This Sunday (9/20), during a break in Fantástico, on the Globo network, Braskem will launch a national campaign to promote the company’s new brand positioning in the media. With the motto "Forms", the campaign was developed with the objective of bringing Braskem closer to people, presenting a universe of possibilities and benefits that plastic and other petrochemical products provide people, becoming allies and facilitators in the daily routine of millions of lives around the world.

The film shows situations where plastic is part of the every day lives of people, in its most varied colors and forms, and reveals the existing harmony between this multi-faceted raw material, people and their dreams. The campaign, created by Washington Olivetto’s W/, will be on the air on free-to-air TV for three weeks, and until December on subscription TV. At the same time, the campaign will extend into the maintenance phase for print and online media.

The launch coincides with the company’s current, genuinely Brazilian moment, as it seeks to strengthen its relations with society, present in the lives of people through its clients, the transformers, specialists in making dreams become reality. Since its foundation in August 2002, the company has supported a trajectory and strong growth, and today it is positioned in the sector as the third largest petrochemical company in the Americas.

It is Braskem’s priority to always position itself with great transparency before its diverse stakeholders. "In this sense, it is necessary for people to truly understand what it is and does to recognize its constant presence at their side and to admire it for the increasingly more important role it plays in the global petrochemical market," underscores Frank Alcântara, director of Corporate Marketing at Braskem.

In order to define this new positioning, Braskem ordered a series of surveys with specialized companies to identify how the company is perceived by its diverse stakeholders and society in general. As a result, the surveys indicated that Braskem has an excellent reputation among those publics that know it, but it is little noticed by society as a whole. "Bridging that gap between society and Braskem was the challenge proposed for this moment of the company," pointed out the executive.