Multilaser, one of Brazil’s largest consumer products retailers, has just announced a rebranding: the brand is beginning to position itself as “Multi”.
The company is investing R100 million in a series of initiatives that will include a new logo and an exclusive campaign both online and offline, in addition to marketing strategies targeting its own social networks and digital influencers. For the project, Multi had consultants from In Brand, Soko agencies and his teams. interior.
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The change aims to reinforce the company’s Brazilian origins, as well as expanding the group’s product portfolio, which currently has over five thousand products and goes well beyond IT products such as traditional mice and keyboards.
“We reaffirm our commitment to acquiring everything that brings technology and makes people’s lives easier, at a fair price for Brazilians. From tablets, smartphones, laptops and small appliances to electric motorcycles,” says Flavia Drummond, chief marketing officer of Multi, referring to the recent acquisition of startup Watts Mobilidade Elétrica.
The strategy is in line with the country’s economic scenario as it delivers key innovations technology to the consumer who is increasingly looking for the best value for money and product quality.
new logo
Inspired by technology, diversity and simplicity, the new logo reflects the brand attributes – democratic, attuned, human and relaxed – that will be created in this new moment.
“The curves of the M, which will become an icon of the brand, reinforce connections and hint at a unique and memorable grip. Rounded corners invite and bring the consumer together in a modern and human way. And the spaced letters create a lightness that the company aims to convey,” says Leo Saito, Creative Director of Multi.
The new identity will be announced to the media and beyond. In addition, the new brand has sound logo which will apply to all lines dedicated to technology such as laptops, smartphones and tablets.
“Our mission is to provide access to technology. Brazilians are looking forward to a much-desired novelty at a reasonable price. We encounter this, for example, in the case of wireless headphones, tablets and robot vacuum cleaners. We understand that in this way we help people achieve a simpler, easier and fuller opportunity,” concludes Flavia.
Another important point of the new communication strategy of Multi is to increase interaction with the audience. To do this, the company plans to strengthen the work in social networks. In addition to launching the “M” YouTube channel featuring branded products and technology information featuring digital influencers from a wide variety of segments, Multi is also starting its journey on TikTok and Kwai.
Launch Campaign
Multi is preparing a 360º marketing campaign that aims to reinforce the company’s new positioning and present its new visual identity. Soko is the agency responsible for creating and strategically developing the initiative, which includes a large online and offline media plan and a team of digital influencers to help the brand reflect this new story. The launch of the campaign is scheduled for the second half of August 2022.
About Multi
With over 35 years of experience in the market, Multi is one of the largest players in the electronics and national computer products segment. The company has a modern production facility in the city of Extrema (MG), as well as a factory in the Manaus Free Trade Zone and an engineering laboratory in China. It currently has over 4,000 employees and an annual income of over 6 billion rupees. A rich portfolio of more than 6 thousand products from computers to smartphones, cell phones to electric grills; from skateboards and toys to drones and health, beauty and gourmet products. The product range today is distributed among more than 10 brands that make up its umbrella, and is distributed in more than 40,000 outlets throughout the country. For more information visit our official website.
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Source : Married Games
