Olla announces activations at Rock in Rio 2024 with interactive experiences and sexual education

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Reckitt Health Comercial‘s intimate wellness product brand, Olla, has announced a series of activations at Rock in Rio 2024, celebrating the festival’s 40th edition. With a two-story booth located near the Palco Favela, the brand aims to connect directly with the young audience both present at the festival and through social media content production.

One of the main activations promoted by Olla will be “A Truth, a Giveaway”, where participants interact with a cabinet featuring messages that reflect different opinions and desires. By selecting a message and opening the corresponding door, the participant receives a giveaway, which could be a custom windbreaker, a small organizer, condoms, or lubricants. Additionally, the booth will feature cameras equipped with artificial intelligence to measure visitors’ reactions during the activities.

Another highlight is the “Olla Ballet”, an initiative that encourages the public to participate in choreographies in front of the booth, offering a simple and relaxed interaction. The space will also feature a studio that will serve as a meeting point for creators to record content.

Olla will also use the space for content creation, featuring influencers and brand ambassadors such as PKllipe, Ingrid Ohara, and Blogueirinha, who are part of the “Freedom Council”. This council was established to support sexual education initiatives on Olla’s social media, through the “Desenrolla” campaign, addressing sexual health topics in a direct and taboo-free manner.

The influencer Samanta Alves, known for her spontaneous interactions with strangers on the streets of Rio de Janeiro, will also be at the booth, engaging with participants and promoting the brand’s messages.

According to André Mendes, Head of Intimate Well-being at Reckitt Health Comercial, Olla’s participation in Rock in Rio is part of a broader sexual education strategy aimed at young audiences. “We want to leverage strategic spaces to create new touchpoints with our audience, especially the younger demographic”, he explains.

According to the executive, participating in the event is essential to promoting dialogue, generating discussions, and raising awareness about sex with a simple, open, and innovative approach. “Our commitment goes far beyond product development; it’s about initiating conversations that empower people to make informed decisions about their sexual health and relationships”, he states.