Lu and Brás: The New Faces of Petrobras Stations

Written by Corporativo

Published on 15/03/2024 at 10:58

Foto: Raphael Lisboa

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Innovative Mascots Promise to Revolutionize Communication and Experience at Gas Stations

Petrobras Gas Stations, leaders in the Brazilian fuel market, are introducing a novelty in their advertising campaigns that promises to change the way consumers interact with the brand. Lu and Brás, two charismatic lizards, are here to add innovation and a relaxed touch to the daily life of the gas stations, offering a more authentic and localized approach to marketing actions and a closer connection with the Brazilian public.

Innovation and Engagement Through Mascots

The insertion of Lu and Brás into Petrobras Gas Stations’ advertising marks an audacious strategy by Vibra Energia, the exclusive distributor of the brand, aiming to transform the experience of its customers. Besides reinforcing the visual identity of the network, the mascots are part of a movement to expand the role of gas stations, transforming them into convenience and social interaction centers. The choice of these characters seeks to break the conventional patterns of advertising in the fuel segment, bringing memorable figures that stimulate engagement among consumers, resellers, and teams.

Communication Strategies and Diversity

The new positioning of Petrobras Gas Stations, encapsulated in the slogan “We Have the Energy of the Brazilian,” reflects the company’s effort to distance itself from traditional marketing campaigns in the sector. Vanessa Gordilho, Vice President of Business, Products, and Marketing at Vibra, emphasizes the intention to incorporate playful and magical elements into the campaigns, aiming for a deeper connection with the families that frequent the gas stations, now seen as extensions of their daily routines. The campaign featuring the mascots already shows signs of success, following previous initiatives by the company, such as the viral “dance at the gas station” on TikTok, which promoted diversity and modernization in the communication of the segment.

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National Presence and Promotional Actions

The lizards represent not only the adaptability and diversity of the Brazilian people but also the agility and energy that characterize the services of Petrobras Gas Stations. According to Vanessa Gordilho, Lu and Brás symbolize Brazil’s natural wealth and perseverance in the face of challenges, promising to be key influencers in future campaigns, both in traditional media and on social networks. The expectation is that the mascots will also become collectible items, further increasing audience engagement with the brand.

Márcio Santoro from Africa Creative highlights the uniqueness of the mascots in the advertising niche of gas stations, emphasizing the representation of the lizard as a symbol of the national territory and the qualities of the Brazilian people. Created to bring life to the new concept of the gas stations, Lu and Brás offer a fresh perspective on the daily life of these places, promising to delight and surprise consumers.

The Future of Petrobras Gas Stations with Lu and Brás

The mascots were officially presented during the Vem de Vibra event in Rio de Janeiro, with their names chosen by voting among participants. With the campaign launch on TV Globo and a notable presence in several Brazilian cities, Lu and Brás are already winning hearts across the country, symbolizing Vibra’s and Petrobras Gas Stations’ commitment to quality, diversity, and sustainability.

About Vibra Energia, a leader in the supply of fuels and lubricants in Brazil, the company stands out for its extensive network of gas stations and its initiatives in energy transition, with significant investments in sustainability-focused partnerships. Representing Brazilian energy and dynamism, Petrobras Gas Stations, alongside Lu and Brás, are ready to redefine consumer expectations and further strengthen their market position.

Photo: Raphael Lisboa.

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Lu and Brás: The New Faces of Petrobras Stations

Innovative Mascots Promise to Revolutionize Communication and Experience at Gas Stations

Innovation and Engagement Through Mascots

Communication Strategies and Diversity

National Presence and Promotional Actions

The Future of Petrobras Gas Stations with Lu and Brás

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Lu and Brás: The New Faces of Petrobras Stations

Innovative Mascots Promise to Revolutionize Communication and Experience at Gas Stations

Innovation and Engagement Through Mascots

Communication Strategies and Diversity

National Presence and Promotional Actions

The Future of Petrobras Gas Stations with Lu and Brás

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