Discounts can reach up to 70%
Multiplan is kicking off its traditional Lápis Vermelho Sale on January 5. During the promotion period, consumers will be able to discover discounts of up to 70%. To help clients schedule their visits, the main offers will be posted on the website at www.liquidacaolapisvermelho.com.br. The malls also will be involved in a number of supplemental marketing actions such as supporting fashion bloggers on social networks and via WhatsApp.
Depending on the dynamics of each region, the sale will take place on different dates in the participating malls. From January 5-8 , the liquidation will begin at BarraShopping and ParkShoppingCampoGrande, in Rio de Janeiro, and RibeirãoShopping and ShoppingSantaÚrsula, in Ribeirão Preto.
Between January 12-15, it will be the turn of ShoppingAnáliaFranco and ShoppingVilaOlímpia, MorumbiShopping, in São Paulo, in addition to the ParkShoppingSãoCaetano, in São Caetano do Sul. Also offering the program will be JundiaíShopping, in Jundiaí; ParkShopping, in Brasilia; ParkShoppingBarigüi, in Curitiba; and BarraShoppingSul, in Porto Alegre.
Closing out January, it will be Belo Horizonte's turn to host the Lápis Vermelho Sale. The sale at the BH Shopping, Pátio Savassi and DiamondMall will be run from January 26-29.
"The Lápis Vermelho Sale is a great opportunity for consumers to acquire products at terrific discounts. The program is eagerly awaited by our clients, because they know they will see inviting prices," said Multiplan's manager of marketing and e-business, Rodrigo Peres.
History - The Lápis Vermelho Sale was held for the first time in 1982 in BH Shopping (MG), RibeirãoShopping, in Ribeirão Preto (SP) and BarraShopping (RJ) - Multiplan's first malls. The campaign was created by the now-defunct Estrutural agency run by advertising executives Rogério Steinberg and Armando Strozenberg. Multiplan's George Blum developed the idea for the "Red Pencil" character, a cartoon doll shaped like a coloring crayon. This image was used throughout the 1980s and early 1990s. In 2008, the Sale was run for the first time simultaneously in all the company's malls, featuring two annual editions: summer and winter. Currently, the Red Pencil also symbolizes promotions in the stores year-round.