eQlibri Popcorn had its launch month scheduled for March – the Women’s Month – something already traditional for the brand that focuses all its communication and actions around the female audience. With the arrival of the pandemic, the action was suspended, as it was time to look at and support society on other fronts. After six weeks of isolation, we look again at the launch of Popcorn EQLIBRI®️ and the whole creative concept behind this novelty, which talked about “Pop out”, about putting out what we have most powerful and beautiful. We understand that, combined with the actions that the brand and the company developed in favor of the most vulnerable in the pandemic, talked a lot with the current moment. Thus, the launch routes were readjusted, concentrating all efforts on extremely digital communication and, more than that, on the very genuine appropriation of a format that until then was new to everyone: the lives. Between April and July 2020, the brand held and / or supported five digital conversations, bringing together powerful women such as journalists Yasmine Sterea and Vivi Duarte, Fafá de Belém, Luiza Helena Trajano and the actress, Shira Haas. All the talks focused on women, their potential and the challenges they faced in life, career and, of course, during the pandemic. In this way, the brand took its audience, even if at a distance, inputs to enhance what is their mission: to increasingly amplify the voice and power of women.