Brazilian brands O Boticário and Nutella launch summer and resort experience activations

O Boticário set up a free summer activation in Manaus, Amazon, at the Ponta Negra Amphitheatre. Running until 2 August, the event runs daily from 12 p.m. to 9 p.m. and offers product trials, an Instagram‑friendly boat‑shaped space, massages, braids and other services aimed at attracting the surge of visitors during the region’s dry, sunny season. Rodrigo Waughan, president of Grupo Gérbera+, said the initiative strengthens the brand’s connection with consumers and celebrates the Amazonian summer.

Hot Beach Parques & Resorts in Olímpia, São Paulo, has partnered with Nutella to embed the hazelnut spread into its breakfast buffets and dessert menus starting 29 July. The co‑branding aims to turn a routine meal into a premium, shareable experience, reinforcing the resort’s high‑end positioning. Marcela Lacerda, head of marketing at Hot Beach, emphasized that the collaboration is intended to "architect emotional memories" for guests.

Both activations illustrate a broader trend among Brazilian companies to invest in experiential marketing that blends product exposure with leisure activities, leveraging local climates and hospitality settings to deepen brand engagement.