Sol de Janeiro Badalada Launch Campaign

Influencer.

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Experience.

Strategy.

Creative.

Bringing Badalada to life with a high-energy street party celebrating culture, community & content.

Body Badalada Lotion made its global debut with a dynamic two-day brand experience designed to capture Gen Z’s attention through culture, community, and sensory storytelling. Rooted in the vibrant spirit of Brazilian street carnival, the launch blended press previews, influencer immersion, and a high-energy consumer takeover – all crafted to spark excitement, deepen emotional connection, and turn the product into a must-experience moment. From curated touchpoints to full-scale visual storytelling, the activation transformed Badalada into a world you could feel, hear, and step into.

Objective.

Introduce Body Badalada Lotion to Gen Z through a two-part immersive experience that first engaged influencers and press, then extended the impact directly to consumers. Day One focused on showcasing the product’s sensory and emotional power to key media and creators, building real-life connections and sparking buzz, brand love, and loyalty. Day Two opened the doors to the public through a free, ticketed Eventbrite activation, inviting fans to step into the world of Badalada and experience the launch firsthand.

Playbook.

As part of the strategy, a complete playbook was created and produced, with detailed guidance of how to execute launch events of all scales across global markets. For the Global launch, we executed both events at 1896 Studios in Bushwick, New York. The Badalada Bloco Experience brought Body Badalada Lotion to life through a three-hour, multi-sensory journey inspired by Brazilian street carnival culture. Influencers, press, and later consumers explored immersive storytelling zones including the Badalada Benefits-Lab, the Badalada Tunnel, hand massage stations, roaming mist vendors, and a Sephora x Badalada photo op. Additional high-energy moments, such as a vintage car photomoment, murals, street dancer performances, a photo booth, and a Batala drummer show created endless opportunities for content capture and deeper engagement.

Experience.

For Day Two, we repurposed the space, maximising sustainability and efficiency while giving consumers the same vibrant, carnival bloco-inspired experience. This allowed guests to discover the product’s benefits, enjoy interactive moments, and feel the Badalada energy in an authentic, high-impact environment.

Results.

Across the two-day activation, the event engaged over 1000 influencers, press, and consumers, generating significant organic social content and amplifying awareness for Body Badalada Lotion. The consumer event sold out via Eventbrite, demonstrating strong interest and demand, and guest feedback across social channels was very positive.

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Bringing Badalada to life with a high-energy street party celebrating culture, community & content.

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