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Company creates video tribute featuring leaders and women they lead, and a giant mockup of ketchup with labels given to women that should be forgotten.
With an initiative that mobilized operations in São Paulo and Monte Alto, cities where Cepêra has its office and factory respectively, women were honored on their day with a moving video prepared by the company's marketing team.
“The idea was to surprise, move, and motivate women to become aware of their value and importance to a society with more opportunities for all, based on their examples,” explains Ana Carolina Penteado, marketing manager at Cepêra.
Today, the company has many women leaders in management positions as well as in operational roles, which is uncommon in the industry considering the numerous challenges, prejudices, and salary differences accumulated over decades. "In the video, the leaders talk about their experiences and challenges with their teams and, at the end, are surprised by their team members, who talk about the motivations and attributes they value most in their leaders," points out Ana Carolina.
Cepêra emphasizes the desire that all women be encouraged to pursue their dreams, be it a better job, a material achievement, a qualification, in short, that they fight for their goals, seeking to evolve more and more.
No labels!
Another action complementing the first was the installation of giant ketchup mockups in the company's courtyard and office, with labels displaying some aggressive words that many women hear in their work environments, such as "crazy," "insecure," "quarrelsome," "too sensitive," but which are ultimately torn off and replaced with the purpose that Cepêra so strongly defends: "Be who you want to be," written on a mirror where women admire themselves and can see their true worth.
“We want to leave the labels where they belong: on our products, and not on the people who contribute so much to our growth and to making us the company we have built day by day to surprise and bring flavor to so many people for 75 years,” concludes the marketing manager.
Watch the video in honor of women: https://www.youtube.com/watch?v=FdwzpUnUezM
Leave the labels to our products: https://www.youtube.com/watch?v=ifnWeG0LrtQ
