Morango&Leite:
The K-Drama Ad That Brought A Fan-Favourite Back

Product Re-Launch Strategy, Community-Led Campaign, Brand Entertainment
Client: Boticario Beauty

To relaunch a nostalgic body-care line and make it feel brand new, O Boticário brought together two passionate communities and let them lead the way. On one side, the “Botilovers” who had been asking for the return of Morango & Leite (Strawberry Milk). On the other, a fast-growing generation of K-drama fans in Brazil.

The campaign tapped into the rising Korean Wave among Gen Z Brazilians and reimagined the product comeback as a cultural event. We created the brand’s first K-drama: a romantic mini-series set inside O Boticário’s real factory, where a mysterious machine brings the scent back to life in response to fan demand. Real employees played extras, packaging was styled like K-merch, and every detail was designed to feel like fan service.

The strategy fused entertainment, nostalgia, and community into a multi-platform launch — with content distributed across TikTok, YouTube, Meta, and Viki, and amplified by immersive experiences like a pop-up store, a limited-edition box, and a contest awarding a trip to South Korea.