This Christmas, O Boticário reinforces its positioning as the preferred brand for gifting* beyond screens and stores, transforming the baggage claim conveyors at the international airports of Guarulhos (SP), Afonso Pena (PR), and Jose María Córdova (Colombia) into a unique gifting experience. O Boticário aims to distribute over 6,000 gifts to all passengers passing through the arrival conveyors at Guarulhos, Curitiba, and Medellín airports on December 5th.
Titled “Gift with Love,” the activation, conceived by Agência Pros, begins with a surprise but ends with a gift exchange: when picking up their luggage, passengers receive a Christmas kit with items for themselves and a gift voucher – inviting them to gift someone they care about.
“Airports are always full of people with their stories, especially at the end of the year. People may be arriving for reunions, farewells, or a special moment of rest. We thought of this activation as a way to remind passengers to spread love and affection by gifting others with our kits and encouraging them to pass on the ‘message’ of goodwill by gifting someone,” explains Carolina Carrasco, Director of Branding and Communication at O Boticário.
By occupying a high-traffic area, “Gift with Love” enhances the potential of a PR Stunt as a tool capable of generating spontaneous conversation and brand impact, extending the reach of the campaign far beyond the present passengers.
“This is a typical PR idea: understanding where people are, how they feel, and how we can give new meaning to these moments. We decided to transform the universal wait for luggage on the conveyors into a gesture of affection, with the potential to generate organic conversation and real connection, reinforcing what O Boticário does with precision every day through a unique narrative that could only exist at Christmas,” says Adriano Abdalla, Chief Creative Officer at PROS.
