Beat the heat at Orchard with Sol de Janeiro's body cream inspired ice creams

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Brazilian-inspired beauty brand Sol de Janeiro has collaborated with Orchard Road’s iconic ice cream seller, Uncle Chieng on an activation that aims to bring childhood joy and awareness for its new Delicia Drench Body Butter to Singapore.

Stationed outside Ngee Ann City, from now until 31 March, Uncle Chieng will give out limited complimentary scoops of ice cream flavours inspired by Sol de Janeiro’s body creams along with selected samples.

Don't miss: Trust Bank gives out blue ice cream while rapping its way to first birthday

The flavours include salted caramel, yam, strawberry and vanilla which represent its Brazilian Bum Bum Cream, Delicia Drench Body Butter, Beija Flor Elasti-cream and Bom Dia Bright Cream respectively.

Titled ‘Oh So Creamy’, the campaign aims to enhance the consumer experience and amplify love for the brand’s body creams, said a spokesperson from the brand in conversation with MARKETING-INTERACTIVE.

“This is also a great opportunity to come and meet potential new customers, approach them in a fun and generous way, and give them a qualitative sample to try one of our body creams,” they added.

In conjunction, Sol de Janeiro has collaborated with key opinion leaders such as Chantal Windley, Munah Bagharib, Preetipls and Xixi Lim for the Singapore market of its regional campaign that aims to focus on inclusivity and positive messaging. KOLs from Malaysia and Thailand were also chosen to represent their respective markets.

Each individual in the ‘Love All Your Layers’ campaign was selected to represent each of the four body creams and will run across Singapore, Malaysia and Thailand.

“Across Singapore, Malaysia and Thailand we engaged a diverse selection of KOLs to focus on inclusivity which is core to Sol de Janeiro’s brand messaging,” said the spokesperson.

“Specifically for Singapore, we engaged profiles that were diverse in size, race and age and also had their own unique and empowering personalities,” they added.

As Sol de Janeiro ramps up its marketing efforts in these three markets, consumers can look forward to more collaborations and lunches in the coming months, according to the brand.

This is not the first time a brand has used ice cream to attract consumers as the weather heats up. Last year, Trust Bank celebrated its first birthday with a campaign video that features a rapping cartoon birthday wrapper and a partnership with ice cream brand Creamier.

As part of the month-long campaign that spanned offline and online activations at the time, Trust Bank partnered with the ice cream brand to give out mini-tubs of blue pea vanilla-flavoured ice cream with a colour synonymous with its branding, at Orchard Road, Kopitiam at Marina Bay Financial Centre and Lau Pa Sat.

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