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Innovative mascots promise to revolutionize communication and the experience at gas stations
Petrobras Stations, leaders in the Brazilian fuel market, introduce something new in their advertising campaigns that promises to change the way consumers interact with the brand. Lu and Brás, two charismatic men, arrive to add innovation and relaxation to the day-to-day activities of the stations, offering a more authentic and regionalized approach to marketing actions and a closer connection with the Brazilian public.
Innovation and engagement through mascots
The inclusion of Lu and Brás in the advertising of Petrobras Stations marks a bold strategy by Vibra Energia, the brand's exclusive distributor, aiming to transform its customers' experience. In addition to reinforcing the network's visual identity, the mascots are part of a movement to expand the role of stations, transforming them into centers of convenience and social interaction. The choice of these characters seeks to break the conventional patterns of advertising in the fuel segment, bringing memorable figures that stimulate the engagement of consumers, dealers and teams.
Communication and diversity strategies
The new positioning of Petrobras Stations, encapsulated in the slogan “We have Brazilian energy”, reflects the company's quest to distance itself from the sector's traditional marketing campaigns. 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 who frequent the stations, now seen as extensions of their daily routines. The campaign with the mascots is already showing 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 communication in the segment.
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National presence and promotional actions
Calangos represent not only the adaptability and diversity of the Brazilian people, but also the agility and energy that characterize the services of Petrobras 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 public engagement with the brand.
Márcio Santoro, from Africa Creative, highlights the uniqueness of mascots in the gas station advertising niche, highlighting the representation of the calango as an emblem of the national territory and the qualities of the Brazilian people. Created to bring the new concept of gas stations to life, Lu and Brás offer an unprecedented perspective on the daily life of these places, promising to delight and surprise consumers.
The future of Petrobras stations with Lu and Brás
The mascots were officially presented during the Vem de Vibra event, in Rio de Janeiro, with their names being chosen by voting among the participants. With the launch of the campaign on TV Globo and the strong presence in several Brazilian cities, Lu and Brás are already winning hearts across the country, symbolizing the innovation and commitment of Vibra and Petrobras Stations 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 wide network of stations and its initiative in energy transition, with significant investments in partnerships focused on sustainability. Representing Brazilian energy and dynamism, Petrobras Stations, together with Lu and Brás, are ready to redefine consumer expectations and further strengthen their position in the market.
Photo: Raphael Lisboa.
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