotions, Tinder has organized a unique “watch party” at Bar Alto in Pinheiros, São Paulo. This event aims to connect individuals named Fernanda and Oscar, sparking a fun and romantic dynamic among participants. Interested individuals must respond to a social media post from the platform and await selection for the event.

Heinz campaign and social media engagement

Heinz Brazil adopted a distinct approach with a campaign linked to the film “Ainda Estou Aqui.” The company posted a video on its social media channels showcasing images of refrigerators stocked with ketchup sachets. The clip concludes with the provocative slogan: “We’re still here,” reinforcing the brand’s affiliation with the film’s success and Brazilian talent. In a lighthearted tone, Heinz also commented: “Cheering for Brazilian cinema on Sunday is much more enjoyable with my ketchup. #ItHasToBeHeinz.”

These initiatives demonstrate how marketing can serve as a powerful tool not only for promoting products but also for creating emotional connections with the audience. By harnessing a significant moment like the Oscars, companies not only elevate their brand visibility but also celebrate Brazilian culture and talent.

The power of emotional marketing

Given the positive atmosphere and the anticipation surrounding Fernanda Torres’ presence at the 2025 Oscars, it is clear that the synergy between cinema and marketing is an effective strategy. Companies that invest in initiatives resonating with their audiences during impactful moments, such as the Oscars, not only enhance their sales but also cultivate a brand identity that feels closer to consumers. Through creativity and sensitivity, these brands distinguish themselves in an increasingly competitive market.

The film “Ainda Estou Aqui”

“Ainda Estou Aqui” (English: “I Am Still Here”) is a Brazilian film from 2024 directed by Walter Salles, portraying the story of Eunice Paiva, played by Fernanda Torres and Fernanda Montenegro at different stages of her life. The narrative follows Eunice after the disappearance of her husband, former deputy Rubens Paiva, portrayed by Selton Mello, during Brazil’s military dictatorship in the 1970s. Forced to abandon her routine as a housewife, Eunice transforms into a human rights activist, fighting for the truth regarding her husband’s fate and confronting the brutal consequences of repression.

The film has garnered widespread acclaim from critics and audiences alike, emerging as one of the leading representations of contemporary Brazilian cinema. Its significance extends beyond Brazil’s borders, highlighting the importance of revisiting and reflecting on dark periods of history to ensure they are not forgotten.