Apothecary honors stepfathers in father''s day campaign

O Boticário decided to honor the stepfathers in its campaign for fathers day this year. The propaganda "is not my father", created by the Agency AlmapBBDO, shows several moments of 1 1 relationship between stepdaughter and stepfather, from the first meeting until the conflicts of adolescence.
With the new commercial, the brand of perfumes follows the strategy of portraying the different forms of relationship and family model. The campaign made last year, the Apothecary celebrated on father''s day the adoption of orphaned children.
The brand has already addressed in their commercials to couples on separation process and in 2015, received applause and ameaçãs of boycott, with the campaign made for Valentine''s day that showed different types of couples, including gays, exchanging gifts.
The new advertisement debuted on Sunday with one-minute version and will continue to be aired on TV in 30 seconds version.
According to the company, the campaign also includes print ads, out of home, POS material, strategies for social networks and media display.
The digital campaign actions has the signature W3haus and foresees the presentation deutras stories, among them "a single man and a homosexual, instead of choosing, was chosen by the child in a special event for adoption," according to the Apothecary.